The family-run A.Coombs Pet Centre celebrates its 78th birthday this year, and despite a Pets at Home store opening not 600 yards away, continues to grow. We find out the secret of its success…
When Robert Harper senior was a young lad, he worked as a Saturday boy at A. Coombs Pet Centre in Brighton, which Joan Coombs had opened in 1934. He liked it so much he never left, eventually buying the store. The family tradition continues and the Harpers now man the tills. But times have changed; today there are two shops – the second is in Hove – as well as a thriving web store, and the seven staff have between them well over 200 years’ experience in the pet trade.
Rob Jnr now runs the Hove shop, and he recalls how he and his two brothers as schoolboys also spent much of their holidays and free time at the Brighton store. The Hove store was only opened in June 2010 – and it was an interesting experience. He explained: “Although we have a lot of experience in the pet trade, we have never had to do it from scratch. To be honest, we did go into it with fixed ideas, but soon realised that we had to adapt.
“The demographic made a big difference; I don’t think any two areas are the same and feel it was a lot harder than I had first anticipated. However, with this work came the benefits: we increased our range and offered extra services such as home delivery, micro-chipping, pet weighing service, prescription foods and veterinary treatments such as Frontline. The result was an increase in footfall, customer satisfaction and turnover.”
They were therefore delighted when the new store won Retailer of the Year Award at last year’s Pet Industry Awards. The flagship Brighton store was a finalist in the 2010 awards.
Having a wide product offering is critical to their game plan. At the moment, A. Coombs offers in the region of 4,500 products, and Rob Jnr is visiting PATS as well as Germany’s Interzoo to look for unusual products. “It’s all about creating that point of difference,” he explained. “I want products that you will not find in your typical shop, especially now that we have a website.”
To quickly touch on Pets at Home, a new store opened about 600 yards from his store, and although it has 8,000 sq ft compared to his 2,000 sq ft (the Brighton store is in the region of 1,500 sq ft), his customers have commented how he has a much wider range of products. “Pets at Home tends to overstock their shelves with the same products, so they do not really offer that wide a choice. People do not want to give their pet the same food, treats and toys all the time; their pet is part of the family. They want to try different things. So I like to keep my shop interesting; it’s packed floor to ceiling and across with products!”
The family also decided to pursue on-line sales – not to compete with on-line retailers but as another service for customers, as well as to help build brand awareness. The multi-functional e-commerce site with on-line shopping, printable pet care leaflets and twitter feed integration has grown over the past couple of years and is now a nationwide selling tool. Their on-line presence was boosted when they recently purchased on-line retailer K9capers.com and its database.
“You need a web presence,” said Rob, “you can’t just moan about on-line competition. But I must say it was never our intention to compete against the on-line giants. We do not try to be the cheapest; we just want to offer a point of difference, a unique and extensive product range alongside personal customer service experience.” K9capers has proved quite popular, he says, and his girlfriend Natasha Harvey (whom he met as a customer in his store!) now runs the internet side of things, shipping out 20-30 orders every day. Dry dog food is especially popular among these customers.
He added: “Natasha spends a lot of time coming up with new and innovative ways of improving the site. For example, our live chat feature allows customers to ask questions through the website.”
That point of difference
Despite the internet, their true love lies in their bricks and mortar stores, and they are always looking at ways to improve their customer service. One route is via the Suitably Qualified Person (SQP) qualification so they can sell wormer and flea treatments such as Drontal and Frontline. Rob explained: “Many on-line retailers will slash prices to an extreme, settling for a 5% margin. This only devalues the product and forces High Street retailers to look for alternative products. AMTRA has been very helpful to us – it is such an important course and we would highly recommend all retailers look at taking this.”
A. Coombs currently has two SQPs, and a third is in training. “We have found customers can be very brand orientated and trust the brands they have used before and recognise.”
It is this interaction with customers that Rob values so much – there are about 2,000 names on its loyalty card database. “I enjoy my customers, I enjoy talking to them – you get to see the nice side of the pet trade.”
Such conversations led them to discover the antler dog chew, Stag Bar. “We have had a great response to our stag bars, which we heard about from one of our customers. There are many other products in our shop that on first impression I wouldn’t have stocked, but in the end brought in due to customer recommendations. The majority turned out to be massive hits with our other customers... it’s important to remember that customers are king.”
They have also noticed a rising demand for high-meat 
products, and have seen excellent sales of Naturediet, Nature’s Harvest, Orijen and Acana products. He added: “We have also sold Anglian Meat Product’s Prize Choice and Nature’s Menu frozen complete food. Our latest addition is a company that we first saw at Crufts about two years ago. I remember seeing it and asking if they supplied the trade at the time, but they were only selling to the public. Now Natural Instinct is an award-winning company with a fantastic product with a strong following. We have been up to their factory and they recently came to our Hallowe’en Fun Day, where they handed out samples to our customers and spoke to them about natural raw food diets.”
Such hard work comes at a price – working seven days a week, very often until 10 at night, they’ve not had a holiday for the last couple of years. And even though Sunday is shorter with the store closing at 4pm, Rob spends the evening catching up with paperwork.
Extra services include microchipping and home delivery, the latter having been started about ten years ago. He said: “We used to spend a lot advertising in the Yellow Pages, but realised that if we stopped spending that, we could buy a delivery van for the same amount. We have never looked back; everyone sees our van driving about, and I would say it is the best advertising that we have. We offer free delivery over £39 and deliver twice a week, and have been known to deliver up to 10pm keeping up.”
The family is also a firm believer in giving back to the community and supports local charities. For instance, at its recent Hallowe’en Fun Day, there was free face painting for children, a Dog Portrait Competition, free samples for pets and tea/coffee for families. He explained: “This wasn’t a day about taking money in the till; it was a chance for us to get involved in our local community, to speak to new customers and spend that little bit longer to get to know them better. It was a huge success and our customers are now demanding that we host another Fun Day!”
Sam Wilkes, owner of Pampered Pets, nabbed the title of Grooming Business of The Year at last year’s Pet Industry Awards. We wanted to learn more about her winning ways…
If there is one word to describe Sam Wilkes, it’s bubbly. 
