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How to Be a Professional Retailer
T. Puddle
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This second presentation about retailing will focus on the practical actions that will help a veterinary practice to become a professional retailer of its services and products. the first subject to examine will be the overall layout of the practice from the perspective of the pet-owning customers. the reception and waiting room areas should reflect your practice philosophy, it should encourage contact between the practice team and the clients, it should flow well, be logical with areas segmented into species (cat, dog, other), be reasonably comfortable and also informative. the second subject to examine is that of managing product ranges and we start by looking at what pet-owning cus- tomers would expect from different outlets (pet shop, pet superstore, grocery store and veterinary practice). in terms of whether to have more or less products then a simple experiment in the uS provides insight where some shop customers were given a choice of selecting a product from 6 jams or from 36 jams and the sales results for the smaller range were ten times higher as customers preferred less rather than more choice. the advice on managing product ranges is to review your current products, select products which reflect the practice image, manage your product range and ensure there is enough space and stock, keep up to date and be aware of developments both inside and outside your market by looking for ideas and link the sale of services and products to your expert advice which is the greatest strength of a veterinary practice.
The third area of retailing is retail display and promotions and here there are some sim- ple guidelines of keeping the area clean and tidy, uncluttered with logical groupings, using professional signage and ticketing with consistent displays that are easy to buy from. retailing is about building an ongoing relationship with your customers as it’s an opportunity to demonstrate your expertise and offer them good service so they return. We suggest that you don’t want to let customers have just a transactional visit, you need to make the most of any customer visiting your practice by making them feel spe- cial and by demonstrating how your expertise helps them. in summary, being a profes- sional retailer is all about creating the right practice layout, selecting products and serv- ices which reflect your practice, using retail principles to position and display products, playing to your strengths by giving expert advice and recommendations and being proactive through follow-up with your customers.
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