I live five minutes walk from one of Perths largest ‘puppies only’ pet stores.
These guys are the definition of the ‘bad guys’, with everyone in the know speaking their name with the same venomous tone, yet I find myself dropping in to visit as often as I can.
Believe it or not, there’s a lot we can learn from the way they run their business. Although their customers are possibly making mistakes that will cost them dearly in the future… gee wizz they’re happy while they’re doing it!
Have convenient opening hours
The puppy store is open 7 days a week 9-5. Even for those customers who work, it’s easy to find time to drop in. On a Thursday night they’re open until 7pm and the shop is full of people and their kids.
These extended hours attract customers who work, who have families (and money to pay for lifetime care!) and who are looking for a pet.
Even if you’re not able to run such long hours, give consideration to opening later to allow people to visit you after work. If you’re only open from 10 to 3 you’re eliminating the chance of very legitimate potential adopters visiting you.
Love thy customer
Suprisingly a number of people in rescue tell me they’re ‘in it for the animals, not the adopters’. Unsuprisingly these aren’t the rescuers I’d send my own friends to.
Like it or not you HAVE to be in it for the adopters. If you can’t attract good adopters, who want to have a relationship with you – then you’re going to have loads of pets and no homes.
Knowing your customer is key to any successful business; if people are adopting from you should know why. If they’re not you should definitely find out why!
A pet store makes an effort to meet and greet the people coming into their stores and try to establish a relationship. Customer service is key. People want to feel good when they adopt a pet; they’re doing a good deed and are excited about their new family member. Find out what their needs are.
When people walk through your doors are they welcomed? Are they ignored? Or is it something worse?
Treat potential adopters as your lifeblood. After all, they are!
Location, location, location
It’s no mistake that pet stores are in shopping centres in busy locations; sales!
However, being visible the community doesn’t only attract irresponsible owners – it attracts EVERYONE! You can’t wait for people to visit you, you need to go where the people are.
Getting out into your neighbourhood and allowing the public the opportunity to meet you and interact with your pets is going to make a huge difference to both your adoptions and your standing in the community.
Check out some of the programs other shelters are running such as the RSPCA Road Home Program and the Greyhound Walking Club.
Learn to like feedback
Ask for feedback at every opportunity; from your volunteers, your staff, your adopters and people just visiting. When you ask for feedback, some of it will be things you can change some of it will be things you disagree with, but never argue with the person giving it to you; that will only ensure they’re never honest with you again.
The only way to find out what you’re doing right and what you’re doing wrong is to ask.
Be attractive
Pet stores that do well are clean, tidy and well lit. Less is more.
If at all possible having an area dedicated just to customers, with staff rooms and offices separate. This will help you have a clean, uncluttered area that your visitors can feel at home in.
If that’s not possible, give one person the responsibility each day of walking out; walking back in and picking up on any mess, clutter or dirt that draws the eye. Then get rid of it!
Run a successful business
If a pet shop lost money on every item it sold it wouldn’t be in business very long, and it certainly can’t grow to be even more effective at reaching the public.
While the reality of rescue is that you’re more likely to run at a loss than a profit, don’t feel guilty if you do make money on pets. The age-old myths that ‘ethical rescue must run at a loss’ and ‘people won’t pay for rescue pets’ are completely busted. There is no mission without money, so don’t be afraid of being successful at what you do.
Aim to show people your great achievements, the awareness you’ve created and how huge the difference is that you are making in the community, rather than how poor and in need of help you are. You’re in the business of being effective.
Steal from your competitors
You can’t join em, so you may as well beat em! Find out what the competitors in your area and beyond do. Pet shops, breeders and other rescue; see what lessons they have for you – you might be surprised at what you learn!