She is a larger-than-life character, and her enthusiasm for her work and the animals in her care comes across loud and clear. No wonder that she recently scooped the grooming category at the Pet Industry Awards, organised by the Pet Care Trade Association.
The judges were clearly impressed with Sam’s business, based in Walsall, the West Midlands, and had said: “Pampered Pets has clearly shown itself to be a leading pet groomer in Walsall. They have received an overwhelming number of testimonials which is clear demonstration of their popularity.
“Proprietor Sam shows definite entrepreneurial enterprise in selling a range of products to provide a better service and experience for customers. There is also strong evidence of staff training and CPD, complemented by a clear vision of where Sam intends to take the business: to work with a local vet and set up a satellite centre.
Obviously we shall be hearing more of Pampered Pets in the future.”
Sam has more than 20 years’ experience in the grooming industry, and set up her own grooming studio Sam’s Studio as a teen way back in 1988. After so many years, she wanted a more modern, professional look and has recently completed a major rebrand and new look, and is now known as Pampered Pets.
“It was hard work, and took a lot of time,” said Sam. “I wanted the business to look more modern, and worked with a designer on a new logo. I deliberately went for a non-breed-specific image of a dog. Then I slowly rolled out the new look to all aspects of the business, from stationery to uniforms and even our van.”
Over the years she has become an established name in her community, and in 2010 and 2011, was a winner in the local Best of Walsall awards. Judges were astounded at the sheer number of testimonials she has accrued – for the 2011 awards, she submitted over 1,500! Current testimonials, she reveals, are nudging the 2,000 mark. As Brits are generally not renowned for their effusive compliments, how did she achieve this?
“It’s simple really. Every time customers visit, we ask if they are happy with the service. If they are, we ask if they will please fill in a short card. Which they do. We make it part of the service.”
Sam says awards and any related publicity is important as it inspires confidence and helps build recognition and awareness of one’s business. To drive publicity, this year she took part in a local challenge for 100 companies to raise funds for 100 charities. As the mayor lives close to her business, she convinced him to take part in a charity dog wash, which was subsequently covered by the local papers.
The grooming industry has today changed beyond recognition from when she first started, and has its new challenges. She feels the grooming industry is overcrowded: “Loads of individuals are now working on a mobile basis or from home. Many have only done a short course at some tiny training centre somewhere and set up, and then undercut and charge ridiculously low prices.”
This is a problem for groomers with “professional business”, who also had to deal with the recent rise in minimum wages.
As such, groomers had to be far more proactive today about securing and retaining their client base. “Social media is the way to go,” she said – Pampered Pets has its own website, and is also on Facebook and Twitter.
She also wants to establish a training centre, as she believes the way forward is through apprenticeships, especially as youth unemployment is sky high. “It’s inevitable there will be an apprentice scheme, so I want to be ready when it launches.”
Not surprisingly, qualifications are important to her, and she has already tucked firmly under her belt a City & Guilds level 3 in Dog Grooming, a teaching certificate, is qualified in Animal First Aid, has a Reiki First degree diploma and is Pet Log certified in microchipping. She is also a member of the Pet Care Trade Association and British Dog Groomers Association.
But no matter how many awards one wins, or how many qualifications one has, ultimately what keeps customers returning is the quality of service and level of customer service.
“I am always talking to my customers. I can get into their heads and know exactly what they want for their dogs. And when we get new clients, I always ask if they have used another groomer, and if so, why were they not happy? This is just to make sure we do not end up making the same mistake. It’s all about communication – I have got years of answers!”
Sam tends to answer phone calls to the salon, for she recognises that some callers will be new customers who are shopping around for quotes. “ You need to convert those into a booking, and so you have to be a bit of a salesperson. For instance, I can point out that if someone charges them £20, but is only a half-hour appointment, then realistically it is working out more expensive. It’s all about educating customers about the service they receive.”
As an extra customer service, Sam has roped in her husband Tim to pick up and drop off dogs that need a lift to her salon. “He’s a natural at this,” she said. “Being a window cleaner, you need to have the right sort of banter with customers, and he is perfect.”
A perennial problem is, as many groomers will agree, that of customers not turning up for their appointments. In order to cut this down, Sam will call to remind them about their appointments – but some still fail to turn up. As such, she aims to overbook slots.
With three staff members (her one part-timer works only one hour less each day than the two full-timers!), they can handle up to 20 dogs in a day. “We offer a very relaxed atmosphere here, such that many of our clients drop their dogs off and then go to work or for a spot of shopping. In this way, if a dog gets stressed, we let it settle and then return when things have calmed down.
“It is not rush, rush, rush. And in this way, I tend to get more from the dog. It’s almost like offering a doggie day care!”
Yes, there will be times when there are “problem” customers. One came in with a Labradoodle that had really horrendous matts, who then complained about the cost. “Luckily we had saved all the matts to show her, and I told her that she either had to bring her pet in more often, or comb better between visits.”
To help her human clients, Sam has compiled a grooming manual which explains the basic care for pets between visits.
With a keen eye on opportunities, as a Best of Walsall winner, she took up the opportunity to attend local networking events, and as a result of this, has established links with a vet. This vet organises regular puppy days, and Sam has been invited to attend these to talk to puppy owners about the importance of grooming, and explain what happens at grooming sessions.
She has started selling products such as food, toys and grooming products in her salon, but notes that this is a very small part of her business. She also notes that she is seeing more cats – Persians, Ragdolls and Maine Coons.
“I love this job; it’s exciting and no two days are the same. Each day brings its own challenges.”
All together now… from left: Michelle Pritchett, Jennifer Doughty, Nichola Prime, Sam Wilkes and husband Tim
Steve and Nathan opened the doors of Animaltastic in June 2010 and embarked on an incredibly sharp learning curve. Sandra Pearce visits them to see how they are getting on…
Take two entrepreneurial zoo animal keepers, throw in a dream of running one’s own business and for a touch of excitement, add a not-overly optimistic economic situation – what do you get? A pet shop in the heart of Adeyfield, in Hemel Hempstead.
