(Published in Dec. 2006)

Sit, Boo-Boo, Sit
Obedience training tools reinforce training methods.
By Scott and Ann Springer

Loralei Zwitt frequently sees frazzled dog owners saunter into her shop who are hopeless and out of patience. They love their pets, but they just don't know what to do to keep them from jumping on guests, barking all night, or chewing up their favorite slippers.

Retailers across the country have seen this scenario time and time again and retailers such as Zwitt, the owner of the Houston, Texas retail shop, My Dog and Me, are trying to resolve consumers concerns.

Zwitt has dedicated 6,000 feet of her 20,000-square-foot facility to training. She even has designed classes to tackle specific behavior quirks and breed-specific problems.

"Ninety-four percent of all dogs who end up in shelters have had no formal obedience training," Zwitt says. "That is the No. 1 reason why dogs are given up."

Anxiety induced by a pet's bad behavior can squelch an owner's desire to keep his or her pet, says Paul Wood, the owner of Pet Adventure, a retail shop in Poplar Bluff, Mo., "In some cases, the person may even have to get rid of the pet because of the behavior."

Basic Training
Starting with a good training program is the foundation for a good pet relationship, Zwitt says.

First the dog has to be trained, and then the owner can use obedience training tools to reinforce the training of commands the dog is already familiar with, says Pete Fischer, a dog trainer and consultant for Dogtra Company, a Carson, Calif.-based manufacturer of training collars.

While not all retail shops have a large enough facility to host training programs, other retailers like Wood opt to carry training books and other products to help start dog owners off on the right foot.

Animal Wow Entertainment, based in Studio City, Calif. has developed a training DVD, another popular media, for all members of the family to pitch in with the training, says Larry Kay, the company's president.

"Some kids unfortunately look upon a new dog as a toy with a heartbeat," Kay says. "But that's not helpful to the child or to the animal."

The DVD focuses on teaching the family four basic commands: sit, stay, down, and come. The cues are then rewarded with affection and treats.

Reinforcing Behavior
The problems consumers have as they try to reinforce formal training with their dogs are as plentiful as the solutions, says John Brynda, the product manager for Innotek, a Ft. Wayne, Ind.-based manufacturer.

Manufacturers have heeded the call from frustrated pet owners and have created new products or improved existing lines to ease their concerns.

Thin is in, with cell phones and other high-tech gadgets, and obedience tools are no different. "Advances over time have included a higher degree of miniaturization and a smoother profile," Brynda says.

Products have really evolved since the category first bubbled up in the 1970s when correction collars could weigh more than the dog that was donning it. "You'd be hard-pressed to see a correction collar on a dog these days," Brynda says.

Tech-savvy collars can also be used in conjunction with small transmitters to create safe areas for the pet to roam in the house or yard. "You can create a pet proofing zone to keep a dog out of the trash or a cat litter box," Brynda says.

Remote training devices are also popular among consumers, Brynda says. "A handheld transmitter can send audible praise when a dog performs a correct behavior," Brynda says. "Or in the case of misbehavior, it will send a small static correction."

The shock delivered by these devices is similar to the static electricity jolt someone receives when they pull a towel out of the dryer or drag their feet along the carpet.

Wood went so far as to test the shock collars out on himself before he put it on his canine pal or on his store shelves.

"I put the collar on myself to see what the pain level was," Wood says. "It was uncomfortable, but not painful."

Spray collars, that give the pooch a blast of air or a spray of citronella, have also grown in popularity, says Bernard Boiteux, the North American sales director, of Multivet, International a St. Hyacinthe, Quebec, Can.-based manufacturer.

Newer spray collars give correction on three levels.

For example, the first time a dog barks the device will beep, the second time it will diffuse a small spray, and then finally if the dog doesn't correct itself it will deliver a larger spray, Boiteux says.

Wood recognizes that not all customers are comfortable using a shock collar so he stocks all types of training aids to meet customers' various needs including sprays, clickers, and whistles.

Obedience training tools have also become more portable as consumers are taking their dogs along for the ride more often.

"Fifteen million Americans are traveling with their pets today," says Tammy Senter, the brand manager for Central Life Sciences, a Phoenix, Ariz.-based manufacturer. "Products are adapting to consumers needs and their lifestyle."

Some dogs may need reinforcement tools only in certain situations. For example, a dog may begin misbehaving if its owner moves to a new home, makes an addition to the family, or experiences fright during a thunder storm.

Sprays and diffusers that release synthetic hormones onto a surface or into the room may aid in training or alleviate stress, Senter says. The pheromone is similar to the hormone released by the nursing mother dog.

"It's a natural solution, an alternative to drugging your pet, to deal with these irritating and annoying behaviors," Senter says. "Dogs recognize the pheromone and feel a sense of security."

Matches Made in Heaven
Helping customers resolve their relationship problems will help build consumer confidence and increase sales.

First, you must familiarize yourself with all of the products on the market in order to know which solutions will best match which problems, Fischer says.

"If retailers would be better educated about these types of products, months or years of disappointing behavior could be reversed, leading to consumers having many happier years with their pets," Brynda says.

The next step is to get to know the individual and the dog, Fischer says.

"It's important for retailers to ask questions and find out what the underlying cause is," Senter says. "There are a lot of dynamics that could be causing that stress as well. Try to dive deeper to find out if anything has changed."

Boiteux likens it to a doctor making a diagnosis. "When is the dog barking? What is the dog barking at? What kind of a bark is it? How long does he bark?" he says.

If you are recommending a reinforcement collar for a dog "then the next thing you should look at is the dog's size and temperament," Fischer says.

Collars now come in variable intensities to fit a dog's personality. Additionally, they feature waterproofed units and are more durable, Fischer says.

Once you've consulted with the owner to diagnose the problem you can educate them on the pros and cons of each of the products. "Then the person can make the choice for themselves about what will work best for their dog," Boiteux says.

Packaging that lists what types of problems the product is designed to resolve creates a win-win situation for retailers.

"The industry is putting more time and attention than ever to feature benefits of these products on packaging and in point-of-purchase displays in order to lead the consumer to the product that best fits their needs," Brynda says.

Marketing and Displays
Some retailers may keep these higher-end electronic devices behind the counter and offer them to consumers only when they ask for them.

Senter believes this is a mistake because consumers may be embarrassed to admit they are experiencing behavior problems with their dogs.

"If the product is on the shelf, they may be able to identify a potential solution on their own," Senter says.

Some manufacturers may offer counter mats to alert customers of solution-oriented obedience tools.

"These may start a question-and-answer dialogue that can help sell an additional item to the consumer," Senter says. "The consumer may not walk in there to buy that type of product because they don't know there is a solution out there."

"The future is bright for this category as more retailers and consumers understand the benefits of it," Brynda says.