3 Ways to Make Real Connections with Your Customers

Kelly Hilzendager, co-owner of Treat Play Love in Grand Forks, N.D., says it's important to listen to your customers to find out what is really best for them and their pets.

Independent pet stores are known for their customer service, and for good reason. Indie retailers often go out of their way to help shoppers, and they make real connections with the pets and people they serve. Pet Product News recently asked retailers what their top tips are for fostering those relationships with pet owners.

Kelly Hilzendager, co-owner of Treat Play Love in Grand Forks, N.D., says it's vital to truly listen to your customers.

"Everyone who comes in wants what is best for their pet, but you have to listen to what the best thing for them actually is," Hilzendager said. "While I would love for every customer who comes in to the store to automatically switch their pet to an entirely raw diet, that is not achievable. Sometimes it's because of cost and sometimes because of comfort level, but we try to listen to the customer and provide the best education to them that we can based on their situation."

Betsey Qualley, owner of Smitten Kitten, a cat grooming, boarding and supplies business in Des Moines, Iowa, and Ankeny, Iowa, urges retailers to think about what they can offer their customers.

"People tend to focus on what we can't do or don't have, but as a small business and not a corporation with a laundry list of rules, we have a lot of room to do things that will make customers happy," Qualley says. "Simple things like getting them an earlier appointment or sitting with a customer's cat that is boarding, over your lunch hour, are extra touches that the big business doesn't have time for but we do."

Being authentic fosters connections, says Rian Thiele, founder and CEO of Pet Evolution, which has stores in Minnesota, Texas and Washington.

"Don't be fake," Thiele says. "Be yourself. Smile and listen. Engage in conversation, [and] ask about their pets. We think of Pet Evolution as the ‘Cheers’ of pet stores where we get to know everyone's name."

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