Pet owners love to shop, and pet specialty stores are one of the fastest growing retail segments. Even when people don’t spend money on indulgences for themselves, they will spend it on all of their pets, including their birds! One of the ways you can set your exotic bird department or store apart from the big box retailers is through creative visual merchandising.
The key to visual merchandising is to attract your customers by placing and displaying your products so that people actually want to buy them. It’s not just a matter of logistics in your store, but a matter of marketing to customers and giving them what they want. Of course, customers should be able to move easily around the store and their pet bird supplies should be easy to find, but more importantly, the shopping experience in your store should be interesting and fun.
Don’t assume pet bird owners know what they need or want. An effective marketing technique is cross marketing. This is simply bundling products together that complement each other so that customers feel like they need all of the products. You can introduce them to ideas and products they didn’t know they wanted! Maybe add candy and treat stands to your feeding bowl display. Or set up a display cage that contains all the bells and whistles you want in the ideal bird environment: assorted perches, toys, caged bird feeders, and a comfortable spot. This can also help educate pet bird owners who may not know how to set up the perfect cage with all the latest bird cage accessories.
You can also be more direct with your efforts in education. A black or white board with changing messages can help direct customers to products they may need. Give a few tips on exotic bird care, why it’s important to vary your bird’s toys, how to prepare cooked bird food, or other customers’ opinions on their favorite products, and of course, keep those products close at hand. Remember that customers really value a personal touch that helps them learn more about their pets, and sets your business apart from larger stores where they are left to fend for themselves.
Using spotlights on the products you want to highlight is another way to allow new or special promotional products to shine. You can also use household or vintage items for accessories that will give your space a personal and creative touch. Bakery racks, ladders, indoor trees, or decorative antique bird cages can all be used to display your merchandise. If you sell pet birds, have a comfortable and bird-safe area for customers to interact with their potential new companion.
When thinking of new ideas for visual merchandising, it’s important to keep a few basics in mind. Don’t overdo it: always keep a clear path around the store or department. Always let your products be the star of any display without overwhelming them with graphics and other images. Change your screens regularly, especially your store front and entrance areas. This will keep your in-store marketing strategy exciting and fun for new and returning customers.
