Change is the secret to success

If you ask Marta Rodriguez-Lorente, head of marketing at the pet supplies chain Mr. Guau, about her company’s plans, be prepared to receive a fairly lengthy answer. According to Rodriguez-Lorente, the Barcelona-based company established in 1995 has substantial plans for the next few years. Mr. Guau Center currently operates ten stores, an institute for staff training and a veterinary clinic in Barcelona, and one additional store in Valencia. One of its primary goals is the planned expansion of Mr. Guau across Spain. This is an interesting idea when one considers that Spanish pet supplies retailers still thought in narrow provincial terms only a few years ago, and that national pet store chains tended to be alien to the sector. “The opening of two new stores in Catalonia in the near future is the first priority,” explains Rodriguez-Lorente. “But then we want to expand to the rest of Spain.” The marketing boss says that around 30 new Mister Guau Center stores are to be created across the country in the next five years. Changes great and small In addition to the far-reaching expansion plans, changes are also expected to take place to existing stores in the speciality chain. Among other things, the company intends to completely remodel its corporate design as well as giving its stores in Barcelona and Valencia, which all have retail areas of between 120 and 2 000 m², a modern makeover. “In doing this we simply want to present a more serious, professional image to our customers,” Rodriguez-Lorente says. And yet the appearance of the Mr. Guau stores was impressive even before. The chain’s main store in the Catalan capital, covering 2 000 m², offers customers a full range of pet food and accessories, a separate boutique, a grooming studio and a large live pet department with birds, small mammals, fish and a large canine department. The latter is especially close to Rodriguez-Lorente’s heart. “Our dogs are not just sold to anyone, and sales are undertaken only by specially trained staff,” she stresses. Customers who decide to purchase a dog would first receive detailed advice on the correct care and feeding of the pets. The living conditions and leisure time circumstances of potential dog owners are also carefully scrutinised by staff, says the head of marketing. “Then the right dog is found in consultation with the customer.” The care and experience that are brought to bear by Mr. Guau Center in the sale of live pets are now also to go into the production of its…