Outdoor products shouldn’t be viewed as one narrow product category. Instead, look at how products in other categories can function for a trip outdoors. For example, products in the travel section, as well as those in the toy, safety, diet and grooming sections can be promoted and merchandised to reflect the outdoor concept.

In order to enjoy the great outdoors, first you have to get there. For many dog owners, that means loading the car and driving to the park, into the fields and woods, out to the lakes or over to the beach. For that, they’ll need gear.

Portable crates are great for the car or SUV. They’re tough and durable, and they break down and pop up with ease. Dog owners also have many choices of metal gates, for all vehicle sizes, that separate the back of the car from the passenger areas. Protective mats and hammocks for the backseat also let dogs ride comfortably while protecting the upholstery and keeping them confined to the backseat.

Also consider stocking seat belt harnesses that keep dogs safely secured using the car’s own seat belt system. Car seats for dogs, especially smaller dogs, keep these companions comfortably secured and positioned high up in the seat so they can see the world go by from the car’s windows.


Upon Arrival
Once an owner and her dog have reached their outdoor destination, they’ll need some basic equipment to make the day a comfortable one. Portable sleeping mats, like doggy sleeping bags, make great rest time spaces between long runs or games of fetch. For hot, sunny days, especially at the beach, pup tents are great, easy-to-open shady spaces. Of course, the dog will need water and snacks, so portable containers for both are a must.

Other equipment may include a dog backpack. This is great workout equipment, because enough weight can be added to the packs to exercise a dog, and they also carry the dog’s water and supplies. Backpacks are great for long trips that require the owner to pack a few meals. Retailers may also want to suggest dehydrated or freeze-dried raw diet meal packs for dogs accustomed to those diets, or other easy-to-prepare foods that can be stowed in the dog’s pack.

For small dogs, packs the owner wears–both front and back models–let the lucky dog ride along when they get tired. Owners need gear, too, so don’t limit your stock to just dog equipment. Small packs and equipment belts for the human to carry water and provisions will come in handy and save customers an extra trip to the outdoor shop down the street.

Other equipment must-haves include water bottles designed for dogs to hydrate themselves and portable treat and food containers.


Staying Safe
In terms of safety, goggles that protect a dog’s eyes from wind-blown grit and harmful ultraviolet sunrays are a good idea. Canine life jackets ensure safety for those days at the lake or the beach. Dogs can get sunburned, so recommend sunscreen. All-natural sprays with neem or citronella oils help keep insects from biting people and dogs. Soothing balms help protect paw pads, which can get cracked, cut and burned on hot sand. And, of course, a basic all-in-one first-aid kit is always a good idea for a day outdoors.

Along the same lines, when considering such basic accessories as collars, harnesses and leashes, be sure to ask customers about the kinds of trips they’re planning. In many situations, harnesses are preferable over collars if dogs are going to head into rough terrain or any unfamiliar areas where accidents might be more likely. Help customers fit a rugged harness and make sure they’re comfortable getting it on and off by themselves.

Consider the durability of collars, harnesses and leads for outdoor wear. Owners might not want to send that fancy collar out into the wild; suggest they replace it for the trip with a more appropriate, rugged model that holds up to water, sun and dirt.


Have Some Fun
As for toys, the sky’s the limit. Toys that fling, fly, shoot, toss, tug, spin, float, squirt and squeak are–for the dog, at least–the whole point of getting outdoors. Make toy shopping fun for customers. Point out important features, like durability and multifunctional use, that help them feel confident about the purchase. And most importantly, try to offer as much of a range of selection as the inventory budget can stand. Toys are serious business.

Don’t forget about cleanup after everyone gets home. Grooming wipes, shampoos, clippers, combs, brushes and shedding blades will make the dog presentable indoors and end the day on a high note.

Retailers can begin to plant seeds in their customers’ minds by letting them know what you have in stock for outdoor trips. Shape the ideas in newsletters, e-blasts, Tweets and Facebook updates. Build buzz and get people imagining a day outdoors with their beloved dogs.

Retailers that want to be extra prepared can carry maps and information on local parks, campgrounds and other recreational sites that accommodate dogs. To reach new customers, look for ways to co-promote with area camping and outdoors shops in the community. Also consider in-store promotions that emphasize outdoor activities. With any success, you’ll be the one stuck inside ringing up sales, while everyone else goes outside to play.


Dan Headrick is a freelance writer who, with his wife Pam Guthrie, owns Wag Pet Boutique in Raleigh, N.C. The couple, former corporate burnouts who got fed up with having to leave their dogs home alone all day, opened Wag in 2003. The store has received numerous community and industry awards.