Steve Patrick and Nathan Coles opened the doors of Animaltastic in June 2010. The more outspoken would say they were stark raving mad to chuck in jobs at Whipsnade to embark on a retail venture at such a time – and with a Pets at Home not five minutes’ drive away! – whereas the more accommodating would say this encapsulates the very essence of a successful business mindset.
Said Steve: “Looking back, I guess you could say, what were we thinking? But we wanted to set up our own business, and we both have an interest in breeding animals, so opening a pet store has allowed us to develop our hobby and do this on a greater scale. To be honest, there were times when we thought, we can’t do this, but deep down, we knew we wanted this and this was the right thing to do.”
The two had met at Whipsnade Zoo – between them, they have 20 years’ zoological experience as animal keepers. Steve, for example, has worked with free-flying birds, wolves, bears, small primates and chimps. “I’d reached a point where it was either move up in the zoo – but you cannot control your career path – or launch out into business,” the 32-year-old said candidly. 
The excitement of running one’s own business won.
Nathan, 25, takes over: “It was incredibly scary. Once we got the shop, Steve gave up work straight away, and we used our savings to start the business up. I still work two days a week at London Zoo, but aim to give this up as soon as I can.”
The business was sold as a going concern; the previous owner had owned several pet shops, and this store was already 21 years old. Yet the two did not rush into buying this – it took them 12 months to finalise the sale, which gave them opportunity to do research and make repeated visits to check out footfall and passing trade.
When it comes to location, you could not ask for better. The shop is located within the village centre of Adeyfield, known as Queen’s Square, where the word “bustling” is an understatement. This is a thriving community with loads of different stores and services including a Co-op supermarket, Lloyd’s Pharmacy, a church, Martin’s, betting shop, jewellers, library, dry cleaner, butcher’s and florist.
“Yes, the square works very well,” says Nathan. And that, too, is an understatement. The free carpark is a constant hive of activity, and although one may have to wait for a space, you can be assured you will get a space.
Not just a shop
Yet another selling point was that the premises were large enough for them to start the all-important breeding, and also included upstairs living quarters.
Said Steve: “We want to produce good quality animals and do not want to get stock from rodent farms. We want to be involved from start to finish.” So apart from chinchillas, they breed their own small animals as well as some of the birds – not surprisingly, perhaps, they soon outgrew the breeding space and have established a satellite centre at Steve’s parents’ home! They have also established a network of local breeders.
Birds are selling particularly well, especially Budgerigars and Canaries, and as a result they have a large range of bird cages on sale. Animaltastic has also become the place for local parrot owners to source their products, which means resident parrot Billy is, well, top parrot! Among small animals, hamsters are doing well, and reptiles are a steady seller. Interestingly enough, the biggest sellers at Animaltastic are hay, straw and rabbit food; they order in 30 bales of hay and straw at a time, and bag it up themselves.
Added Steve: “People are now finding a reason to come to us. We are also becoming more well known for exotics such as African pygmy hedgehogs and Sugar gliders.”
Trial and error
Despite having a year or so to do their research and talk to other pet retailers, there was much to learn when they took over the shop on the longest day of the year in 2010. Within 20 minutes of opening its doors the next day, Vital Pet Products called, asking them for their order. Steve 
grins as he recalls walking around the shop, phone in hand, ordering items that looked like they were running low. “There was a lot of trial and error,” they both admit. Not just about stock and seeing what sells well – or not – but also red tape and the paper trail such as VAT, tax returns, business rates. “You are expected to know all this information,” says Steve.
To let people know that the shop was now under new management, they organised billboard ads at the train station, Tesco, bus station and a couple of other high-traffic locations. Nathan started a website, and now they place a newspaper ad once a month as well as having a regular slot in a local Pizza Hut booklet.
Their first priority was to rationalise stock – the previous owner also sold gardening products, so these were quickly got rid off. They also arranged to install a card machine, yanking the shop into the Twentieth Century at least. Come Spring, there are plans to give the shop a Twenty-first Century makeover with a full refit, from floor to ceiling, with new counter, shelves, caging, the works. All in a week.
They have quickly realised that no pet shop can stock everything, and now a large part of their business is based on customer requests, which ties in nicely with their long-term plan of setting up an e-commerce site. In the ongoing battle to find space for new lines, they are considering dropping dog beds to grow their range of dog foods. As it is, although they do offer frozen food for reptiles and fish, this is stocked in a back storeroom as there is no space in-store!
Coincidently, one of their strongest dog food brands in-store 
is manufactured by a local company. Explained Steve: “A friend at another store said to us, get Barking Heads in. We’d never heard of it. But we looked into it, got the sales rep in, and have never looked back. It’s been a strong seller.”
Both feel Tesco and Pets at Home have had an adverse impact on pet food sales – “We check their prices and we cannot get some of the foods at cost for the prices they are selling at.”
And a big nightmare, continues Steve, are customers who buy a tank from A, lighting from B and a reptile from C. “Then they come to you for advice on something bought elsewhere, and compare the advice given between retailers. It is really better if customers buy everything they need from one person, and follow that one person’s advice rather than play one against the other.”
Yet despite the hard work and ups and down, the two are delighted with their decision. “We have had to do a lot of work,” says Nathan, “but since opening, we’ve had really good reviews. Some customers have said they would not have come in before, but are happy to visit us now. There were a lot of negative comments before.”
The bug has truly bit, and Steve is already dreaming about opening a second shop. “I’d love something a bit bigger, but we better get this shop refit here done first!”
David Sanders is more than just a pet shop owner. He’s been part of Yaxley’s community for the better part of his life and has established an enviable reputation as the man who can fix any pet problem, reports Sandra Pearce
When you’ve been in the same area for 40 years as a pet store, chances are Everybody Knows Your Name (do you remember the lyrics from the popular American sitcom Cheers?). Yet David Sanders is more than just the owner of D&A Sanders Pet Specialists in the village of Yaxley in Cambridgeshire – he has a bit of a reputation as “Mr Fix It”. The word is out; if anyone needs help with any aspect of pet care, they’re told: “Go see David, he will fix it.”
