Think about the treat and chew category: low price points, high margins, repeat business and great packaging that offers unique merchandising opportunities. And while the tightening grip of the recession may force many pet owners to buy less expensive food than they otherwise might, they can still buy high-quality, high-value treats without breaking the budget. Indeed, for many retail operators, treats and chews might merit a second look to determine whether the allocation of retail space ought to be increased.

And just as snacks, treats and body parts come in a seemingly endless number of choices, this versatile category speaks to a broad range of customers’ needs, presenting a handy tool for market development with your customers.


Ultimate Retail Multi-Tools
Shoppers interested in training aids should be introduced to the treat and chew section. High-value treats are staples of any puppy or dog training program, and customers are always on the prowl for knowledgeable recommendations. One particularly important issue to note, from a retailer’s perspective, is that no single treat will hold a dog’s attention as long as a variety of treats will. For example, recommend a mix of flavors and textures– beef, chicken or salmon; crunchy and soft–to hold the pup’s attention during training. It’s the not knowing what’s next that often keeps dogs interested and helps storeowners sell across a broader product offering. It also might be helpful to note that training treats should be small and flavorful, not filling. Avoid cookies for training purposes.

Sometimes treats and chews can also help alleviate separation anxiety in a dog when the owner must leave their little buddy home alone. And some dogs need a little coaxing to get into the car for a visit to the vet or the groomer.

As a dietary supplement, snacks and chews offer benefits to a dog’s diet, and many pet owners work very hard to manage serious dietary issues for their pets. Fortunately, they have an expansive number of choices–from high-protein, supplement-packed health bars to organic, low-fat, vegetarian snacks. Natural bones, tendons, bully sticks and body parts also deliver rich protein and calcium while providing enjoyment and relaxation.

Don’t forget about dental health. Bones, body parts and other natural chews provide a great way for a dog to enjoy a satisfying snack while also working plaque off of their teeth. Many pet owners know they should pay attention to good dental hygiene, but they can’t manage toothbrushes and toothpaste. For them, it’s helpful to point out the benefits of bones and tendons, dental treats and crunchy biscotti treats that go beyond simple snacking.

And then there’s love. Just as our beloved canine companions want to please, pet owners also want to give back. A quick pass along the chews and body part section of a store or the packaged treat shelves, for many customers, is a satisfying cap to a long day at work when they come home to be greeted by their best friend.


Using Merchandising That Pops
Packaged treats display with all the power of high-margin merchandise, such as toys and collars, leads and harnesses. Use that power. Showcase visually appealing graphics and package design. Work with colors and reach out to shoppers with package shape and form.

Treats and chews also demand less shelf space than, say, food. That means a retailer can generate volume sales at levels few other product categories can and at the all-important repeat business frequency of food sales.

The functionality of treats–training, dietary supplement, behavior modification, etc.–opens opportunities for in-store merchandising strategies that leverage related products, such as training harnesses or pee pads for puppies, low-fat or vegetarian foods and digestive enzymes for sensitive stomachs.

Digestible chews and natural body parts come in a variety of choices and can stand alone in most store layouts as a single section. The section might include smoked meaty bones, kneecaps, tendons of all sorts, ears, esophagus, trachea, heart muscle, pig snout, ox tails and bully sticks. The result is a veritable salad bar of body parts.

Body parts and natural chews sold in bulk command impressive margins at price points that make customers feel good about the purchase they’re making and the value it brings to their dog in terms of sheer pleasure.

By their very nature, treats and chews generate repeat business. So optimize that repeat foot traffic to help boost the profile of other products. For example, customers entering the store for their favorite treats will tend to head for their favorite product. To get there, though, make sure they first pass by the toys and the collars and leashes. Make it easy for customers to notice grooming supplies and cleaning products as they make their way to the body part section. If customers miss the bowls and diner sets on the way in, try to position merchandise in such as way that makes it hard to miss on the way out.

And even within the treat section, try moving things around every so often. Customers will be forced to see products with fresh eyes, and the retailer will have an opportunity to help steer them through the entire selection.

And finally, because treats suggest impulse giving, keep a selection on the counter to offer dogs (always ask the owner permission) when they come in. Purchased in bulk, this inexpensive investment in good will helps to cultivate a warm, friendly environment in the store and also helps sell.


Dan Headrick is a freelance writer who, with his wife Pam Guthrie, owns Wag Pet Boutique in Raleigh, NC. The couple, former corporate burnouts who just got fed up with having to leave their dogs home alone all day, opened Wag in 2003. The store has received numerous community and industry awards.