Speciality mega-store on the brink of becoming a chain

Zoo-Zity was opened in December 1997. Right from the outset Ole G. Jensen regarded his store as a sort of pet shopping centre for the whole family: "It is a unique centre offering great experiences for the entire family. There is a small café that is open during the weekends, a pen with giant rabbits for the kids to pet, a playroom for the children and for the brave we have a cave full of all sorts of reptiles, from lizards and snakes to turtles and caimans." Zoo-Zity also has its own mascot, a 1.5 m long iguana named Dino, which is free to roam through the store and provides an attraction for visitors, customers and staff alike.Zoo-Zity, situated close to the Danish capital Copenhagen in Hvidovre, covers a retail area of 3 500 m2 on three levels.The focal point of the pet store is a 250 000 litre saltwater aquarium featuring a large selection of coral reef fishes and a black-tipped reef shark, which is fed during opening hours every Saturday. "Feeding is always one of the biggest attractions for our customers," says Ole G. Jensen. "And a staircase is located as a form of tunnel underneath the shark tank." On the lower floor there are three big terrariums, displaying a variety of lizards and snakes and also two big windows where the customers can look into the shark tank. Zoo-Zity specialises in aquatics, and according to Jensen this department, which takes up 400 m² and contains 270 aquariums and an extensive selection of fishes imported from all over the world, is the biggest in Denmark.One of the store's many attractions is "Dino", a 1.5-metre long iguana that roams around freely.Zoo-Zity also sells small animals and rabbits along with cages, food, treats, food and water bowls, leashes and much more. The range on offer for dogs and cats is similarly substantial, as well as for reptiles: there are various types of snakes, lizards, turtles and spiders. The whole reptile department has all types of accessories, from heat lamps and substrate for terrariums to vitamins and water dishes, plus a big selection of terrariums of all sizes and styles. There is also a huge department for horse and rider with a wide range of equestrian equipment. "We also have our own brand of bridles, halters etc." says Ole G. Jensen.The reptile department offers a variety of creatures along with accessories, food and glass terrariums.Zoo-Zity has also come up with various customer loyalty incentives. Every Zoo-Zity customer can become a member of the "Zoo-Zity Ranger Club". "Every…