(Published in Jan. 2007)

Coming to the Rescue
Here Are the Ins and Outs for Hosting Adoption Days in Your Shop.
By Scott and Ann Springer

Many retailers across the country are literally coming to the rescue of homeless dogs by partnering with local rescue groups and shelters to host adoption days.

Hosting adoption events in your retail shop is a win-win situation, says Meredith Thompson Greer, the co-owner of Canine Café Charlotte, in Charlotte, N.C.

"We get to give back to the community and help dogs in need," Thompson Greer says. "And, we're able to reach out to new customers who maybe wouldn't have come in otherwise."

Joyce Duffy, the owner of Whiskazz and Pawzz, a retail shop in Hockessin, Del., agrees that the many benefits of hosting an adoption event outweigh the few drawbacks.

"You get visibility with an audience you may not have had before," Duffy says. "These events draw the types of customers that tend to be more loyal and support you because you support those organizations that they believe in."

Duffy has adopted three beagles from rescue organizations personally and knows from first-hand experience the benefits of adoption.

Duffy says that adopted dogs make "some of the best pets you'll ever have, because I believe they know you've saved their lives."

Tips From The Experts
Whether you're considering jumping into the growing trend of hosting adoption activities at your shop or you have been doing it for years, doing so represents an excellent investment of your time and resources, Thompson Greer says.

However, after working with non-profit groups for years, Thompson Greer and other retailers recommend a few tips for getting the most bang for your buck at these events.

For example, choose organizations that are organized and bring their own staff. "The more the shelter has it together, the less attention you've got to put forth towards it," Thompson Greer says. "Then you can really put your attention on the customers who've been at the event."

It's also recommended that you partner with multiple local organizations in order to not show favoritism. "There is an abundance of groups out there and all are important," says Barbara Burg, Thompson Greer's business partner.

If you have a small shop and can't have large numbers of pets in your shop, consider just having pictures and descriptions of the animals at the event, Burg suggests.

Finally, keep in mind that while you rub shoulders with the volunteers, you also may be schmoozing with potential customers or building stronger relationships with some of your regulars.

"We have some great customers who are involved with some of the breed rescues," Thompson Greer says.

Chips and Dip for The Dogs
Some retailers are getting creative and having some fun to lure customers into their shop for adoption day events.

Thompson Greer and Burg sponsor a "Chips and Dip" event at which the shop sets up an area where veterinary technicians administer the chip and then the dogs line up for a bath.

At this event, and others like it, the local shelter posts photos of pets in need of homes, Burg says.

"These events give the organization a marvelous opportunity to inform the community about what they do and what they need," Burg says.

You may also consider hosting a "Yappy Hours" event, a popular wine and cheese party for pets and their owners, Duffy says.

In the summer months, Duffy and her staff throw ice cream socials to attract potential adoptive dog parents to find a dog in need of a home.

Another idea is to host a breed-specific adoption day. Breed-specific rescue groups can serve as experts on the breed and can really give the best recommendation to your clients if that breed will be best for their family, Burg says.

Consider allowing local charities to run a "Photos with Santa" booth in your shop so your customers can become familiar with local organizations.

Bear in mind, too, that in turn for giving them a venue to host their adoption days, most organizations will advertise the event to their clientele and potentially bring a horde of new animal lovers to your store.

Stocking Products for Adopted Pets
Owners of adopted dogs and customers who support local pet rescue groups are some of Thompson Greer's best customers.

"We have a whole lot of customers who have adopted dogs," Thompson Greer says. "We feel like they're some of our best customers because they're taking extra steps to pamper that dog with even more treats and getting them the best foods they can."

Typically, dogs that have been adopted have not had the best nutrition on the market. Retailers can lead customers by the hand to pick out nutritional supplements, a healthy diet, and immune system boosters to combat poor nutritional backgrounds.

"We try to treat them from the inside out with a good, healthy diet to boost their immune system and give them a healthy coat," Burg says.

Toys and treats are always a must-have for any new pet and owner relationship. "Nothing is a better liaison when you are first getting to know each other than something with a squeaker in it," Burg says.

Specialty Products for Special Needs
Be sure to alert customers to other products they may not be aware they need if a dog they have just adopted has special needs.

For example, many older dogs may have mobility problems and may require a product to help them get into cars or on to the bed or couch, says Patrick Hoffman, the general manager and owner of Solvit Products, a Mansfield, Texas-based manufacturer of a line of pet steps.

"As we're helping dogs to live longer lives, we're experiencing various forms of arthritis or hip dysplasia more often," Hoffman says.

Dental hygiene may also need to be addressed in an older dog or in a dog with a poor nutritional background. "Plaque build-up could be a problem down the road for some adopted dogs," Burg says.

Some adopted dogs may have sores from being mistreated or from poor living conditions in their previous home. "We have an all-natural salve we sell to treat sores," Burg says.

Adopted dogs may also have behavior issues that customers may need to address. "Adopted dogs may lack some training that puppies have had from the get-go," Hoffman says.

In addition to its line of pet steps, Solvit Products offers a line of products to help pets to travel with ease. These products include safety harnesses, seat covers, and booster seats.

Consider placing a grouping of products together that are geared towards senior dogs or adopted dogs on an endcap or under signage alerting the customer.

"This is a larger segment of the pet population and retailers can bring to light that senior dogs have special needs," Hoffman says.

You should highlight to customers that these products can help ease the burden of caring for their newly adopted pets and their special needs.

"People are willing to endure more expense and inconvenience in owning a pet and that opens the door to pets in years past that weren't wanted as much," Hoffman says.

Tips for Hosting Adoption Days
Throw a themed party to get customers' attention. Try hosting a "Yappy Hour" or a "chip and dip" event to draw attention and raise some funds for an organization.

Partner with reputable rescue organizations and shelters in your community. The better organized they are, the better they make your store look.

Stock products that would appeal to a new owner of an adopted dogs. Some adopted dogs may have special needs to be addressed with the right products.

Be picky about the organizations you choose to work with, but don't pick favorites. There are a lot of organizations that would love to have support from local businesses.

Hosting events increases foot traffic. Drawing more people to the shop—volunteers, adoptive pet owners, and community members—means the possibility for new long-term customers.