Living with the recession

Anima Bestiale (Nonantola) For Meris Magnoni, there is nothing nicer than being involved with pets. That is why she decided to open a small pet shop in the centre of Nonantola, not far from Modena, over ten years ago. She moved to larger premises on the outskirts of the small town five years ago. It’s a decision that the pet shop proprietor does not regret to this day, especially since the new store boasts ample space for parking. Anima Bestiale, as the store is called, offers a professional grooming service for cats and dogs, which means stripping, shaving, haircuts with scissors and medical therapy baths. Meris Magnoni benefits in this regard from the fact that small dogs are very popular in Italy. The shop also has a large range of high-quality pet food, care products and accessories. Products for dogs and cats are the main focus of the business, but a small basic range of products for small animals and fish is also included. Meris Magnoni also added small animals to her range, but took them out again when the desired success failed to materialise. Now she concentrates more strongly on grooming and pet products instead. When it comes to pet food, she favours the leading premium brands like Royal Canin, Almo Nature and Schesir, to name just a few. She has also added organic and holistic products to her stock, for instance the Almo Nature Bio line, N&D from Farmina and Solo from DRN. “We strongly believe that they may improve the health of our pets in a more natural way,” says Meris Magnoni in justification of her decision. To address the widest possible circle of customers, Anima Bestiale also stocks low-priced brands, although their purchase is not recommended. To stand out from her competitors in and around Modena, Meris Magnoni regularly organi­ses events to attract as many customers as possible. “We celebrate our shop anniversary every year with many initiatives. Last year we organised a great party with a buffet entirely dedicated to dogs with special pastries and all kinds of delicacies. This year we preferred to attract existing and new customers with special Saturday buffets and good discounts on accessories and grooming service,” recounts the proprietor. Plans for the future include themed evenings, and a series of meetings held by pet specialists like veterinarians, dog trainers etc. to provide customers with reliable information on pet care, nutrition and hygiene. She also makes use of social networks, primarily Face­book, to canvass for…