RANGE REVIEW:RANGE REVIEW: PET & BIRDCARE RANGE REVIEW: PET & BIRDCARE


SET TO SPRUCE UP THE PET INDUSTR Y


PETFA FA PA & BIRDCARE AC ARE PARLOUR


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P


They have cr Parlour, a mobile vr, ff


the go. With the ide


to incr ease consumer traffic to the pet aisles in gar den centres exponentially. eated the Petface


etface, one of the leading brands for pet care products, has unveiled an innovative project that has the potential ff


, a mobile van service that


offers express grooming for pets on Wiith the idea to collaborate


with garden centre retailers, this can be the change that will open up the industry to a whole new demographic and strengthen the bond between consumers and their pets.


to a whole new demographic


Petface’s managing director WayneWa Stevens comments on the thought process behind the parlour: “W thinking of differ


ff ent ways to engage


arlour: “We werWe s to engage


e


with our customers and we have a real intrinsic place within garden centr es, so we were looking for how we could add value and interact with our customers, and what we found was that a lot of, if not most, garden centres are friendly.


“If we had a mobile van in the car park which can of


o fer an exprf ff wash or cut, it could drive traf ff fic to the pe ess d drive traffic intoff


the centre; we could work with the garden centr e to promote and try and drive traf fic to the pet aisle.”


The parlour has already proven to be a popular idea with many interested r etailers; Petface has begun e vans in answer


ordering many mor to this demand.


Mr Steven continues: “W ues:“W We We have one


[grooming van] operating already, two imminently and 50 on order Wer.. We will have three by the end of the year bearing in mind we only started this a couple of months ago.”


e end of the www.diyweek.net r,,


“[The reaction from retailers has] been overwhelming, we’ve had retailers who have said: ‘great – where do we book it? We


demographic and the consumer as well, but also to engage with pets.” Petface launched the project at this year’s Glee at the NEC, Birmingham, where a grooming van operated as a huge part of its stall, creating interest among visitors and exhibitors alike at the trade event.


“We have a huge amount of leads that we e following up, we’re really excited about it; it a great way to get the brand mor e visual among the demographic and the consumer as


e have ’r


’s


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“Glee was an exceptional sample for the opportunityportunit , almost arguably the talk of the show says. “We


We products this


f the show his year,


ear


launched over 150 new om a


r, varying fr


collar to a dog bed and relaunched the rebrand of our grooming range, so the new packaging was on displa “Grooming always gets the most interest but, in terms of new products, the bedding and the synergy type homeware look, where our bowls, comforters and beds match the interiors, is particularly popular. “WearWe


e a design-led company and


as such, always try to have a product looking and feeling as part of the home decor.”


Mr Stevens believes the word ‘humanisation’ is a buzz wor d in the petcar e industryustr , with more and mor e people integrating their pet into the family and this is a trend that means the engagement with pets is gr We’r


company,, w


we do and to be able to have that even better. It’s a gr eat


visibility is even better industry to be a part of.”


r. 13 OCTOBER 2017 DIY WEEK 13 Digital issue sponsored by


the engagement with pets is growing. He concluded: “W e a petcluded: “We , we love pets, it’s what


packaging was on display. w,,” Mr Stevens


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