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| PET GAZETTE | CHRISTMAS
PET GAZETTE |
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FORTHGLADE
Devonian dog lovers Forthglade, are ensuring canine companions join in with the Christmas
celebrations with the launch of a limited edition Turkey, Cranberry and Parsnip Christmas
treat. The hand baked grain-free treats are also packed with health boosting omega-3,
botanicals and prebiotics. As with all Forthglade recipes, the treats are nutritious and
protein-rich.
Forthglade functional treats come in 150g pouches, with a £2.99 RRP and are also
available in packs of seven. The popular Christmas Dinner for Dogs in 395g trays will also be
available again to stock this festive season - a complete wet meal packed with turkey.
SANTA'S
LITTLE HELPERS
T
ill bells ring, are you listening?
The festive season is almost
upon us and it’s time to prepare
for the busiest holiday of the
year. According to the BDO's
High Street Sales Tracker, the
week leading up to Christmas Day 2016
saw sales rise by 11.7 percent from 2015.
So get out the elf ears and start making
preparations for your store.
Retail consultant Karl McKeever is an
expert in improving the shopper experience.
He uses visual merchandising to boost
retailers’ commercial performance all year
round. This issue, he tells Pet Gazette why
retailers should plan ahead to make the most
of the busy festive season.
When does the key Christmas shopping
period begin?
“Typically, the main shopping period in run
up to Christmas is about 12 weeks, from the
end of September or beginning of October,
when the biggest stores start to change their
instore layouts. Retailers who have a smaller
footprint and are possibly more specialist are
more likely to be thinking of Christmas sales
from the beginning of November and certainly
no later than the middle of November.”
What steps can retailers take to draw festive
shoppers into store?
“All stores complete at Christmas to catch
passing trade. The ones that stand out are
either really going to town with a lavish
window display or are doing something that’s
modest but different and gets people thinking,
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stopping and looking. It’s about trying to grab
attention and create a point of difference from
other stores in the same category.”
How should retailers position festive
displays and offers for maximum effect?
“It varies, but certainly for most retailers
there’s a desire to create a connection between
what people see on the street and what they
find instore. As a retailer, you should be trying
to create a chain reaction, so people see the
store from outside and that brings them in.
Then, when they come inside and start to
orientate themselves, they see the layering
effect of different elements of Christmas
around the store.
“Continuity is certainly important and the
same theme needs to be applied at various
touchpoints. One of the most important
places is about 5m from the door, for
shoppers to see as they cross the threshold.
This is typically a pause point or something
that can be used to drive a key promotional
message. Retailers could place items at a high
level to create a bit of décor or add some
navigational signage which takes people to
merchandise in specific areas.
“Some retailers might pull various products
together into one area to create a Christmas
shop. Others may prefer to keep their standard
layout but to flag up Christmas-related goods
on the fixtures themselves. There’s rarely a ‘one
size fits all’ solution but I’d say that retailers
should make it obvious where shoppers can find
products. The best locations will be the most
visible areas, either at the end of fixtures or with
strong sidelines, where the products themselves
Telephone: 01837 83322
Email: [email protected]
Website: www.forthglade.com
can be focal
points and
act as people
magnets to bring customers through the store.”
How can small retailers make a big splash?
“Big retailers might rely on massive amounts
of spending in print or broadcast media. For
a small retailer who has less cash to splash
around, it’s important to think wisely, plan
ahead and really get the best out of your
budget. It’s not just about putting things in
the window, it's about delivering a seamless,
integrated Christmas message across all
touchpoints. From what’s on the homepage
of your website and the communication
that lands into email inboxes, too. Think of
a theme so you have a unified, overarching
idea and can create a marketing message
for the season. This message can have two
or three phases and can tap different buying
cycles. So, from a pet owners’ perspective,
you might be able to get people to consider
food in bulk earlier on in the buying cycle.
Or, if owners are going to be travelling with
their pets to relatives’ houses over Christmas
think about how you can sell products to
help the pet travel better and to make sure
they’re comfortable and settled upon arrival.
It’s important to think about what’s going
on in shoppers’ lives over the festive period,
not just about Christmas Day itself. Retailers
who are focused and organised will maximise
opportunities.”
To learn more about Karl’s work,
visit www.visualthinking.co.uk or email
[email protected]
August 2017
WAGYTAIL
“Here at Wagytail we understand that Christmas products for larger dogs can
sometimes be difficult to find, which is why our Christmas ranges cater for dogs of all
shapes and sizes,” says Wagytail’s
Laura Webb. “We have a selection of Christmas jumpers that start at just 9” (neck to
tail) and go up to 30” (neck to tail).”
“We also have a large range of Christmas handmade col