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PET NEEDS “Pet accessories are a key driver and one of the biggest reasons shoppers leave a grocery environment for a specialist retailer.” FROM PAGE 59 Safcol expands and innovates Safcol’s Mr de Villiers notes a recent “proliferation” of new brands being launched onto the market. He says that “time will tell if the quality and price value proposition are successful or not”. When it comes to making shelves more interesting, Mr de Villiers says he believes innovation and new product initiatives are key. These products also must be at the right price for consumers and retailers, he adds. “By linking into in-store and online catalogue activity, the category can be emphasised to pet owners,” he said. “Also, announcing new products and product benefits and where to purchase them via social media and YouTube are important, so that consumers can go to the retailers that support our new launches.” With its pet food range having been dominated by cat food for most of its 50-year-plus history, Safcol has recently launched into dog food, which it says holds much promise. The future for the company is set to be all about “innovation and more innovation” within the market segments that it operates in, he says. “We’re a relatively small but flexible innovative company,” Mr de Villiers said, “and we like to think our consumer insights and innovation are relevant to Australian consumers.” Purina’s advice to maximise success One of the best ways to improve an offering, suggests Purina’s Mr Hillier, is linked to range and space. “Pet consumers are looking for a one-stop shop and a holistic offer where they can get everything they need,” he said. “Pet accessories are a key driver and one of the biggest reasons shoppers leave a grocery environment for a specialist retailer. Our Purina Total Care brand is the market leader for pet accessories. A strong core range offering can create a positive effect on total pet sales.” Mr Hillier, however, advises retailers to review the macro space allocation within the pet category. “The dynamics of the sales mix has changed considerably in the past 12 to 24 months and many retailers are still contributing more space than sales to product such as wet dog,” he said. “Simply break down the percentage sales into each of the pet subcategories and check that the space is a similar proportion,” he advised. “It’s also recommended to invest more space into categories seeing faster growth, such as single serve wet cat, treats and pet accessories. Review the products that are sold in relation to the social demographic of the store. If there are more premium shoppers, reduce lower TO PAGE 62 60 RETAIL WORLD AUG, 2020