Colorado retailers looking to build customer loyalty, increase sales and earn repeat customers are working hard to attract a new shopper to their stores: the four-legged kind.
From treat bowls on the counter to water dishes by the door to discreetly placed “poopy” bags by the trash can, store owners are adding accouterments that say “Pets welcome here.”
When those efforts work, the payoff can be huge, but owners who allow pets in their stores should be prepared for liability issues.
Nationally, dog owners are younger, more affluent and more likely to be married than their canine-free counterparts, according to the American Pet Products Manufacturers Association’s 2005-06 pet owners survey. They have a higher annual household income than the rest of the population ($46,000, compared with $40,000) and are more likely to earn at least $50,000 a year.
More than 150,000 dogs live in Denver, including Hannah Montroy’s 8-month- old shepherd/Lab mix, Beau. Montroy routinely drives more than 20 miles to shop at Boulder’s Twenty Ninth Street retail district because Beau can accompany her into the stores.
“I’m really big on socializing my dog,” she said. “Twenty Ninth Street is a destination for me. It’s worth the drive.”
Businesses that offer treats and water bowls luck out, Montroy said, because “I spend more time shopping there, and I end up spending more money.”
Steve Hooten also would rather spend his time and money at stores that welcome his Shih Tzus.
“If you’re not a dog person, it’s difficult to understand. But if you are, it makes sense. It’s having a loved one with you,” Hooten said. “If you have to leave your dog in the car, you’re going to be very quick about your business. You’ll linger if your dog is comfortable and with you.”
Hooten and his wife take their dogs almost everywhere. At stores that prefer dogs to be in carriers, “we have those cute purse- like carriers,” Hooten said. “I’m a sportsman and a hunter, and I’ve been known to carry around frilly little doggy houses.”
Sports and outdoor clothing retailer Orvis has been dog-friendly since opening its doors in Cherry Creek North two years ago.
“Let’s face it: There are a lot of retailers who sell similar products,” said store manager Rob Tibbett. “Allowing customers to walk in with their dogs means they’re going to come here more often. … They’re going to feel like they’re part of a community.
“The atmosphere we’re creating is that of a neighborhood store. Being dog-friendly helps.”
Cherry Creek North’s Sol has been dog-friendly since the store opened 10 years ago. Although Sol’s inventory is mostly designer lingerie, there was never a question about dogs entering the store. Most dogs don’t join their owners in the fitting room, however.
“On occasion, customers may want their dogs involved, but for the most part they’re just coming in to pick something up,” said marketing director Janelle Kenny. “When people are out with their dogs, we want them to be able to come in and shop.”
Still, going pet-friendly can have drawbacks.
Doug Kelley, director of Denver’s Animal Care and Control Division, was apprehensive when more retailers began allowing customers to shop with pets.
“Dogs aren’t always going to act the way they do at home. That can raise liability issues,” Kelley said. “Retailers need to be sure they’re making the right decision for their businesses and for their customers before they go pet-friendly.”
Surprisingly, allowing pets and allowing smoking pose some of the same conundrums.
“Retailers have to be cognizant of what the majority of their customers want,” Kelley said. “There are a lot of people who love animals, and there are a lot who don’t. Those who don’t enjoy being around animals or who are afraid of animals have a right to shop where they feel comfortable.”
Although Denver retailers have yet to report any serious dog-to-dog or dog-to-person incidents, Allstate Insurance Co. spokeswoman Melissa Morris advises business owners to speak with their insurance agents before welcoming pets.
“There’s no special coverage for becoming pet-friendly, but businesses are assuming a new risk,” she said. “… They may consider increasing their business liability coverage.”
While there is also a possibility of dogs damaging merchandise, Orvis’ Tibbett isn’t worried.
“Sometimes, when the golden retrievers come walking through, there might be some clothing we need to take the brush to,” he said. “We’ve had a couple of dogs grab the stuffed pheasants we have around the store, but we take that for what it is.
“We have dogs that are in here almost daily. We would rather deal with those issues than not have dogs in the store.”
Before going dog-friendly
Move breakable items to higher shelves.
Teach your staff the appropriate way to ask customers to keep their animals under control and out of other people’s space.
Realize that dogfights are possible. Learn how to intervene without putting yourself or others in danger.
Keep treats handy that will appeal to the pickiest eaters. Dried liver or meat jerky will often shift a dog’s focus from other animals to you.
If an incident occurs in your store, stay calm. Confine the dog immediately, and seek immediate medical attention for the victim, if necessary. Don’t argue, and don’t accuse the victim of impropriety with the dog. Look for witnesses to the incident, and request their contact information. Notify local authorities of the incident, and report it to your insurance agent.
Sources: Robb Horen, co-owner of For the Love of Dog (Glendale) and Dog Savvy (LoDo); Melissa Morris, Allstate Insurance Co.
