(Published in Feb. 2006)

Canine Customers
Never underestimate the buying power of shopping dogs
By Scott and Ann Springer

In big letters on the front door of Debra Wolfe's Algona, Iowa retail shop it reads, "All pets welcome, children on a leash." Even the store name, Pet Kingdom…Where Pets Rule, alerts owners that their pets are top dogs there.

In fact, dogs may feel more pampered at Pet Kingdom than they do in their own homes. Upon entrance into the shop, dogs are greeted with a smile and a fresh-baked treat from the shop's bakery. "It gets them in the mode that this is a fun place to be," Wolfe says.

Wolfe has even seen dogs pull their owners across the parking lot and into the store because of eagerness to return. "They yank their way up to the door because they remember what goes on here and they know they enjoyed the experience," she says.

Catering to Canines
Wolfe can't imagine her shop any other way and enjoys the tone that is set when pets' needs come first.

"There is no way I would have built a facility and not have pets allowed in it," Wolfe says. "I built the shop for pets to be in the store."

The store was designed with easy-to-clean hard-surface flooring in case of potty accidents. Many toys are kept in bins at a dogs eye-level, so they can do a little shopping of their own.

"You should see their expressions when they feel involved in the process because they get to pick things out," Wolfe says. Wolfe allows nervous dogs making their first visit to her store to roam off-leash so they feel more comfortable.

"It's so rewarding to see a dog, that has come into the store scared, come up to register with the toy it picked out and then see it walk out with the toy in its mouth," Wolfe says. "It's a hoot. I wouldn't trade it for anything."

Even potty accidents, which can be a drawback to having animals in any pet shop, are few and far between since Wolfe created a green space in lieu of a back parking area. This cozy, outdoor makeshift dog park includes faux fire hydrants, bird feeders, a white picket fence, and park benches.

Dogs even create long-lasting friendships from socializing at Pet Kingdom, Wolfe says. She's even see dogs shop together like old friends. "It's fun for us as employees to help promote these interactions," she says.

During the peak holiday shopping season dogs may come close to outnumbering human shoppers. "At the holidays, it's almost like a dog park in here," Wolfe says.

Boosting Sales
Moms everywhere know that if they take their children with them to the store they always end up spending more money than they anticipated spending. Dogs aren't unlike children in this respect, so you should consider rolling out the red carpet to pets to increase sales.

Allowing dogs to roam free and sample toys and treats can boost sales, Wolfe says. It also helps to increase sales of clothing items because the owners can try the products on their dogs before purchasing them.

"They can try everything on from boots to collars to bandanas," Wolfe says. "You wouldn't buy someone a pair of shoes and expect that they would fit. And dogs are no different."

Shopping becomes a main event when Fido can tag along. Customers' visits to your shop may increase in frequency, if the doggie welcome mat is rolled out, because it provides an additional location for dog parents to have an outing with their pooches.

"It's a great feeling for a dog owner to have an area to where they can bring their animal that they treat like their child," Wolfe says. "It makes them feel important because their pet is treated like a member of the family."

Puppies for Sale
Retailers can also boost sales of puppies or increase dog adoptions by creating a designated area for livestock to roam. Mark Pells has allowed his puppies out to socialize with customers and other puppies for 30 years.

"It definitely helps to increase sales," says Pells, the owner of The Sand Bar Pet Shop in Mission Viejo, Calif. "People can handle and touch the puppies. There's a natural draw for people to want to touch the animals."

An increase in sales is a bonus, but Pells says the health and welfare of the puppies is the primary reason the pups get out so frequently for fresh air. The dogs visit the corded-off area, in the back of the small shop, three or four times a day.

Customers are allowed to bring their dogs into the shop, but interaction with the puppies is limited to customers who are shopping for a new puppy.

"There is always a remote chance that a big dog could hurt one of the puppies, but disease is always a concern," Pells says.

New puppies and their potential pet siblings are put in a separate, isolated area to become acquainted on neutral territory.

Preventing Accidents
Wolfe says she's yet to have an incident in her store with an aggressive or viscous incident. "As issues come up we will address the issues on a case-by-case basis, but there really hasn't been an issue," Wolfe says.

Wolfe believes the dogs modify their behavior when they are visiting the shop. "It's neutral territory, and they enjoy being out," Wolfe says. "All of the smells and toys they see distract them from aggressive behavior."

Children have proven to be more of a problem than animals that walk through the door at Pet Kingdom. "If we had our choice between pets or children in the store, we'd take the pets. We've had more problems with children causing issues and breaking things than we've ever had with animals," Wolfe says.

While Wolfe and Pells have not had incidents occur, it's a possibility that a dog may hurt another animal or a customer. Be sure your insurance policy would cover you in case of an incident.

"I have a blanket insurance policy that would cover reasonable injuries," Pell says. "I also exercise common sense, and ask people who don't have their dogs under control not to bring them in."

Wolfe agrees that insurance is an important aspect of having dogs roaming free in your shop. "We are fully covered insurance-wise," Wolfe says.

It's also important to keep your eyes peeled for potential risks, Wolfe advises. "If there is a small child in the shop and a large dog off-leash we watch out for potential problems like that."

Scott and Ann Springer are frequent contributors to the magazine and are based in Southern California.