(Published in Mar. 2007)

Tails from the Trails
Hiking and camping gear made especially for dogs makes the trip easier.
By Scott and Ann Springer

On the trails that wind up and down the mountains in Squaw Valley, Calif., when the snow is long since melted and the locals are sporting short sleeves, you may catch a glimpse of a tail poking up through the tall grass and wildflowers.

Attached to that tail is a dog grinning ear to ear with a stick pressed between its teeth. The dog stops often to sniff everything nature has to offer.

This scene is playing out in many hiking and camping spots around the country as more dog owners are discovering the joys of spending time outdoors with their pets.

"The sheer pleasure dogs get from every leaf and stick is fascinating for their owners, too," says Trudy Hutton, the vice president of OllyDog, located in Berkeley, Calif. "You see things differently when you take your dog into nature. Where you see a stick or a log, it sees a toy."

These days, hiking trails have nearly as many dogs on them as they do people because owners often take their dogs with them, no matter where they go, says Lori Dotterweich, the owner of Tails By The Lake in Squaw Valley, Calif.

"It's good to be able to take them off leash because it's there that they can use their natural instincts," Dotterweich says. "It's good for their body and their spirit."

A Product for Every Occasion
Dotterweich says the plethora of products available on the market makes it easier than ever for a dog to romp around nature safely and easily.

Backpacks with pockets and water reservoirs, booties, dog-friendly water bottles, and collapsible bowls are Dotterweich's top sellers in the outdoor niche year round.

Savvy outdoor customers are seeking products for their pets that offer convenience and durability, Hutton says.

Such products include collapsible bowls that feature hard sides and a wide opening so they don't lose their shape when a dog puts its muzzle in it for a sip, Hutton says.

Energy bars, similar to Power Bars for humans, are another product you can recommend to your customers to give their dogs added energy so they can make it up the mountainside and back down again, says Patrick Meiering, the founder of the Durango, Colo.-based manufacturer Zukes.

Smartly designed backpacks allow owners to clip a dog's leash to its pack so the dog can cart its own gear on the trek yet still make it possible for the owner to quickly access the leash, Hutton says.

Collars that repel moisture keep dogs from coming home smelling like the lake that they took a dip in earlier that day, Hutton says.

"Look for items that have a moisture barrier," says Patrick Kruse, the president of Ruffwear, located in Bend, Ore. "You need to be able to keep the dog warm and dry."

For overnight trips, owners must provide their dogs shelter and warmth, Meiering says. "You need all the same types of things you would need as if you were taking your child with you," Meiering says.

Depending on the conditions outside, booties or protective footwear is a must-have, as are sleeping bags for overnight adventures, Kruse says.

Flotation devices should be required for anyone planning to do any water sports, Kruse says. Additionally, first-aid kits for pets are also an excellent thing to pack along in case of emergency.

Stocking Up
When choosing which products to stock, make sure you select those products that function as they claim to function. Selling sub-par products could leave a dog owner up a creek without a paddle.

"If a floatation coat doesn't stay on the dog when it's in the water, then it's not going to keep the dog floating," Kruse says.

Don't be fooled though. Outdoor products appeal to folks in the urban jungle as well as to those who live a bit closer to nature.

This is why Hutton recommends that you order products that are functional in both the city and the country.

"Ask yourself, ‘How will it perform when I take it to the outdoors?' and ‘How will it perform in the city?'" Hutton says.

Urban dwellers may find these hiking and backpacking products useful on trips to the neighborhood dog park or elsewhere.

"If you live near the beach, then set up a section that says, ‘This is everything you need in order to take your dog with you to the beach,'" Meiering says. "It may be the same things you need in the mountains, like a tent and collapsible bowls."

Mapping It Out
Encourage customers to take advantage of local trails by offering in your shop or on your website maps of hiking hot spots. The more your customers hit the trails the more likely they'll be to spend their extra cash on gear.

Dotterweich makes her store the final destination for those dog owners and their pets who hike the 2- to 3-mile trail that ends right at her shop.

"We tell them to come in after their hike for a treat or some ice cream," Dotterweich says.

Kruse recommends organizing a hiking club for dogs and their owners that meets regularly and enjoys local trails and parks.

In more urban areas, it may take some investigative work to find areas that are dog friendly, but encourage your customers not to give up, Kruse says. In time, they will locate those dog owners who know the best places to go.

Some retailers even take it one step further and offer high-adventure excursion planning for dogs and their owners.

"We'll take a small group of dog owners and their pets whitewater rafting," says Wendie Greenlaw, the manager of Colorado Canine & Felines, Too, a retail shop in Boulder, Colo. "We organize the trip and we sell everything you could possibly need for your dog to go with you."

The employees at Colorado Canine & Felines, Too market and promote this service by showing off photos of participating dogs adorned in doggie lifejackets.

This summer, Dotterweich plans to host a hike or a fun run fundraiser with the humane society in order to raise money for the local organization.

Fundraising events always draw big crowds by giving your store more name recognition, drawing new customers, and increasing foot traffic.

A Destination for Outdoor Enthusiasts
Once you have enthused your customers to head down the trail with their dogs, give them confidence they'll have a good experience by arming them with the right products.

Educate them about the best existing products on the market because new items are always being brought to the marketplace, Greenlaw says.

"Some products are pretty flimsy and may not last long on a dog that likes to run through bushes," Greenlaw says. "These products are an investment and you want them to last more than one trip or even last for several seasons."

Create a destination for outdoor gear in your shop so people don't have to search every aisle looking for their outdoor items they need to purchase, Hutton says.

Unlike dog food and flea collars, tents and sleeping bags are fun products to display, so play them up in your shop.

"We always do a big outdoor display and put a dog mannequin in the tents," Dotterweich says. "And then the products really just sell themselves."

One way to match customers with potential purchases is to ask them what their hobbies are and where they like to take their dogs.

"If they say they're going hiking later, you can ask them, ‘Have you seen our booties?' or ‘Do you need a backpack?'" Dotterweich says.

Once an owner is prepped and ready to hit the ground walking, most dogs are happy to join in, too. "Dogs are always up for the adventure; they're always ready to go," Kruse says.