Aquariums offer a source of relaxation pure and simple

The aquatics segment needs to have new life breathed into it. Many of those involved in the sector say this, but unfortunately such good intentions have often failed to be realised adequately in practice up to now. Practical experience shows that only a few people are truly aware of the benefits an aquarium can offer. For others, the amount of time they have to devote to the hobby is far too great. Of course, downloading exotic underwater images from the Internet is much quicker. But many people still don't understand that the attraction is not on a par with that of having one's own aquarium in the lounge, with real fish in it. Trade and industry must step in here. The promotion of aquariums as a hobby must appeal more to the emotions and have a greater impact. The customer's requirements should be examined far more closely than before. And one really important factor is to communicate more effectively that the aquarium offers a source of relaxation pure and simple; that following the slow movements of the fish, learning about their individual characteristics and getting to understand these creatures provides balm for the soul. It's not only the industry that is called on to present aquatics in a livelier and more contemporary light. A customer's first contact with the brightly-coloured world of ornamental fish often occurs in a pet shop, so it's important that the aquariums here, on the sales floor, are in top condition. A pet dealer should give special priority to this. It's also important for the staff in the pet store to have sufficient specialist knowledge to handle the requirements of their customers properly. They have to be able to put complex technical information into simple language, and many sales staff are unable to do this. That's a pity, because the consequence of poor advice is often that those whose interest would actually make them potential hobbyists are frightened off in advance. And the sector cannot allow this to happen in the long term. Yours Ralf Majer-Abele