Last year, the American Pet Products Association (APPA) released information that 82.5 million households in the United States own a pet, and an estimated $58.51 billion would be spent in 2014 on pet industry expenses. The survey also reported that the average dog owner spends $409 annually on food, treats, vitamins, and toys, with the average cat owner spending $332. Doesn’t it make sense to try to capitalize on bringing some of this money into your practice through retail sales?

What is Holding You Back?
Understanding marketing and sales techniques presents one of the biggest obstacles a veterinary practice needs to overcome in order to establish a retail market. This lack of background knowledge, combined with the competition from high-volume, low-margin retail outlets can be daunting (Tait, 2002). The following four tips offer points to consider when incorporating retail sales into a veterinary practice. 

1. Location and Design Layout
No matter the layout of your practice, display space can always be found to showcase retail products. The key points to remember are:

• Locate retail products to create client awareness
• Design the room layout to allow for smooth client flow
• Establish display visibility throughout the entire area
• Don’t crowd, provide room for clients to pause while looking at displays

2. Point-of-Purchase Displays
Point-of-Purchase (POP) displays attract the attention of buyers, stimulate impulse purchases, and create brand awareness, which increases sales revenue. POP displays are often:

• Located near the check-out area
• Used as window or countertop displays
• Used with floor stands
• Used with banners or bright attention-grabbing signs
• Placed in areas where staff members can give information and explain the use of the product
• Placed in areas that allow easy monitoring to deter theft
• Set up in examination rooms; these particular displays are useful for products that may need further explanation by the veterinarian

3. Equipment and Organization
Clients will be motivated to look at displays that are tidy, organized, and well lit.

• The use of inclined or graduated shelves will work better than flat shelves or countertops
• lace smaller products toward the front and on top of the display
• Place larger products toward the back and on the bottom of the display
• If a product comes in multiple sizes, place the larger sizes to the right of the display
• If the display area is deep, make sure darker areas are well lit
• Place the best-selling, highest-margin products at eye level
• Group products by their purpose and label each area for client guidance
• Place support literature close to its product display
• Create notices that inform customers of additional items that are available on request

4. Let Them Look!
Place products so clients can pick them up, read the packages, and look closely at the product. Products that are not priced, or are stored in an inaccessible area, will not sell as well.

Services
Pet owners come to the veterinary office because they seek advice and services. Providing retail displays creates a type of one stop shop service that offers a convenience and level of comfort to clients. Need help setting up retail displays in your practice? Call your Covetrus representative today at 855.724.3461!

Tait, J. (2002) The Art of Retailing in Veterinary Practice. Can Vet J 43(4):303-305.