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Publication date: Saturday, February 21, 2004
Kristine Godfrey knows the industry inside and out. As owner of All Pets Considered, located in Greensboro, North Carolina, Godfrey has watched her lifelong passion for the pet industry take root and blossom into a successful store that has brought her many accolades, including the Greensboro Merchants Association’s Small Business Retailer of the Year Award for 2000. This past year has seen even more growth for the store, which will be celebrating its 10th anniversary in 2002. According to Godfrey, the secret to her success is based on an extensive knowledge of the industry and her firm commitment to customer service.
Godfrey’s career in the pet industry has been one of complete devotion, and it’s reflected in the success of her store and in the rewards she continues to reap.
LIFE LESSONS
Godfrey got her start in the pet industry at the age of 15 when she went to work at Chelmsford Pet Care Center in Massachusetts. She kept her job through college, graduating with a marketing management degree. Unable to open her own store, Kristine worked as a dog food manufacturer representative. She then worked as a sales rep for a for a pet supply distributor. ”I got a lot of ideas and saw what worked and what didn’t, “ Godfrey says. ”I also learned a lot about taking advantage of co-op programs by different manufacturers.” After 12 years of working behind the scenes, the opportunity presented itself for Godfrey to open her own store. ”I jumped on it ... and I’ve never looked back! “
The store has gone through changes over the years, including a move in August of 2000, but has remained focused on its mission.
After reducing the fish section and expanding the dog and cat section, Godfrey turned her attention to her gift and pet novelty section, and has found tremendous success. ”We’ve really expanded the section. It makes for great add-on sales and we really see a surge at Christmas with gifts for friends and family,” Godfrey says.
While keeping her eye on her gift section, Godfrey remains dedicated to providing her customers with the best pet products available. ”We have a huge selection of treats, toys, clothing, pet foods, collars and leads. I try to offer a less expensive version of many products as well as the more expensive, exception al option,” Godfrey says.
The staff of All Pets Considered is encouraged to send thank you notes to new customers with a five-dollar gift certificate enclosed. Employees are then compensated if and when the gift certificate is redeemed. The store also runs a Pay Back coupon, twice a month in the local paper ”The news paper runs them as a free service to their subscribers,” Godfrey says. ”We team up with manufacturers offering free cans of pet food. The manufacturer covers the cost of the product so the advertising is free for us.”
The store runs a ”Picture Your Pet in the Pumpkin Patch” and ”Picture Your Pet with Santa” promotion, as well as offering professional pet photography by appointment. The store is involved with rescue groups and pro vides a service for customers to adopt kittens.
CONSIDERING THE FUTURE
Of all the challenges facing her business in the years to come, Godfrey’s most immediate concern is economic. ”I’ve always felt the pet industry was recession proof, but since September 11th I’m more worried than before — although I did see a surge in treat and toy sales after the 11th. People get comfort from their pets and wanted to do something extra for them.”
All Pets Considered also wants to do something extra for pets: provide their owners with the best in product selection and customer service. Customers that are fortunate enough to visit the store will be reminded how the small and knowledge able pet retailer can win out over its superstore and grocery competitors. ”We can’t be everything to everyone, so we try to be the best at what we know we’re good at.”
By Gabriel Lewis. Originally published in Pet Business (December 2001). Reprinted with the permission of Craig Rexford. No part of this material may be reproduced without the permission of Macfadden Pet Business L.L.C.
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