Success is possible

The garden pond market in many countries is split between DIY stores, garden centres and specialist retailers. The pet supplies trade plays only a minor role, but it doesn't have to be that way. If pet stores concentrate on their core competence - pets - they can also succeed in the pond segment.Pet stores that expand into the garden pond segment must offer their customers something special. They must have filter technology that works and stock the right products to guarantee the optimum water quality. Above all, they must offer a wide range of pond fish. Presenting all these products in a way that is clear yet attractive takes up a lot of space. This is why most pet stores that specialise in garden pond supplies have an outdoor area or at least a large retail area, a portion of which is devoted to displaying pond items.Ponds are a seasonal business in which most of the activity is geared towards spring and summer, warm and settled weather permitting. It is important, therefore, to prepare for this period well in advance. As with the plant and shrub business, customer numbers shoot up when the sun's first rays peep from behind the clouds and temperatures pass the 15-degree mark.Practical tipsIn DIY stores, pond fish are mostly kept in large blue tubs, which are practical but not particularly appealing. This is one reason why garden centres and pet stores have turned increasingly in recent years to the use of sales tanks, either with a viewing window or made entirely of glass. The key aim is for customers to get a good view of the fish. Of course, the best option is for a store to have a large koi pond in the middle of the retail area; this provides a source of fascination all year round and is what prompts some customers to want a pond of their own.To give customers a comprehensive overview of pond care products and the required technical equipment, the leading manufacturers have developed pond centres or themed displays. These present all the products needed in a clear and attractive manner. Retailers who also offer a dedicated area of shelving containing spares for pond equipment can gain a reputation with the customers as a specialist.Since algae is a topic that most pond owners get excited about, pet stores are recommended to give prominence to this in the form of secondary displays and put themselves forward as problem solvers. Giving advice plays an important role in this respect.CollaborationMost pet product retailers have neither the staff nor the…