Why? It’s more convenient, they know me, and I believe it’s a good thing to have these stores thriving in my neighborhood.
What does it mean to the industry? Consumers spend more than $10 billion annually on pet supplies and over-the-counter pet medicines, according to the American Pet Products Association (APPA). Industry sales are roughly distributed 70% to big box retailers, such as Wal-Mart and Target, and 30% to niche pet retailers, specialty chains, and mom-and-pop stores.
Most manufacturers understand that independent pet retail remains a critical sales channel for pushing products to pet owners. Distributor partners are counting on it. At the independent pet retailer, margins are generally better. Plus, independents are not as fickle as buyers at mass retailers and they really appreciate your efforts to help them provide great products and service to their customers.
What is the strategy? We at FTG have a suite of products and services that bring clarity and actionable information to an otherwise chaotic independent pet retail supply chain. FTG provides access to distributor sales data that helps manufacturers understand their customers and make better decisions for attaining operational efficiencies and growing the business.
Also, FTG’s marketing automation suite, ChannelLink, allows manufacturers to easily connect with their channel partners for administering marketing and incentive programs, providing dynamic online product training, and measuring results—all from a user-friendly, cloud-based web platform.
With the right tools and technology, pet specialty products manufacturers can cost-effectively drive sales through the independents, while still serving the mass retailers.
Jimmy Haverstick
CEO, Focus Technology Group
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