“It is funny,” said David. “Ferry Meadows is my best source for recommendations.” Ferry Meadows is a huge park popular with dog walkers in nearby Peterborough, and these word-of-mouth recommendations have earned him many loyal customers.
As we all know, such recommendations do not come lightly. Explains David: “People say we are the only pet shop, but we aren’t. Everyone sells pet food nowadays! So you have to constantly work for that spend. And that means having to offer that something special.”
For the affable David, that meant carving out a speciality in pet nutrition and spending time with his customers – he knows the majority of his customers by name, their usual purchases, and is quick to trade cheerful banter as he greets them. He also runs a highly successful in-store nutrition clinic, in which he weighs dogs and gives nutritional advice from pups to obese pets and seniors. He is a Hill’s Veterinary Nutrition Adviser and has completed numerous nutritional study courses as offered by pet food manufacturers: one wall of his store is adorned with certificates bearing his name.
He is especially fond of his puppy clients, and enjoys keeping tabs on them to make sure they are growing properly. He is however quick to assert that he is not there to replace the vet, but rather to complement the vet’s services. And although he does sell Trovet veterinary diets, these are only sold when a pet has been assessed and is being treated by a vet. “I am not a vet,” he says, “and never wanted to be one. What I am doing is providing a specialist service that fits in with a vet’s recommendations. The animal’s welfare always comes first.”
He can fit in up to ten clients during each clinic, which takes place at the back of his store, and not surprisingly, he has hundreds of clients of all ages, from near and far. Common problems he sees are constipation and diarrhoea, and usually a change in diet sorts these out. “Even if it is pouring with rain, they still keep their appointments.”
There is much confusion about portion sizes and how much to feed an animal. “I had one customer who should have been feeding her dog two cups and 7/8 of the dry food she had. She was feeding the dog 7/8s twice a day instead. Her dog was seriously underweight – she left almost in tears when she found out what she had been doing.”
He said: “The general public are very conscious about their pets, and do not want to feed them rubbish. Although I tend to stock premium foods, I do have economic ranges because I do have some customers who are on budgets, but they still love their pets.”
Strong sellers are Royal Canin and frozen food – his freezer is cleared every week. And ironically, it was Pets at Home that promoted his latest success. “People are always coming in here asking for Wainwright’s, and I thought, if they (Pets at Home) can do it and flog it, why not I? So I did.”
The result is D&A Sanders’ own brand of hypoallergenic 
wheat-free dry pet food for dogs, cats, rabbits and treats, courtesy of GA Pet Food Partners. He explained: “We initially brought in one pallet, and it flew out the door. In the four weeks since we put it on the shelves, we’ve gone through two pallets. I’ve always said I was not going to do something unless I could do it well and was confident of quality. And I am of this.”
A strategy for survival
Retailers have to keep on top of their game, he says, and always have to look to offer new services or products to keep customers engaged. “The pet industry of today has changed out of all recognition. You cannot survive today as you did then.”
Many customers come to him for behaviour advice: “I always spend a lot of time with customers,” he says, and one of the most time-consuming affairs is selecting the correct harness for a dog. He had a customer come in once with her dog wearing a harness fitted at a competitor’s store. It was on upside-down.
“It was ridiculous. I always fit harnesses in-store and make sure it is the right one because not every harness is suitable for every dog. With harnesses, it’s not a case of one size fits all.
“If there is a problem and the customer comes back, I will take a dog to a nearby park and have a one-on-one session to see where the problem lies, then get the owner over and teach them how to use it properly – sometimes it’s all about showing owners how to use the equipment properly.”
It is this aspect of education that ensures medicines and healthcare products are kept behind the
counter. “People do not read instructions,” he says, so he grills customers to make sure they know exactly what to do with whatever remedy they are buying.
David also had concerns about the imminent closure of the local Barclays branch. D&A Sanders is based in the mature Broadway Shopping Centre, of which he is also centre manager, acting as a local contact point for other tenants. The local bank closed December 2, despite a petition of 3,000 names to save it. This bank handles all the business for local villages, and if it goes, he says the cash machine service will be withdrawn as well. “It’s going to have a great impact on the village and businesses, especially in terms of reduced footfall.
“That ATM is busy morning, noon and night. And there is a psychological aspect – you have money in your pocket, you’ll quickly pop into a shop and buy something.”
The shopping centre is also in urgent need of refurbishment, but that’s not on the agenda. So they do what they can to keep promoting the shops in the area and on Saturday, November 26, organised a Christmas fair to get people into the centre and publicise their businesses.
Speaking of other businesses, David also owns the Cosy Cat Cattery, a separate business located upstairs from the store, and run by his daughter. “We’ve had this going for years, and it’s very popular with our customers.”
It is this link with animals that he relishes, for he has now made the decision not to sell any more livestock. “When I started, I used to sell all kinds, pups, kittens, small animals, fish. It’s just not worth it. One of the problems is that of image. People see an animal in a store and think that is what they require in terms of housing, but it’s not – this is temporary, a holding pen, if you like. Rabbits, for instance, need loads of space that you cannot provide in-store. My rabbits at home have a hutch and a massive run.”
He also keeps this link with animals and provides a nail clipping service for small animals and will sex animals that customers bring in. And there’s also the resident 25-year-old Blue fronted Amazon parrot called Truly Scrumptious. Yes, seriously. Rehomed when her previous owner had to move abroad, of all the five who work at the store, she has taken a dislike to David. “It’s the beard,” he says, grinning.
So is he planning to retire anytime soon? He looks horrified: “Me? I’m not going to retire. The fact is, as long as I enjoy getting out of bed in the morning, I will keep doing this. And I’m still loving it.”
Cheers to that.
Above: David offers a peanut to Truly Scrumptious, who seems
happy to receive the offering!
