Chris Castellani, marketing manager for Muttropolis, which has boutiques in Southern California, said the stores take a lot of time to train employees so that they can provide the best information to all customers. It’s important for customers to visualize their pets using a travel product. Spyq Sklar, co-owner of Wolf & Lion Pet Supplies in San Francisco, said that often, travel items are too big for the store to have many on display, but he tries to have a few products open and available for customers to see and touch. “You have to keep these products in people’s faces and not just let them sit in the corner,” he said. “A lot of people don’t know these products exist, so you want to make sure you rotate them around and get them some eyeballs.” Michael Leung, co-founder and lead product designer for Sleepypod in Pasadena, Calif., said the company has its own proprietary crash-tests dogs that help it determine the safest designs for carriers and safety harnesses. The company has created display versions of two of these crash-test dogs for stores to use in demonstrations. A Pet With Paws in New York provides signage to its retail partners that explains to the customer that the carriers are eco-friendly and cruelty free, and that the bags are made from recycled plastic bottles, said Dana Humphrey, a spokesperson for the company. Chris Stahl, operations support manager for Wag N’ Wash Natural Food & Bakery, a chain of pet retail and grooming stores, said the company creates a spot within a store to tell the story of travel with your pet. “Items like carriers get displayed with travel bowls and feeders, as well as seat covers and other travel gear,” Stahl said. Muttropolis, which has stores in Southern California, displays carriers and totes on shelves so customers can see all the features. “Many of our car-safety items like car seats, safety barriers and seat belt harnesses are easier to view on our website,” said Chris Castellani, marketing manager for the stores. “We have a kiosk in-store where customers can see all features in product images.” From the consumer’s point of view, it is always better when they can see and touch the actual assembled product, said Bruce J. Flantzer, North American director of sales and marketing for Moderna Products, which has U.S. headquarters in Gaffney, S.C.
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