The Good Dog Blog

Aside from food and treats, I can’t think of a more important category in a pet store than leashes, collars and harnesses. Unlike food, however, collars, leashes and harnesses can drive healthy margins and generate repeat business. And, in terms of style, function, selection and price, what more could a retailer ask of a product category?

The challenge–and the opportunity–for retailers is to execute a strategy to drive repeat business for this important line of products. I focus on this issue because, as we all know by now, consumers have cut back over the past couple of years. For many pet owners, the mindset has been deeply established that frayed, knotted, dirty and worn is good enough–no need to replace just yet. It’ll do.

Retailers must directly confront that attitude–tactfully, of course–because of all the non-consumable products in your store, leashes, collars and harnesses have the greatest potential for replacement business, which represents missed opportunity left unattended. It’s worth it to target your sales strategy on these products specifically for the purpose of getting customers accustomed to replacing old gear with fresh, bright new rigs.

To do this, focus on the strengths.

What is style?
First rule: let your customers decide what fits their individual preferences. Retailers must offer a varied selection and plenty of choice, and choice is more important to customers for this product group than one might think. Don’t assume your customers look at a collar and lead for mere utilitarian function. It’s got to look good on the dog.

Never let your display of collars, leads and harnesses become drab or tired looking. This is mandatory equipment for dog owners, of course, but stocking exciting styles and lots of choices helps get customers excited about new looks for the season or for special occasions.

Look for exciting, unique patterns in ribbon collars, but don’t forget to include monochromes. Include a variety of materials: leather, nylon, hemp, cotton and acrylic. And while most store operators have probably experienced decreased demand for bling, it wouldn’t hurt to try to showcase a few fancy samples just to let your customer dream about the possibilities.

But how to convince customers to replace these items when they might be inclined to make do? Try discussing style in language that conveys “value.” For example, for a relatively small investment, your dog can look fabulous, which makes you feel great. Style can be “unique,” which has intrinsic value.

Style is seasonal. You can link style to special occasions such as holidays, vacations, weddings, showers, charitable events and social gatherings where dogs are welcome. Remember style is about being seen, and that connotes social settings. Be mindful of clues in your conversations with customers that might hint at those sorts of opportunities, especially if it’s a calendared event in the future. Your customer might not be ready to buy today, but try to get them back in later, closer to the event date, to reconsider.

The Functional Strategy
Beyond the flair, there’s the practical. One of the best favors you can do for your business, your employees and your customers is to be as knowledgeable as possible about the proper function of collars, leads and harnesses. This is where time spent learning and training employees really pays off. There are lots of smart dog people who’ve given lots of thought to the way these items are designed.

For example, certain collars designed for training purposes might not be suitable for all breeds. You need to know the differences. There are breakaway safety collars, but there are still risks and trade-offs one must consider. Fast-drying air collars offer unique sales opportunities. Buckle versus clips each has its own benefits.

In reviewing these many options with your customers, encourage them to follow up with you to let you know how their particular selection worked out for them. Learn about the behavior of the dog and whether something is working or not–and be ready to offer a recommendation that addresses particular problems, such as a harness instead of collar, for example.

Harnesses have the unique potential of marrying both function and style, which presents all kinds of openings to suggest return visits to your store. Designs that unite the equipment with dog apparel, such as vest-style harnesses of many styles, present great fashion statements, provide safe restraint and control and can help keep dogs warm as well.

There are Roman, figure-8 and step-in harnesses, while training harnesses let you partner with your customers in dog training. Many people have a hard time figuring out how to properly fit harnesses, especially highly complex and specialized training systems. Your knowledge and assistance helps to reinforce your relationship with your customers and their dogs.

A retailer’s selection of leashes can include retractable leads, short traffic leads, English slip leads, twin couplers, hands-free with traffic lead handles and bungee-type leads. Each has unique design qualities that address specific issues for certain dogs and behaviors.

The functional range cited here only begins to scratch the surface of the many opportunities to drive repeat business. For example, new puppies often do better in harnesses than in collars when learning to walk properly on the leash. As the puppy grows to adulthood, collars can be used full-time–that means, repeat business.

The Price is Right
For the value that leashes, collars and harnesses provide dog owners in terms of safety, training and style, consumers are getting a great deal in most cases. This product category enjoys a wide range of price points, which retailers can really work with.

Offering plenty of low-cost choices helps customers overcome initial anxiety about the purchase decision. Once that threshold is crossed, the next purchase won’t seem so hard, and so on. With wide price ranges, it’s easy to throw a discounted impulse buy into the cart along with the carefully considered leather lead representing a more significant investment.

But you’ve got to display the choice. If you’ve got a bright selection of vibrant patterns and colors, show them off. Spread those colors and exciting patterns out across an open plane of wall space or hang them along freestanding display stands.

Let patterns and color beckon your customers. Hang leashes vertically and peg collars horizontally to create interesting configurations in your store. Harnesses need space to hang. Avoid bunching the merchandise. Customers don’t want to untangle knots. Make it easy to compare and  encourage return visits when the season changes.

Dan Headrick is a writer and marketing executive. He and his wife Pam Guthrie owned and operated Wag Pet Boutique in Raleigh, N.C., from 2003 to 2010. The store received numerous community and industry awards.