Duncans Pet and Garden Centre celebrates its 30th anniversary this year. Owner Duncan Stringer tells us what it’s like being part of a village community, and what the future could hold
There’s a bit of a Tardis effect at Duncans Pet and Garden Centre; walk through the shop and it seemingly stretches on and on, through the small animals and birds section, a sunny courtyard area for ponds and plants, and finally an area reserved for hutches and runs.
Located in the village of Wellesbourne, Warwickshire, with a population of about 6,000, owner Duncan Stringer is a well-known figure – Duncans this year celebrates its 30th anniversary, so has been a mainstay of the village retail scene for years. Indeed, some of his customers today recall first coming to the shop as four and five-year-olds.
“Oh yes, we have seen a lot of change, but I wouldn’t have it any other way. This shop is a large part of my life,” said the 51-year-old, who says proudly how his shop has a strong reputation for its bright interior and cleanliness. His two children, aged 17 and 19, help out in store, though with A-levels and university, these days are fewer and further between. He also has two full-time and one part-time staff. He is also considering on-line sales, but to do it well would require another full-time member of staff.
Much effort goes into making the frontage and window display look attractive, 
for this is what tempts people to stop and come in. Duncan admits getting people to walk through is challenging, but more colour gives everything a cheerful feel.
As a child, he grew up with pets and animals – relatives were breeding dogs, birds and fish, and his dad was a keen gardener. He himself went to horticultural college, and although he later found employment in the industry, was constantly looking for a way to combine his two loves.
Then spotting an opportunity in a vacant retail plot, he decided to open his own pet and garden store 30 years ago. An extensive programme of renovation on the Victorian property followed, which swallowed up three months as well as a large loan, but this investment and careful planning has paid dividends by making it easier for rolling refits over the years. He’s proud to admit that since the original renovation, he’s never had to engage the services of a professional shop fitter, but has always carried out instore improvements off his own back. “As far as rack and shelving, this we accumulated over the years or in conjunction with special offers from wholesalers,” he revealed.
“Those first ten years were make or break,” he added. “I did not take much of a wage when I started, and lived on the premises, in what was almost a bedsit. My parents helped me out in the early days, and I was always going over for a meal!”
His early days did, however, reap the benefits of the regulated Sunday trading hours – with a classification of garden centre, Duncans proved an attraction for customers when not much else was open. Then the law was changed in 1994. “There are now so many places people can go to on a Sunday,” he said, and eventually he made the decision to close on Sundays. Today, the garden side of his business has shrunk considerably and he is for all intents and purposes a pet store with easily 95 per cent of his trade in that sector.
Like other independents, Duncan faces the inevitable pressures from B&Q, Pets at Home and Tesco, and this competition has become increasingly keen over the last 10 to 15 years. Ironically, he says Pets at Home opening about five miles from his shop has helped encourage him to keep on top of his game – there is an ongoing policy of shopfitting. So for instance two years ago, with increasing interest in reptiles, he knocked through a dividing wall into his office to create a reptile room. This room has a beautiful mural along one wall, and murals also adorn the walls in the courtyard at back, the result of the efforts of a neighbour.
Apart from reptiles and accessories, he says wild bird products and food are strong sellers. “Well, wild bird is a national thing, encouraged by various TV programmes. And besides, people enjoy wildlife. In our experience, outdoor aquatics seems to have been hit – it was great with Ground Force, but sadly seems to have had its day.”
Small animals and birds are also popular, and he observes that interest in captive birds looks like it is gaining ground after the doldrums of the last few years. To complement his livestock sales, Duncan runs a boarding service for small animals and reptiles, which is very popular. Livestock sales are very important for pet shops, he says, explaining: “A small independent pet shop cannot survive without the draw of livestock. Many people will come in to just look at livestock; many will come in two to three times before buying. And yes, in school holidays they treat it like a mini zoo.”
He has two permanent residents, a captive-bred red iguana and George, an African grey parrot who can be quite chatty if the mood takes him. “They add interest, and the kids love to see them,” he said.
In terms of food ranges, Duncan tries to offer a different range from supermarkets. He’s stocked Hill’s from its launch, along with James Wellbeloved. About 12 months ago he trialled Burns, which is proving to be more and more popular with his customers. “The problem is that today, there are too many food products. For instance, if I were to stock the entire Royal Canin range, I would need a whole shop just for that! So many people are launching into such a crowded marketplace. What I’ve done is identify a core range which caters to the majority of my customers’ needs, but I of course can order in anything a customer wants. Otherwise it’s very difficult for retailers to make a choice.”
Although he used to visit Petindex years ago for special offers, he feels trade shows have lost their appeal as special offers from sales reps and wholesalers are adequate.
Today, Duncans is open five days a week (closed on Thursday and Sunday). “We cannot deny that since the recession hit, we have found it difficult to maintain the same level of turnover but with careful budgeting, monitoring of stock levels and more aggressive purchasing, accompanied by astute sales techniques, things are now looking more positive for progressing in the future.
“If the economy does not pick up soon, it’s only a matter of 
time before now-struggling independents cannot carry on” he said.
He believes small independents should not be discouraged by large supermarket-type shops, as small shops can offer a better one-to-one service and should have a greater knowledge of pets and pet products. The customer will soon pick up on these factors and return time after time, even if they are paying slightly higher prices on some products. He explained: “A great number of our customers quite often tell us of their dislike of shopping in large stores... it’s a shame it’s not 50 per cent of them!
“It’s sad but true; villages are losing their identity with shops closing other than one-stop shops or bargain boozers. Generations of independents will disappear. But not all of them – who knows, maybe pet business world will return for our 50th anniversary!"
Readers may be more familiar with George Eliot’s novel, The Mill on the Floss, but Pets Tums is in the heart of Eliot country. Sandra Pearce visits the retailer to discover he is a man with a mission
Recognising the limitations facing women novelists, Mary Anne Evans adopted the pen name George Eliot to ensure she was published – and succeeded as a key Victorian novelist. Pets Tums is smack bang in the middle of George Eliot country – the pub down the road, for instance, is thought to have been the setting for the Rainbow Inn in Silas Marner. Robin Wachlin opened Pets Tums in Attleborough, Nuneaton, and in true George Eliot style, he identified a niche, saw the opportunity and pressed ahead, breaking away from the typical image of a pet shop. For when you walk into his shop, it feels like you are in the surrounds of a health food store such as the likes of Holland & Barrett. “That is the impression we wanted to create,” said Robin, describing his shop as a new concept in pet nutrition and healthcare.
