Dog owners care about the food they feed their pets, but between mealtimes–treats and dietary supplements–is when the love really shows. Treats and supplements are also special for storeowners, because they generate high margins and repeat business. Indeed, this important merchandise category can help boost the relatively low margins the food business drives. All a retailer needs is a relatively simple yet strategic in-store display and thoughtful promotion.


Power of Placement
One of the most powerful retail tools treats offer is packaging. High-impact graphics, great color and wonderful geometrics in the form of boxes and bags offer display options storeowners can really work with. Consider the relative merits of displaying products by brand–sometimes in proximity with same-brand foods. Or, organize these products based on their functional appeal. For example, products that aid digestion, treats for training or behavior modification, supplements for hip and joint support, treats designed to be used inside toys or treats used to administer pills.

Treats can also be organized by nutritional profile: meat treats, freeze-dried, grain-free, vegetarian and fish. And don’t forget body parts. Digestible chews and natural body parts come in a variety of choices and can stand alone in most store layouts as a single section. With all these varied options, the in-store display potential is huge. But store positioning is more than just visual appeal. Retailers can affect customer behavior with the choices they make for treat and supplement display.

For example, a customer might seek treats or supplements appropriate for an older dog that needs help keeping weight on. Instead of pointing the customer directly to high-calorie treats, first ask a few additional questions to determine more about the animal. Perhaps her appetite needs to be piqued just before a meal to help her eat more food. Or the animal might need a full nutritional supplement instead of treats. The dog might need other help, too, such as aids to help get in and out of the car or special non-skid booties to prevent sliding on slick surfaces around the home.

There are many other ways to cross-sell. For example, tendons and bones can support dental hygiene, which opens the opportunity to point out toothbrushes and other dental care products. Or, a small investment in signage positioned with training treats can help dog owners also realize that collars, harnesses and house training aids are just behind them.

The most powerful placement strategy is controlling traffic flow. Customers might enter the store and head straight for food and snacks, but a retailer can make sure they pass by the toys and collars on their way. Storeowners can 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, position this merchandise in a way that makes it hard to miss on the way out.

Treats are also great for customer relations. Keep a bowl of goodies on the counter to offer dogs (always ask the owner for permission first) when they come in. Purchased in bulk, this inexpensive investment in good will helps to cultivate a warm, friendly environment in a store and also helps sell.


Functional Treats and Supplements
Sometimes treats and chews help alleviate separation anxiety in a dog when the owner must leave them alone all day while they work. Other dog owners may want to correct bad behavior, and treats can be an indispensable tool.

Training treats are staples of any puppy and dog training program, but what this also implies is that customers are searching for other recommendations on rearing a dog. One helpful tip is that no single treat will hold a dog’s attention as long as a variety of treats will. Recommend a mix of flavors and textures–beef, chicken or salmon; crunchy and soft–to hold the pup’s attention during training. It also might be helpful to note that training treats should be small and tasty, not filling.

Dental health suggests any number of healthy treats and supplements. Many pet owners know they should attend to good dental hygiene, but they can’t manage toothbrushes and toothpaste. It’s helpful to point out to them the benefits of bones and tendons, dental treats and crunchy biscotti treats that go beyond simple snacking.

In addition, dietary supplements can contribute important nutrition 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.

Pet owners want to give back, and treats are what they use to express that desire. Many customers have made treat shopping part of their daily ritual after a hard day at work, before they open the door to a wagging tail waiting for them at home. And because of the impact these items have on a store’s bottom line, retailers who incorporate treats and supplements into the mix will also have a reason to be excited. 


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.