| Retaining customers is one of the most important | | | | leaders, etc) but rotate out collar designs, coat |
| aspects in any retail business and especially true in | | | | designs and gift items. A frequent customer will soon |
| the pet boutique business. Since margins are lower | | | | get bored shopping in a store that always looks the |
| than typical retail, pet businesses need to retain as | | | | same. Keep up with fashion trends, new product lines |
| much repeat business as possible. But once a | | | | and the latest and greatest new product or toy. |
| customer has a bed, collar & toy why should | | | | Also, if you are unable to freshen up your inventory |
| they come back for more items? Keep reading for | | | | completely you can re-merchandise the store and |
| some great ideas on how to keep those customers | | | | move around displays and products. To a customer's |
| coming back through that revolving door. | | | | eye, this could be all new inventory as they might |
| Advertising & Marketing: | | | | have not seen it in a different setting or location on |
| A true but sometimes frustrating quote we | | | | their last visit. Of course customer service is key in |
| frequently here is, "50% of all advertising works...the | | | | repeat business; if you go the extra step your |
| trouble if figuring out which half". Advertising is key | | | | customers will truly appreciate the effort and return. |
| to keeping your customers thinking about you and | | | | Sue Williams from Barking Babies agrees, "The |
| returning. But which advertising to use can be tricky | | | | number one reason our customers return is because |
| so try to find out what works best for your store | | | | of our customer service and our selection. Many of |
| and location. A little tip though - check out television, | | | | our customers are repeat customers because our |
| it is often a little known secret that it is less | | | | selection is the largest in mid-Michigan ...we carry |
| expensive than print and can relay much more | | | | quality items in three different price ranges. I try to |
| information about your unique store then an | | | | carry items like sweaters, tees and tanks and coats |
| unexciting print ad. Events are a great way to get | | | | and dresses in the $25.00 range and lower which are |
| repeat business in your store - after a few years of | | | | nicer quality items. I then have a middle priced range |
| doing events, you are affiliated with that event and | | | | of clothing $25.00 and up to around $45 - $50. Then I |
| customers will come back each time. A weekly event | | | | also have the higher end clothing items from $55 - on |
| works well for more frequent business such as | | | | up to $130 coats and $90 dresses." |
| Yappy Hour or Wine & Dine. | | | | Email/Mail Lists: |
| Try and try again until you succeed - don't be afraid | | | | Maintaining a mailing list of some sort is a great way |
| to try unusual advertising methods as what doesn't | | | | to bring back existing customers. Offer them a |
| work for someone else may work for you. Just | | | | coupon on the mailing so you can track the results - |
| make sure to allow ample time to track | | | | something enticing enough for them to take the time |
| effectiveness. Sue Williams from Barking Babies in | | | | to keep it and bring it back. Mailings can be extremely |
| Fenton, MI has some proven advertising methods for | | | | expensive so we recommend creating an email list |
| repeat business, "We run a commercial on the local | | | | which you can maintain for a small fee with services |
| television station a couple of times a year. We have | | | | such as or Don't rule out email lists thinking it will |
| also advertised on a billboard on the interstate which | | | | exclude some of your clientele as you would be |
| brought in a lot of customers from all over the | | | | surprised who has an email nowadays - even your 90 |
| country. We also have participated in several pet | | | | year old grandma! |
| shelters fund raisers with fashion shows which usually | | | | Frequent Buyer Programs: |
| brings a sell out crowd every time. Our fashion | | | | One of the best ways to create repeat business is |
| shows have been a huge success. We of course | | | | creating a frequent buyer program. For example, |
| advertise in our local newspaper and our society | | | | offer a punch card offering, "Buy 9 bags of food or |
| magazine." | | | | treats and the 10th is on us!" Sue Williams from |
| Food: | | | | Barking Babies has a successful frequent buyer |
| Not all pet boutiques sell food and some only have a | | | | program that has helped them retain customers "We |
| limited selection but if you don't currently carry dog | | | | have a V.I.P. card for Barking Babes. The amount you |
| food, it might be something to consider. You only | | | | spend each visit is stamped on our V.I.P. card and |
| need to carry a few good lines while educating your | | | | after 10 purchases we take the average the |
| consumers on switching to the organic healthy lines | | | | customer has spent and she now can select items in |
| you carry. If you are selling food, most customers | | | | the store totally free for that amount and it doesn't |
| come back once or twice a month to replenish their | | | | cost the customer anything unless they spend more |
| needs and what better way to get them to buy a | | | | than the average which they usually do." Everyone |
| new collar, toy or treat each time they come back. | | | | loves getting something for free and you keep their |
| Research the pet chains in your area and try to | | | | business for every pet need purchase. |
| differentiate yourself by carrying more high-end | | | | Website: |
| organic lines that can't be found at the big pet chains. | | | | For pet boutiques in our tourist areas, such as ours in |
| This not only differentiates yourself from the chains | | | | gorgeous Lake Tahoe, a percentage of your clientele |
| but it also brings your customers back for your | | | | can never come back into the store. A website is a |
| knowledge and high food quality. And if you don't | | | | great opportunity to retain those customers that |
| already do so, keep the food in the far back of the | | | | might not be able to shop in your store in the future. |
| store so your customer has to walk by your entire | | | | Websites are much less expensive to set up than |
| enticing inventory selection before grabbing their | | | | they used to be and with shopping cart programs |
| food. | | | | such as yahoo you can do most of the work |
| Changing Inventory & Customer Service: | | | | yourself with limited expenditure. Of course, before |
| In the pet boutique business, it's extremely important | | | | you take the internet leap, make sure you have the |
| to keep your inventory new and fresh. Of course, | | | | time and resources to maintain it. |
| keep your staples consistent (bones, food, gentle | | | | |