Learning from America

2410 East Colonial Drive in Orlando: "It's natural" is the name of one of the departments in the Orlando Petco store offering a wide range of natural dog and cat food brands separately from the rest of the pet food stock. Above the shelves, consumers encounter a number of screens showing illustrations of juicy fruit and vegetables shown in an appetising light, suggesting that natural products are good for pets. Why feed pets on premium food? This question is answered in detail on the end of a further food shelving unit. It makes sense. After all, in tough times such as these, the average American is tightening his belt somewhat. The obvious solution is to make a point of emphasising the added value contained in high-priced products to deter pet owners from reaching for a cheaper product, or even worse from switching to buying their pet care products in the supermarket instead of the pet store in future. The desire of many pet owners for more information is satisfied by Petco in Orlando right at the entrance to the store. Here a large container has been set up so that cat owners can form an impression of the quality of the cat litter presented there. Giving customers an understanding of products that require explanation at the point of sale is also the goal of PetSmart, the biggest US pet supplies chain. In its Orlando branch, just a few minutes' drive from the store of its competitor Petco, a detailed description is provided at the point of sale of the different types of effective bark control system offered in the store and how these work. The route guidance in the accessories department is also excellent. To prevent customers from having to search unnecessarily for the desired product, shelf signage indicates the whereabouts of retrievable, rope and soft toys. Another good idea is the puppy and kitten centre positioned in the middle of the PetSmart store, in which all products for puppies and kittens are available. Pet presentation Both Petco and PetSmart point to the special services provided in the store in connection with the presentation of their pets. Petco points out that all its aquariums are monitored on an hourly basis by specialist staff. Signs on the sides of aquariums also offer customers tips on how to set up the aquarium. Special notices at PetSmart in Orlando state that all birds and small mammals in the store have been examined by vets. The store also has a laudable and ambitious dog and cat adoption programme, which PetSmart has had in…