In prime position are shelves filled with products that are perhaps more commonly found in herbal and natural health shops, such as colloidal silver, Echinacea and slippery elm. Colloidal silver, he informs, is proving very popular with customers, and his top seller is DE (diatomaceous earth) powder, a natural agent for the internal and external control of parasites in animals and birds.
This is not to say that Robin is the equivalent of a modern-day herbalist for pets for he also stocks a more traditional range including the familiar Johnson’s Veterinary Products, Trixie shampoos and Petzlife oral care products. He shuns the oft-touted route of an SQP – through which one can sell chemical treatments for worms and fleas – in preference of natural products, which is what he says his customer wants.
And this is the crux of his success – his customer profile. Robin opened Pets Tums in September 2006; it had been vacant for about two years, so he had the advantage in building a customer base from scratch from the rich pickings of a number of large estates with three to four-bedroom houses within easy reach. He had the further benefit in having no local competition, as the nearest competitor had recently retired. “I worked very hard to attract the type of customer I wanted,” he said.
Initially he relied on leaflet drops and advertising in local papers and the local directory, but word of mouth has become the most effective source for new customers. Pets Tums is big on information, he says, a statement that is borne out by one of the largest racks of information leaflets that I have seen in any pet shop. He has compiled a number of information leaflets on common problems experienced by pet owners, such as itching, colitis and diarrhoea. To make sure he is giving the right information, he relies on a few tried and trusted sources and subscribes to newsletters and has access to several large databases.
“Many people come in because they have seen one of our ads about itchy skin, for example. I am known for being happy to talk to someone for an hour, and not make a sale at the end of it.” But for Robin, what is important is that he has now built up a reputation with that person, and a channel of communication has been established, created on trust. Ear problems are also common. “Look what I’ve got,” he says, and goes behind his counter to retrieve an otoscope from its case. Using this, he can have a good look in a dog’s ears and see if an ailment can be resolved with an over-the-counter remedy such as Thornit – which he says is very effective against ear mites and to treat itchy, sore ears – or which requires veterinary intervention. “I’ve seen this work over and over again,” he states.
“It’s advice people want, and I keep my customers coming in because of the advice I give,” he says simply. “They will say there is such and such wrong with their dog, what can I feed it? And more often than not, diet holds the key.” Diet here, of course, refers to the type of food a pet eats rather than a specific brand.
It’s a case of moving from driving to customers to driving customers in Robin has had a colourful career path – he used to work in the travel industry, and prior to opening his shop in Attleborough had a franchise with mobile pet food company Trophy Pet Foods. It was hard work building up a franchise, yet what eventually convinced him that this was not his final career path was the realisation that he was working more and more evenings – his target customer tended to work during the day.
“However, the amount of training and knowledge I gained from that was immeasurable,” he said. He got to learn a lot about nutrition for animals, and was able to sit on a number of courses including microchipping. “Just for the training alone, those three years were worth it,” he said. “I need my customers to come to me, not me to them.”
Interestingly enough, even though he does offer a delivery service, he has found demand for this is tailing off as his customers seem to prefer to drop in when they are out and about and see what is new.
Yet an important consideration by all his customers thus far remains the same –good quality food at a reasonable price. “People are pleasantly surprised when they come in here and see how much it works out: you give a better quality food, you don’t have to feed such large amounts, and there is less poop. You use much less food than if you fed a cheaper brand.”
The food he stocks then tends to be natural or organic, and invariably with a high meat content. Big sellers are Barking Head and Arden Grange, though he also carries an extensive range of own-label food for all pets, including fish. He is also excited about frozen BARF foods and is convinced more and more people will move towards this way of feeding, and intends to stock the K9 range of freeze-dried food soon.
A definite no-no are the brands that big chains and Tesco stock – “why would I stock products that people can get from supermarkets?” He also admits that there are some foods he will not stock, purely because he has adopted a moral stance on them. Well, what’s the point in owning a shop if you cannot have a personal say on products?
Sales are down slightly on last year, though this is largely a result of falling sales among accessories, not food, and he is not unduly worried about this. And whereas he once used to be concerned about the effect and influence of larger stores, his attitude towards competition has undergone a bit of an overhaul.Not too long ago, pet chain Just for Pets took over a pet store less than two miles away – about a five-minute drive. Despite what the naysayers might say, business has improved for Pets Tums. Why? Because that store has stopped selling Burns pet food.
Said Robin: “People are moving away from the big chains; it is not the cost people are looking at but the availability of products. People are bored to see the same names over and over again in all these big stores.”
Then even more recently, a grooming salon opened literally down the road – the new owner claimed she was not aware that Pets Tums had an on-site groomer. He smiled: “Business picked up again for us as a result of that. People looking for her saw our sign instead.”
Before you think the affable Robin does not have a cross word for anyone… he does. He gets very annoyed with manufacturers who either undersell on RRP, or sell at RRP and offer cheap or no delivery charges. He also has little patience for manufacturers which discount heavily at shows. “It’s not sound business, and I cannot compete on that.”
Fair enough.
Here is definitely a man who knows his mind, and is not afraid to wade into new territory. Not so much contrarian as progressive.
Certainly a character, he has obviously built up a good rapport among customers. “I have some great customers, and that’s why I like this. I love the banter, the talking to people. The trade itself is fantastic when it comes to people."
You can’t ignore Internet retailing, but Copnor Tropicals has taken a somewhat unusual route in dealing with online retailers.
Some of the staff at Copnor. From left: Matt, sales assistant; Josie, supervisor; Mel, manager; and Ian, owner
Copnor Tropicals first saw light as a small shop based in Copnor, Portsmouth, nearly 30 years ago. And if you thought the “Tropicals” referred specifically to tropical fish, you’d be wrong – owner Ian Marshall says it refers to all tropical pets, whether they have scales, feathers or fur.
