GROOMING pets & products
The Beauty of Spa Sales
Assembling the right selection of spa products and offering them in an exciting, eye-popping way, is the
key to realizing the potential of this growing category.
By Carol Visser
Selling spa products for pets is not a new idea, but it is an idea whose time is now.
ways to tap into this burgeoning market.
The pet industry, with its usual habit of following what’s selling in the human world, has released
I recall being amazed and intrigued at Groom
line after line of shampoos, conditioners and luxurious grooming items aimed at clients that love
Expo in the 1980s by Tropiclean’s display of bright,
to pamper their pets. And with so many pet parents devoted to giving their furry companions
primary- colored, pearlescent shampoos in faux-
that spa experience, there are ample opportunities for the savvy retailer to cater to this growing
crystal wineglasses. I just had to pick them up and
smell them—and we all know that once a product is
Pretty much anything found at a high-end human spa has a comparable counterpart on the
in a customer’s hands, the sale is more than halfway
pet market. From hair products and nail polish to
made. Retailers should tempt their clients in a simi-
mud baths and aromatherapy candles, manu-
lar way, by arranging spa products appealingly.
facturers are offering pet owners an array
According to Brian Collier, creative marketing and
of products meant to indulge pets with a
public relations coordinator at Tropiclean, retailers that
spa experience in their own homes. Re-
sell spa products need to key in on experiential mar-
tailers need only to present the right product
mix in visually appealing
keting and what that spa experience means by provid-
ing it to the customer right in the store. For example,
use loofahs or other spa-oriented items in an island of
products to set them apart from everyday grooming
items. The right mood is also vital to capturing your cus-
tomer’s eye—and pocketbook. Create a designated
merchandising area that conveys the spa image,
and keep in mind that bathing products are
not the only ones that are a good fit.
Perhaps, display a book on pet
massage with a few smooth river
a wooden table in a quaint corner of the store.
Pipe pet-friendly music through the speakers,
and set out an assortment of interesting items,
such as Rescue Remedy, Bach Flower Remedies,
a Comfort Zone Diffuser and a tin of Opie & Dixie
Healing Paw Balm. Try displaying a package of War-
ren London’s Deep Cleaning Paw Fizz Tablets in a
ceramic basin draped with a microfiber towel, and of
course, a shampoo and conditioner pairing.
Don’t stop there—what else might be found in
70 APRIL 2013
WWW.PETBUSINESS.COM PHOTO BY Martina Osmy/SHUTTERSTOCK.COM
rocks and a candle or two for ambience on