PET Food Processing - June 2021 - 72

DISTRIBUTION
adding, " We continue to build the relationship through
consistent calls, Zoom meetings, staff training and
store visits. "
What suppliers share with retailers is as important as
how they share it, added Newton.
" One of the key ways we support our partners is
through a robust suite of educational resources about
our products, which are provided in multiple formats for
additional convenience, " she remarked.
Much of the education created for retail partners is
Top: Seeing products
in real life and the
ability to sample
a variety of those
products are some
benefits unique to
brick-and-mortar retail
establishments.
Bottom: Independent
pet retail stores play
an important role for
many up-and-coming
brands and support
brand awareness
and loyalty for more
established pet foods
and treats.
Wag 'N Wash
Partners in promotions
In addition to carrying their specialty or unique products,
pet retailers can turn to suppliers as a resource for
effective merchandising and promotions. Cloutier said
leveraging those resources makes a difference.
" Our product partners have always been eager to run
promotional offers with us, " she said. " We brainstorm
different options each time we talk about promotions to
give a unique and attractive offering.
" We have many joint benefits from running promotional
offers, such as brand awareness, customer acquisition
and customer retention for both supplier and retail
operations alike, " Cloutier explained.
These days, promotions often include social media as
part of campaigns to reach customers wherever they are.
" Social media also plays a role in helping independent
retailers distinguish their business, and so we utilize online
tools that allow our retailers to share social media
posts directly to their page, " Weichmann said.
Talking it out
Whether they are exchanging ideas about e-commerce,
the launch of innovative new products or social media
topics, independent retailers and their suppliers can
maximize communications for the best results.
" Our product partners have maintained excellent
communication through the pandemic, " Cloutier
shared. " Although store visits were off the table, we
maintained communication via phone and video chat. "
Weichmann agreed that touching base is crucial,
72 PET FOOD PROCESSING | June 2021 | www.petfoodprocessing.net
related to the nutrition science behind Petcurean's recipes.
Specific nutrition information for each formula
is a selling point for independent retailers. Likewise,
Weichmann said that communication between the company
and its retail partners often includes messaging.
" We also schedule regular trainings to ensure our retailers
are educated on the products and their benefits so
they can adequately convey those benefits to customers, "
he said. " We believe product knowledge helps independent
retailers stay ahead of the competition. "
Retailers and their suppliers can also share their insights
and thoughts about emerging consumer interests
and market trends.
" We pride ourselves on listening to pet parents and
being responsive to what is important to them. For example,
pet parents and consumers want more sustainable
products, " Newton noted, citing Petcurean's shift
to recyclable Tetra Pak cartons for wet food recipes and
bio-based plastic bags for kibble.
Ultimately, optimized relationships between indie pet
stores and their suppliers are driven by consumers and
their pets.
" Consumers are getting more discerning by the day,
and they also expect retailers and brands to be highly
transparent and authentic in how they conduct themselves, "
Newton said. " The more we're able to be responsive
to these consumer priorities, the more likely we will
be to encourage loyal customers over the long term. "
Weichmann added, " We want to form long-lasting
bonds; not just put more product on shelves. "
PFP
http://www.petfoodprocessing.net

PET Food Processing - June 2021

Table of Contents for the Digital Edition of PET Food Processing - June 2021

PET Food Processing - June 2021 - Intro
PET Food Processing - June 2021 - 1
PET Food Processing - June 2021 - 2
PET Food Processing - June 2021 - 3
PET Food Processing - June 2021 - 4
PET Food Processing - June 2021 - 5
PET Food Processing - June 2021 - 6
PET Food Processing - June 2021 - 7
PET Food Processing - June 2021 - 8
PET Food Processing - June 2021 - 9
PET Food Processing - June 2021 - 10
PET Food Processing - June 2021 - 11
PET Food Processing - June 2021 - 12
PET Food Processing - June 2021 - 13
PET Food Processing - June 2021 - 14
PET Food Processing - June 2021 - 15
PET Food Processing - June 2021 - 16
PET Food Processing - June 2021 - 17
PET Food Processing - June 2021 - 18
PET Food Processing - June 2021 - 19
PET Food Processing - June 2021 - 20
PET Food Processing - June 2021 - 21
PET Food Processing - June 2021 - 22
PET Food Processing - June 2021 - 23
PET Food Processing - June 2021 - 24
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PET Food Processing - June 2021 - 26
PET Food Processing - June 2021 - 27
PET Food Processing - June 2021 - 28
PET Food Processing - June 2021 - 29
PET Food Processing - June 2021 - 30
PET Food Processing - June 2021 - 31
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http://digital.petfoodprocessing.net/sosland/pfp/pet-food-processing-june-2021
http://digital.petfoodprocessing.net/sosland/pfp/pet-food-processing-march-2021
http://digital.petfoodprocessing.net/sosland/pfp/2020_12_01
http://digital.petfoodprocessing.net/sosland/pfp/2020_10_01
http://digital.petfoodprocessing.net/sosland/pfp/2020_09_01
http://digital.petfoodprocessing.net/sosland/pfp/2020_06_01
http://digital.petfoodprocessing.net/sosland/pfp/2020_03_01
http://digital.petfoodprocessing.net/sosland/pfp/2019_12_01
http://digital.petfoodprocessing.net/sosland/pfp/2019_10_01
http://digital.petfoodprocessing.net/sosland/pfp/2019_09_01
http://digital.petfoodprocessing.net/sosland/pfp/2019_06_01
http://digital.petfoodprocessing.net/sosland/pfp/2019_03_01
http://digital.petfoodprocessing.net/sosland/pfp/2018_12_01
http://digital.petfoodprocessing.net/sosland/pfp/2018_09_01
http://digital.petfoodprocessing.net/sosland/pfp/2018_06_01
http://digital.petfoodprocessing.net/sosland/pfp/2018_03_01
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