(Published in Aug. 2008)

Scrub-a-Dub in the Home Tub
Insiders Give Tools for Selling More Home Grooming Tools.
By Scott and Ann Springer

Nothing smells worse than a dog in need of a good groom. Not all dog owners have the time or the money to take Fido to the groomer every week, however, many customers are looking for ways to get that fresh-from-the-groomer look and smell without ever leaving home.

A dog owner can find lots of success as a do-it-yourself groomer with several easy-to-use products and a few hints from their local retailer, says Amy Osete, the vice president of marketing for Bamboo, a North Hills, Calif.-manufacturer.

"Dog owners should think about going through the grooming process at home in the same way that a professional groomer goes about it," Osete says.

Step-by-Step Stocking
A retailer can walk a customer through the steps of home grooming more easily by arranging grooming products on the shelves in a step-by-step method. "Retailers should stock these items in a motion from left to right," Osete says.

First on the shelf should be bathing products such as shampoos and conditioners, Osete suggests.

With so many products on the market, Karen Smith, the store manager at Speck’s Pet Supply, in Anderson, Ind., stocks three lines of shampoos: good, better and best. "We point out all of the qualities of each and depending on the needs of our customers’ dogs, the owners can choose which one will work best for them," Smith says.

Some dogs, such as Cocker Spaniels, tend to have sensitive skin, Smith explains. "So it’s best to get certain breeds on our best shampoo line when they’re a puppy to prevent any problems," Smith adds.

Aloe- or oatmeal-based choices are great for sensitive or itchy skin while other options may remove skunk smells from the coat, says John Robinson, the marketing manager for Coastal Pet Products in Alliance, Ohio.

Some breeds with skin flaps or folds, such as English Bulldogs, may need to have their skin wiped down regularly to prevent irritation and infection in these sensitive areas, Smith says.

Bathing tools, like gloves and brushes, are great upsell items, Osete says. "These products help you work the dog up into a lather which massages the skin and releases natural oils," she adds.

Alongside the bathing products should be a selection of micro-fiber towels, some of newest versions of which, can hold up to six times their weight and have special areas for the owner’s hands to slide in. "That wet dog smell can linger and professionals have drying systems, so towels are great for using at home" Osete says.

Next in the lineup of grooming products should be a selection of brushes in enough varieties to match up with each dog’s coat type, Robinson recommends. Point-of-purchase spinner racks can help match the breed with the tool as well as interactive manufacturer websites, he adds.

"It may a bit overwhelming standing there looking at all of the tools," Osete says. "They may not be sure which tool is the right one for their breed."

Shellie Lowetz, the store manager of Canine Creek Dog Wash & Pet Boutique in Tehachapi, Calif., has all of her tools available for demonstration and will demo tools on a customer’s dog, a rescue dog in her shop, or the store’s canine mascot. "We let the owners try the tools out here so we can show them how to use them properly," Lowetz says.

Brushing isn’t just a good bonding time with an animal companion; it’s also a good time to look for sores, tumors, or fleas that might not be obvious at a glance, Lowetz says.

Nail care should fall next in the step-by-step display. Clippers, files, nail scissors, and styptic powder are all must-haves for anyone clipping their pet’s nails at home, Osete explains.

"Everybody wants to keep their pet’s nails well groomed so they don’t damage their indoor surfaces or furniture," Robinson says.

Clippers now come in stainless steel, ergonomically-correct forms with quick sensors for added convenience in home pedicures, Robinson adds.

Last, but not least, on the shelf should reside dental health grooming items such as toothbrushes and pastes. "Dental care is becoming more popular," Osete says. "Plaque build up can lead to harmful diseases."

Some brushes on the market are designed to brush the top and bottom teeth simultaneously to make the process faster and simpler, Osete says.

"Dental trips can be very expensive," Smith says. "It’s much cheaper to buy the toothbrush than to have a dog’s teeth professionally cleaned or removed."

Required Maintenance
Any professional groomer would encourage his or her regular clients to regularly groom their pets at home in between visits, Osete says.

"The grooming visit will be easier for the groomer and the dog if the dog has fewer mats," Robinson says. "Regular grooming also brings up natural oils and keeps the coat shiny and healthy."

Smith tells her customers that at-home grooming is required maintenance. "It’s just like a child—if they had the choice they’d never take a bath," Smith says. "But it’s not good for them to not have a bath because it’s preventative maintenance."

In addition to health problems, poor hygiene also causes unpleasant odors, which lead to an owner having less interaction with their pet, Smith says.

"When we educate our customers on grooming and health care it makes for a happier pet and it makes the owner want to spend more time with the animal," Lowetz says. "The owner also realizes that’s it not that hard to do maintenance."

Tools for Increased Sales
While a full offering of products should be available, the bulk of inventory should be focused on four areas: brushes, slickers, nail clippers and combs, Robinson says. "If you carry a few products in each of the breed sizes in these categories you’ll be set," he adds.

However, stocking additional items provides the opportunity for add-on sales, Smith says. She also carries barrettes with rhinestones, fancy clips, bandanas, and nail polish to add some fun and impulse to the section.

"It makes the customer feel like they can make their dog look as good as the groomer does," Smith says. "Inexpensive add-ons don’t take up a lot of inventory but provide a lot of impulse buys."

Placing grooming products on an endcap during peak timeframes for seasonal shedding or flea season may help to boost sales, Robinson says.

Cross promoting grooming products with foods or snacks may also increase sales, Osete suggests. "It’s a great way to get a customer to go over to the grooming aisle and see what’s new," Osete says. "Grooming tools have come a long way and the quality has gone way up."

Placing a few grooming items at the register gives an opportunity for retailers to upsell products at the check-out. "It adds to impulse sales, and gets people thinking about what else is in the grooming section," Osete says. "Most people are going in for food and treats, and need to be reminded about other categories of products that are beneficial to them."

Educational brochures, instructional DVDs, and other visual displays at the point-of-purchase are helpful in directing a customer to the correct products, Osete says.

DVD displays can help justify the cost of higher-end grooming products that have results that speak for themselves, Robinson says.

"The best way to show these products is with a video so it can justify the price point," Robinson says. "They’ll really want to buy the product after they see the video."

Match Making: Does this brush match my coat?

Short-Hair: (Ex. Jack Russell terrier) fine comb, bristle brush, and a rubber curry brush.

Medium Hair with an undercoat: (Ex. Pekingese) pin brush, coarse comb, rake, slicker, dematting tool and a matt remover.

Long Hair: (Ex. Great Pyrenees) pin brush, detangler comb, shedding comb and a slicker.

-S.S. & A.S.