In the early Nineties, Copnor Tropicals moved to Garson’s Garden Centre in Titchfield, a time when pet stores in garden centres was a relatively new concept. In 2001, the new garden centre owners invested in a £3 million revamp and Copnor Tropicals unveiled its latest look. Today it is a busy pet store selling a range of tropical and coldwater fish, rabbits, guinea pigs, rats, mice, gerbils and hamsters, as well as a selection of locally bred birds from exhibition budgies through to Australian grassfinches.
Responding to the growing poultry sector, this year Ian has introduced a chicken section and sell a range of poultry products, outdoor coops and fancy chickens, again, all sourced locally. His shop was also one of the first in the area to sell reptiles. Customers have come to expect high standards, and all animals are checked hourly and observations recorded to maintain high standards. Housing is cleaned daily, and each animal is sold with a birth certificate, so customers know the exact age of their new pet.
Fish-house has plenty to offer
He said: “If I could change anything, it would be people’s perception of the pet trade, as some places give the industry a bad name – the way they keep their livestock, premises, and even themselves leaves a lot to be desired! We are dealing with livestock, and it is vital this is done in an expert and professional way. After all, customers believe what we tell them. If this is the wrong information, it reflects on the industry as a whole; we are not selling a DVD player or a bag of sweets!”
Most of Ian’s 14 staff (seven full-timers and seven part-timers) show and exibit pets themselves, and staff have built up good relationships with many customers – Copnor maintains a register of every animal bought and sold, dating back to the Eighties. “Some suppliers have been with us since the beginning,” says Ian.
It is this relationship building – both with suppliers and customers – that he sees as crucial to his success. “This relationship and respect is so important,” he said. “If we recommend a product that is wrong for our customer, or do anything to cause them to lose trust in us, we have lost that customer forever. I have worked long and hard to build up my reputation, and I’m not going to do anything to jeopardise that.”
The challenge he faces are similar and oft-quoted: large chains that operate like supermarkets, the depressed economic climate, and the Internet. So what’s his strategy to survive and thrive in these punishing times? “Customer service is an integral part of our business,” he states firmly. And keeping his finger on the pulse of the industry and the ever-changing marketplace are crucial to business stratey, he says.
Suicide mission?
Recently he has embarked on a controversial venture that doubtless many will say is pure suicide. In short, acting as a distributor, he gives customers a free app to download on their computer which searches the Internet for the cheapest product available, whether it is fashion, food, jewellery, furniture, white appliances and yes, even pet products.
He said: “Look, the Internet is here to stay, and the way we shop and research products is changing. As retail businesses, we need to move with the times and embrace the Internet experience – and all the better if we can earn an income in the process too.”
But surely giving customers a tool with which to search for cheaper products online is akin to shooting yourself in the head?
“Initially we thought there was a conflict of interest,” he said, “but I researched it thoroughly and its implications, and decided to trial it first. In order to gauge customer response, we kept a close eye on our customer count. Any drop in these figures would tell us there would be a conflict, but to the contrary, our figures started to drastically increase month on month. So straight away we knew we had possibly found a phenomenal add-on to our business that spoke for itself.”
Georgina, senior sales assistant, Matt, sales assistant, and two friendly Water Dragons!
The way it works is that customers download the app, then each time they search for a product, the Copnor Tropicals shop logo appears, which Ian says is brilliant for marketing. He explained: “This is because, in essence, our shop logo will appear on the front page of all major search engines, such as Google and Yahoo. Even if they mis-spell a word, our logo pops up on the front page every time.”
He sees the app as a valuable add-on to his business in much the same way as social networking has become. “We promote our business by using it to offer exclusive deals and vouchers to all our customers, not only in our shop, but in all other markets as well.”
He points out that people who search online for products are going to do it, no matter what you do. Customers who visit pet shops do so for the service and advice they receive. Internet businesses will never compete with the level of service you get from one-on-one contact. “Our knowledge and expertise always wins the day. For example, take a customer buying a fish tank online. If the heater or pump, or indeed the tank itself, is faulty, they would be unable to change it straight away, possibly losing fish in the process, costing a lot of money and heartache. Customers still prefer the friendly one-to-one contact. This personal service will always be valued and can never be beaten.”
Apart from the advertising and marketing benefit, where’s the monetary gain? “Every app given away and used by the customer earns us money,” reveals Ian. For instance, each month that the app remains on a customer’s computer brings in £1. A commission is received each time a customer uses the app to search for a product. “Basically, every customer using the app becomes a cash register for the business. They don’t even have to buy – it’s called pay-per-click income. If they buy something from Amazon, we get up to 10 per cent commission cheque.”
Then if any of his customers or suppliers wish to act as distributors, he gets an introduction fee of £50 for every two introduced – and is constantly looking to recruit more distributors. “Many of our customers have taken this opportunity and are earning their own money.”
To show that the app works, Ian keeps a book on the counter in his shop and encourages customers to write down the savings they have seen. And the book is filling fast with customer finds such as an Apple MacBook Pro for £735 rather than the £1799 quoted at Apple Store; Christian Dior J'Adore Parfum for £53 against £83; and car insurance for an 18 year old in at £1,300 rather than £2,100 from comparison sites.
“I know some will not agree with what I am doing, but I see this as a way for retailers to make some money off the Internet, while developing their core business. We can’t fight the Internet – it is here to stay. And despite this, I remain true to my values and am constantly working on strengthening our customer relationships. If anyone wants more information, they can call me freephone on 0800 612 5481.
“The most important thing for us is positive customer feedback, and knowing that our customers – many of whom over the years have become friends – are satisfied with our service. After all, those who are satisfied will recommend us to their friends.
“By giving out this app, I am telling my customers we are never going to compete on price, and that what they get from us is fantastic service and a total experience – and the Internet can never touch this.
Mill Lane Pet Centre is located in the heart of the Cambridgeshire Fens. On more than one occasion, owners Alan and Cindy Baldry have had the feeling of déjá vu..
