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One strategy for expanding your existing dog grooming business is building a retail section right in your grooming facility. Your customers are already utilizing your dog grooming services, so why not keep the dollars that your customer would spend elsewhere on treats, toys, brushes, oral/skin/ear care products, and other supplies in your store instead?
Good point of purchase marketing can do the selling for you if it’s set up in a purposeful and meaningful way. Point of purchase marketing is a strategy targeted at customers who are already in your store with the intent of making a purchase. Up to 70% of shoppers will make an unplanned purchase while shopping. Here are a few easy things that you can do from within your shop that will help boost sales.
Have a variety of inexpensive items (retailing for $1-4) on display right next to the checkout counter. If you’re operating a grooming, boarding, or training facility, your customer will most likely have their dog right next to them. Displaying bulk treats or chews, or a basket of fluffy tug toys, right at a dog’s eye level may encourage the dog to interact with the various products.
Curious dogs may try to grab a treat out of the bin, or steal a toy. It’s the equivalent of a child seeing candy displayed at their eye level and then begging their parents to make the purchase!
Why it works: Your customer is already at your shop to pay for grooming services. Since they’ve already made the decision to make a purchase, they will be more likely to spend money on additional products if it doesn't significantly add to the cost.
We recommend: selecting products that are a good fit for your clientele. For example, all dogs love treats and chews, but there is no one chew or treat that’s perfect for every dog. Think about the different types of dogs that frequent your store, and try to have at least one product that you could recommend. For example, your clientele may be comprised of: puppies, toy breeds, extremely powerful large dogs, seniors, picky dogs, dogs with allergies, and more.
Provide samples or demos of products. If you have the advantage of a lot of dog traffic going through your shop, why not take advantage of it!
Why it works: Allowing a customer to test out a product prior to purchase or, even better, giving your customer the opportunity to observe their dog use the product, can increase sales. Independent research conducted by Knowledge Networks-PDI demonstrated that after a product was demoed, sales continued to rise for about 20 weeks after the demo.
One thing to consider: Offering *too many* samples may have the opposite effect because customers can become overwhelmed if presented with an excessive amount of options. Click here to read about a study that demonstrated that customers who are offered too many choices are more likely to decide to withhold from making any purchase.
Cross-selling is selling additional products to a customer who is already making a purchase. You can do this by displaying items that complement each other side-by-side.
For example, your puzzle toy feeders should be displayed next to treats that work well with that specific toy. Training treats, clickers, and treat pouches go together extremely well - you may even want to partner up with a local dog training school and have a stack of flyers promoting the upcoming beginning agility class next to your positive training tools.
Bully sticks can be displayed next to the toothbrushes, toothpaste, and other dental care products. If you have an I.D. Tag machine, it should be set up right next to all of your collars and leashes.
Why it works: Your customer has already made the decision to make a purchase. When another product that is relevant to a product that’s already in your customer’s basket provides value, there will be less of a psychological barrier for your customer to overcome to make that additional purchase.
Use signage and other displays to attract your customer’s attention, especially if it’s to direct them to sections of your store that don’t receive as much foot traffic.
Whenever you’re introducing new products, promoting a sale, or educating customers about the features and benefits of a certain product, create an attention-grabbing sign to go along with it. A study conducted by Ketchum Global Research discovered that around 68% of customers purchased a product after seeing a sign advertising that product.