(Published in Aug. 2006)

Puppy Paraphernalia
Recommending the best products to help raise Rover right.
By Scott and Ann Springer

Puppy owners often ask themselves, "How could something so small need so many things?" Just like a newborn baby, a new puppy can require armloads of products for getting through the first 12 months of life.

"You have to train puppies to do all of the same things a baby would do—potty train, eat solid foods, discipline, etc.—but in a shorter amount of time than you have with a baby," says Darlene Frudakis, the president and chief operating officer of PetAg Inc. in Hampshire, Ill.

As a retailer, you can do much to help new puppy owners succeed. First, you should advise them to be prepared with the proper supplies before the puppy comes home, Frudakis says. And the best way to do this is to prepare a shopping list of must-have items for your new puppy owners when they walk in the door.

It's Chow Time
The shopping list starts with the right food. Direct your customers to the food aisle to select the proper food based on the age of the puppy coming into their home. "Nutrition is the most important thing for giving a dog a healthy start," Frudakis says.

A very young puppy—under four weeks—should be fed a puppy formula, similar to an infant formula for humans, Frudakis says. Typically this type of formula is used by breeders or for a litter born in a customers' home because most dogs aren't purchased until they're weaned.

PetAg also manufactures a transition puppy formula that can be bottle-fed, like the newborn formula, or it can be poured over dry food.

With the transition formula "you'll have great acceptance of food, and then slowly take the formula away as the puppy gets acclimated," Frudakis says.

Getting the Gear
Along with providing food, a customer must also offer shelter to the new puppy. Pet beds come in as many shapes and sizes, but crates are usually recommended for young pups.

"Crates make housebreaking easier and it keeps them from being destructive in your absence," says Loralei Zwitt, the owner of My Dog & Me in Houston, Texas.

Chew treats and toys can help them adjust to their crate and provide a proper outlet for chewing and teething. "Puppies will chew so you have to offer them edible things to chew on," Zwitt says.

Training treats are also handy for reinforcing behaviors taught early on, such as housebreaking and walking on a leash.

"Pick something that is easy on the stomach because you go through a lot of training treats with a new puppy," Zwitt says.

Another item on the must-have list might be products to help the puppy deal with the stress of transitioning to a new home, having new owners, and being away from the litter.

"Changing environments can be very traumatic for a puppy," Frudakis says.

Releasing a synthetic hormone, similar to the one secreted in nursing mother dogs, into the home of the new puppy helps ease stress, suggests Tamara Center, the marketing manager for behavioral products at Farnam Pet Products based in Phoenix, Ariz.

Farnam offers a line of synthetic hormone products that release into the air by means of a plug-in diffuser or a spray.

PetAg makes a product to combat intestinal distress that releases good bacteria into the intestines, Frudakis says.

Another product to consider adding to the list is educational material about new puppies. Shelter dogs that have been adopted may suffer from stress more than a dog coming from a breeder because they may have had several homes before they came to their current owner.

Farnam has recently put together a training DVD for adopted dogs. "It's very sad to see dogs adopted out and then returned for behavior issues," Center says.

Starter Kits
Your must-have list could be made easier with a starter kit that you can order directly from manufacturers or assemble yourself using your favorite puppy products.

Fun items such as T-shirts that read "It's a girl" make starter kits more appealing and increase your margin, says Kristen Daly, the manager of Land of Paws, in Overland Park, Kan.

"A puppy is a big expense and then a customer has to add on the supplies that are needed and it can really add up," Daly says.

Daly offers a complimentary puppy goody bag to new puppy parents which includes chew and training treats that are sold exclusively in their store. "It brings them back in to the store," Daly says.

Reeling in new puppy owners to your shop with a free bag of food or 20 percent off your first purchase will help establish new clientele, Daly says.

Down the Road
Your recommendations should also include products and services that the owners will need down the road.

For example, some adult dogs resist having their teeth brushed, but a dog that started this oral hygiene regimen as a puppy is less likely to put up a fuss.

Additionally, age-appropriate obedience training classes are recommended at an early age. Zwitt offers one-on-one classes to her new puppy customers.

"What we discuss at the eight-week classes versus the four-month classes is different," Zwitt says. "They have certain behaviors that evolve over time."

Zwitt has also found success by hosting a puppy play group in her shop once a week for an hour.

"Puppies are forming an impression of the world in this early socialization period," Zwitt says. "You want them to be able to develop social skills without risking a bad experience with an adult dog."

Don't forget to include advice and products about grooming. Between the ages of 12 to 16 weeks is a good time to advise customers to schedule their first grooming visit. "It's much more difficult to ease them into it around three or months of age," Zwitt says.

In between professional grooming visits, send your new owner home with a soft brush. "You want it to be a very positive experience," Zwitt says. "A shitzu for example may need a lot of grooming."

Lastly, be sure to recommend helpful products that may not occur to a new puppy owner off the bat. For example, dog steps, which are commonly used to assist aging dogs in mobility, can also be beneficial for puppies, says Ken Myrick, the founder and CEO of the Burlingame, Calif.-based manufacturer PetSTEP, Inc.

"It can be hard for small breed puppies to get on or off a bed or the couch," Myrick says. "They could fall on their head or their back."

Training dogs to use these steps at a formidable age can eliminate a difficult transition to the steps down the road if they become necessary. The steps can also prevent stress on the joint that may cause arthritis and other orthopedic problems in adulthood, Myrick says.

"Now the message is clear that puppies should start on a ramp," Myrick says. "It probably extends the lifespan of the animal and if they're stress free then you won't be at the vet very often."