The three Pet Arks in New York City are new to the 900-plus member Coastal Authorized Dealer network, but they represent the best of what the program is trying to accomplish.
“Their customer service is incredible,” said veteran AC Graham salesman Wayne Ketcham, who’s seen a lot of pet stores in his time.
“They really look after their customers,” he said, adding that he frequently gets calls on his cell phone from the store looking for a Coastal product not typically stocked in the store. It’s all part of being seriously intent on satisfying every customer that walks through their doors.
Wayne frequently is called upon to create custom Coastal product displays for them, tailored to the unique needs of the store’s clientele. Wayne notes their customers are a melting pot of society, with many different ethnic groups represented, as well as a fair amount of the elderly.
“Their stores are clean and beautiful,” he said, “and every person that walks in the door is greeted like a friend.” Coastal products that sell well are adjustable collars and step-in harnesses.
Life Moves Fast in the City
“It’s a quicker pace in Manhattan, and customers are looking for anything that’s easy,” Wayne said.
The Pet Ark stores do most of their buying through Pet Food Experts. Wellnes and Merrick brand dog foods do a brisk business in their stores.
For marketing, the stores belong to the Winston Fetch group, an advertising cooperative that puts out 4-color sales fliers every 6 weeks to the group’s customer base.
Aziz Yakoub opened the first Pet Ark in the Bronx in 2004. He had experience in the pet trade, knew how to run a store, and decided to give it a go. It was a success.
“We already knew how to satisfy a customer, and keep prices competitive,” said manager George Henen.
The next store opened in May 2006, also in the city, bigger than the first. The third store opened in the city in August of 2007. “There’s no pet stores around, so our customers were very happy to see us open up,” George said.
The stores have become a valued part of the fabric of the neighborhoods they serve. Take a look at a review posted on “Yelp”, a consumer business review web site:
“This place is small but great and they have a large selection of specialty cat food. The staff are always extremely helpful and they always offer their free delivery service” (though I've yet to take them up on it). -- Lauren F.
Grooming is offered at one store, but delivery is offered at all stores and is a big component of Pet Ark’s success. Again, another customer testimonial from Yelp:
“Well I called to see if they had the Wellness Wellbites, and the person who answered told me they did AND THEY DELIVER!! So, opportunist that I am, I made a leap of faith, site unseen, and ordered my BooBoo some healthy treats which totaled about $20 Surprisingly, my order came about 1/2 hour - 40 minutes later.” The right products at the right price, with services tailored for the community in which they’re located.
Wayne sums up the shopping experience at Pet Ark this way: “Once someone becomes a customer, they stay a customer.”