Cindy and Alan with Bluey
When the going gets tough, the tough get diversifying…this could well be the motto of a multi-skilled husband and wife team at Mill Lane Pet Centre, Wisbech, Cambridgeshire. Set in a rural location in the heart of the Fens, the pet centre was set up in 1998 and originally specialised in birds and bird care products of which owner, Alan Baldry, has over 35 years’ experience, having kept and bred birds since a young boy. Over the years, the Champion Exhibitor has supplied many zoos with birds, and Mill Lane Aviaries has won awards for Best Bird Retailer from The Cage & Aviary Birds exhibition.
“It was a hobby that grew into a business,” said Alan, who is an engineer by trade, revealing that the business evolved around his trying to procure specialist products for his own birds. Wife Cindy also has a soft spot for birds, and over the years has hand-reared many different species of parrots including African Greys, Amazons and Parakeets. Their son Adam is closely following in Alan’s footsteps and is a knowledgeable breeder parrots. Trained by the College of Animal Welfare in Pet Management, he was one of the youngest in the country to achieve his qualification, and also has a keen interest in lizards.
However, the bird flu outbreak and the corresponding ban on bird imports put the bird trade very much on the back burner. “We had to change quite rapidly,” said Cindy. “The only option was to diversify.”
It was their local animal welfare officer who suggested they look into reptiles, which they did to become the only licensed retailer stocking reptiles at the time. Mill Lane has since included reptile parties and school visits, which have proved very popular with their young guests. Cindy always brings along Bluey, a blue fronted Amazon parrot, to these parties. “It’s funny. At the end of each party, we ask the kids which animal they preferred… it’s always the parrot.”
Loads of products catering to all manner of pets
The pet store today caters for horses, dogs, cats, reptiles, fish and small animals, with livestock comprising a large range of birds, smaller selection of reptiles, fish and small animals. Equine products are currently their strongest seller in terms of volume, which is not surprising considering Wisbech is horse country. The couple is happy to note that birds are showing signs of re-growth, while interest in reptiles seems to have stabilised somewhat. Perhaps because of its country location, sales in working dog foods are doing well. Yet across the board, Cindy has noticed that customers are moving away from premium brands to lower-priced brands and budget ranges as a result of the financial times.
“Fish, that dived about three years ago, especially ponds,” she said, “and has never recovered.” As a result, they are scaling back their fish species to goldfish and a few bread-and-butter tropical species. “It makes no sense to keep tanks heated and maintained when you do not make the sales,” she said.
Now that’s different!
Cindy’s true love is, however, horses – and you cannot miss the horse connection. The moment you enter the shop, you face a large horse model and wall covered in rosettes from various equine driving and showing competitions. And lined up neatly alongside is a magnificent array of horse carriages.
“My dad had heavy horses until a few years ago, and he used to drive the horses. About three years ago I said I wanted to do it; we discussed it and I started.” Cue Arthur, a ten-year-old traditional Gypsy Vanner Cob who lives in a field and stable immediately adjacent to the pet shop.
Cindy and Alan have a beautiful restored Bradford cart which they use for showing in light trade classes with Arthur. “There’s a lot of history in this – and hard work,” said Cindy. Over 300 hours was spent painting birds as decoration, and the carriage floor has a stunning image of Arthur.
Arthur lives next door to the pet shop, and Cindy can pop out during the day to give him a quick treat
The couple live next door in a bungalow, which has its pros and cons. It makes it very handy if working late or to keep an eye on things, but it does mean there is no real getting away from work, which is why she likes driving so much. “It is a way to switch off – though we still end up talking shop!”
As word spread of the work Alan did on their carriage, more and more people started asking him to do jobs for them on their carriages, and with a sense of déjà vu, Kings Carriages was set up about a year and a half ago. The never-used bird quarantine premises opposite the pet store has now been converted into a carriage workshop, and Alan along with one other member of staff manufacture a range of carriages and carts, as well as undertake restoration work.
“When I was doing a proper job,” Alan pauses and grins, “I was working for a talented engineer. He came by one day and saw my carriages, and said, ‘I have taught you well’. I said, ‘I had a good teacher.’ It was the biggest compliment anyone could pay me.”
With their fingers in so many pies, business must surely be booming? Alan replies: “We have to work a lot harder to earn less.”
Cindy says that the biggest challenge they’re facing at the moment is rising prices, especially cereal. One supplier they use previously worked to six-month contracts, which became three and now monthly, simply because prices are so volatile, changing from month to month. “We’ve had to have so many discussions with our customers explaining why prices are rising. People think our profits are going up, but if anything, margins are being squeezed.”
Being in a rural location also means they know the majority of their customers, and many have been coming for years. “If you stock good-quality products, you know they will keep returning,” she said. And because of their reputation for birds, they have customers who are willing to travel a distance. On the day of our visit, they had one customer from Kent and another from Cambridge.
Yet even out here in the Fens they are not immune from “Internet rubbish” that is clogging cyberspace. “Don’t get me wrong,” says Alan, “with the Internet, our selling opportunities are immense. The whole world is your customer now. But there is a big problem with misinformation. I, for one, do not think there should be any form of livestock website.
“I could have a customer in here on Monday and sell her a parrot. She could write an article on it on Tuesday and post it on the Internet, and on Wednesday she could be an expert breeder. There are absolute idiots out there. Have you heard the one about talcum powder? People have been told to use talcum powder instead of calcium powder for their reptiles. Why? Because it looks the same. The other thing we’ve heard is to just sprinkle any old multivitamin into the tank and it will do.
“We will never compromise on quality. If a customer says they can buy it cheaper elsewhere, we know they are not getting the right equipment. I am not going to compromise my reputation or principles for a £10 note.”
The couple is delighted that captive birds look to be coming back in popularity, and as such Alan has started an expansion plan and reveals that Mill Lane will be able to supply bird species to other retailers. “There is definitely increasing interest in birds from aviary keepers, which at one point seemed to go out of fashion, but is now regaining its popularity. As such, we are importing birds and captive breeding some ourselves.”
They say history repeats itself. Alan and Cindy can attest to that.
