Success is all about a terrific staff executing the details at this award-winning destination store.
Co-owners Kevin and Judy Chaben have made their store a place where customers, known as "guests" are made to feel welcome. It's a place where they can find superior service from the staff and gain valuable advice from the friendly, knowledgeable pet counselors.
Since the community-minded Chabens opened their doors for business, the awards have followed. Kevin ticks off a partial list: "We've been International Store of the year twice, and have been named Rookie of the Year, Most Improved, and Most Community Involvement. Locally, the store has been voted Best Pet Store in the local daily newspaper's Reader's Choice awards for the past 12 years.
They also sponsor numerous community events, such as their annual hamster races which support the local food bank. Their pet photos with Santa during the Holiday Season support a variety of local organizations. These and other fundraising efforts have enabled them to donate over $25,000 to their community since opening their store.
The couple has owned the Petland franchise for 13 years now. Three years ago, they made the move from a 4,500 sq ft store in a shopping center to an 8,200 sq ft stand alone store just blocks away from the old store. Kevin is a former manager at a construction wholesale company, who was introduced to the idea of owning a Petland through his brother in law.
Kevin's experience in construction (he's also been a journeyman carpenter) came into play during the extensive remodeling the store underwent in order to fill the Chaben's vision of what the store should look like.
What kind of marketing does it take to be this successful?
In a word, Branding. Reinforcing the Petland concept is very important to the Chabens. The brand is reinforced through a comprehensive marketing mix of TV ads, radio, and newspaper.
The franchise's Club Pet loyalty program is also an important part of the overall plan.
For a nominal fee, members receive discounts on every category of products in the full-line pet store. The lime green price tags found on products throughout the store alert shoppers to the savings they'll enjoy. It's a very successful program, the largest of its kind in Canada, and its database allows constant customer contact through flyers and e-mail newsletters.
The Chabens also learn from the rest of the retail world around them.
"We observe what the big stores are doing," Kevin said. "We see what Wal-Mart, Home Depot, London Drugs and others are doing. We look at their signage, the kind of sales they have."
A Great Staff Makes a Great Store
Kevin is quick to reinforce the idea that the husband and wife team couldn't do it all alone, and credits his "terrific" staff for making the store a destination spot for all pet owners. Managers Trish Hines and Travis Wong have been part of Petland Kamloops for 13 and 12 years respectively.
A good staff "enhances the human and animal connection," Kevin explained. Much time and effort is spent on education and training the team members. All wear uniforms, and the Chabens and their management team work hard to have their employees project a clean cut, disciplined image.
For instance, at the close of a transaction, team members are required to place the change or credit card directly in the customer's hand, rather than laying it on a counter. "The details count," Kevin pointed out.
Their system works, as evidenced by the outstanding longevity of the staff. In a retail world where employee turnover is constant, Petland Kamloops has two team members with 13 year's service and two others with twelve.
Like most Petlands, the Chabens have a 16' wall featuring Coastal products. About 8 months ago, Coastal Regional Sales Director Barney Herrick and manufacturer's rep Doug Wylie of AJ Turvey and Co. reworked the Coastal wall to make it more inviting to customers.
The revamp worked well, Kevin said.
What's selling in the Coastal aisle?
"The basic colors do well-we recently added pink and we're happy with that move," Kevin said. Two new products that the store has a hard time keeping in stock are Shed Magic, the de-shedding tool, and Peticure, the rechargeable rotary nail file.
"Both of them are flying off the shelf," Kevin said.
To keep up with all the new products coming out and to stay ahead of the competition, the Chabens attend numerous trade shows. Coming up soon is the yearly Petland show in Florida. It's here they gain valuable ideas and trade tips on what works with other retailers.
We're proud to be associated with this world-class retailer. Other dealers, and not just those who operate pet stores, could learn a lot from their roll-up-your sleeves philosophy.
