By Kathy Mangan
Sprays and spritzes are natural add-on sales for grooming salons, as long as the staff makes a conscious effort to sell the products, not just display them, said Bob Vetere, president of American Pet Products Association in Greenwich, Conn.
These between-bath products address issues that many dog owners care about: spot cleaning, hydrating the skin, moisturizing the coat and dealing with dog odor. For some customers, the question is about how effectively the product solves the problem, while for others, it’s all about fragrance.
Purchases based on smell appear to rely on individual customer preference. Karla Addington-Smith, owner of A Fortunate Dog in Maineville, Ohio, said preference for different fragrances is very personal. The groom shop offers more than a dozen fragrances. Baby powder scent is most popular for female dogs, and a spicy scent is most requested for male dogs, she noted.
Competition between various products may hinder sales, as well. B.C. Henschen co-owner of Platinum Paws in Carmel, Ind., said fragrances are difficult to sell because there are so many scents on the market. He said he prefers the Tropiclean line, adding that the nice company displays help move product.
The Earthbath line focuses on offering solutions for pet problems, according to the company, including combating hot spots, itchy skin, dull coat, skin allergies, odor relief, smelly fur and tangled fur.
South Bark uses organic essential oils with scent embedders in its calming cologne, blueberry clove, and energizing cologne, mandarin thyme.
The philosophy at Pussy & Pooch, with a retail location in Los Angeles, and another in Long Beach, Calif., is to offer as wide a variety of fragrance, deodorizing and special-purpose sprays as possible.
“Sales come down to smell or price, so we ensure there is a choice in every price range,” said co-owner Janene Zakrajsek.
She added that the shop offers nine product lines, including Sexy Beast cologne and top-selling Aroma Paws.
The key to sales, Zakrajsek added, is making all sprays testable in the store, asking all customers entering with a dog if they’d like a free dog spritz, then talking about scents the owner likes.
“You can use the spritz as an opportunity to create a loyal future customer,” she stated. <HOME>
Vetere agreed and added that groomers should sell the products they use, have the spray at the checkout counter, and directly ask for the sale while mentioning the product benefits.
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