Creating a Royal Experience
By Lindsey Wojcik
March 15, 2013

Carrollwood, Fla.-based Royal Pets Market & Resort—the 2013 Retailer Excellence Award winner for Store Design—combines branding and store design to create a royal experience for its customers. Denise Wolin-Gore, queen of Royal Pets (well, technically, CEO and president), believes a winning store design is crucial to the store’s continued success.

 

 

Congratulations on the Excellence in Store Design Award at Global Pet Expo! What does the win mean to you and your staff?
We are very excited about be being chosen for our store design. We really tried to create a shopping experience for our pet parents—not just another trip. Our customers have rewarded with us loyalty and spreading the word throughout our communities.

 

 

What is the overall theme to your store's design?
Our theme is built around the logo for Royal Pet Market & Resort. Our customers can expect and will be very satisfied with our “royal treatment.” We aim to thrill both our four- and two-legged customers. Just happy is not enough!

 

The 17,500-square-foot store, which is an extension of our visual brand, conveys the feeling of royalty inside and out. The exterior features paw-print stonework and window graphics that lead customers to the front entrance as if they were reading a storybook. Framed portraits of our family pets hang on the walls inside the store, and all in-store signage is consistent with the royal theme.

 

 

 

How important is this theme to your store's success?
I believe it is critical. It sets a standard throughout the organization. We expect nothing less then the royal treatment for every guest and shopper!

 

 

How involved are you with your community?

We are very involved with pet organizations and volunteer programs that benefit pets. It is our responsibility to help pets in need in the community, which is why we do not sell dogs. We work hard to further adoptions in the community. We believe in purebreds as well, but feel strongly they should come from top-tier breeders that work hard to improve their breed. We always have a few pets looking for a home at the store. They are from the Tampa Bay Humane Society, which works very hard with us to save lives and adopt their pets out from our store.

 

We are also always doing events for our customers, inviting them to come in for a variety of events, which may include meeting a pet physic, take photos with their pet or making a holiday ornament with their pet name, in addition to many other fun events.

 

 

What is your favorite part about being in the pet industry?
This is an easy question... It is very rare when a passion, such as the love of pets, can be combined with your career. Everything we do in the business is driven by our passion. We love pets and enjoy building a business to help pet parents learn more about taking care of their four-legged kids!