Independent pet retailers are fighting an uphill battle every day. Mass-market retailers are devoting increasing amounts of shelf space to pet products sold at discount prices by clerks who wouldn’t know a hamster from a guinea pig, and brands that have been pioneered and championed for years by pet specialty stores are being bought by consumer-product giants that slot the products in every supermarket in the country. Meanwhile, Internet retailers continue to take a bite out of brick-and-mortar store sales with the added advantage of low overhead and often no sales tax.

Fortunately, pet specialty retailers aren’t alone in their fight for survival. Their local pet product distributor is a powerful ally for which success is dependent on healthy and vibrant pet stores. Distributors’ businesses are built on providing products and service to hundreds of retail customers who collectively form a convenient, knowledgeable and value-driven source of pets and pet products for discriminating consumers. Retailers shold take advantage of the services that distributors provide.


Product Selection
Distributors ensure visibility of a wide variety of products that you may not have seen or haven’t had time to check out.  Distributors’ buyers are constantly evaluating new products to add to their inventory. With many full-line distributors carrying more than 15,000 SKUs from several hundred manufacturers, they have an endless variety of unique items to help make your store stand out from the mass merchants and big boxes.


Brokerage of Co-op Dollars
Pet product manufacturers make thousands of co-op dollars available each year to help retailers promote products. Most retailers have a difficult time keeping track of all the promotions available, let alone managing the sometimes-arcane requirements to qualify for co-op funds. A distributor is an ideal broker of co-op funding, helping negotiate the maze of promos and ensuring you get the funding you are entitled to.


Develop Marketing Plans
How you market your store can be as important as the products you stock. Most pet store owners can’t afford to hire a full-time marketing professional, and marketing consultants can be expensive. Many distributors have full-time marketing managers available to help frame your message and promote your brand. Take advantage of this often overlooked service.


Create In-Store Programs & Promos
Featuring specials and creating attractive displays are critical elements in attracting and keeping customers. From point-of-purchase displays to eye-catching signage and endcap layout, distributors have the expertise to help plan and execute in-store programs and promos. Your distributor can also let you know weeks in advance when certain products will be on special, allowing you to tie sales to special in-store events.


Consistent Delivery Schedule
You can’t sell what you don’t have in stock, and knowing when you will have a product to sell can be just as important. Distributors provide their customers with a consistent supply of products when and where you need them. Distributors are in stock on most items an astonishing 95 to 99 percent of the time, on average. And because they are local, you get delivery in a matter of hours, not days or weeks.


A Trusted Partner
Your distributor should be a trusted resource. The distributor salesperson or customer service rep is an excellent source of business intelligence. It is their job to know what consumer trends are driving sales and what brands are hot sellers. And when problems arise that tax your resources, tap into your distributor’s knowledgebase for solutions.


Steve King, CAE  is president of the Pet Industry Distributors Association.