Your pet daycare has matured, and you are thinking of expanding – or you are launching a new facility and are wondering what to include. You’ve likely realized that retail space encourages cross-promotion for your brand, brings in new clients, and offers added value to current clients. Whether your retail space will add value or turn into a very expensive greeting room for clients depends on the details.

Surveys over time and across the globe have shown that customers value customer service above all other factors, including product quality, price, and brand. The foundations of customer service should be in your staff already. People who are friendly, are interested in meeting (and exceeding) the needs of others, and take pride in their work have the base qualities to become great customer service professionals.

Choosing staff for your retail location opens up a trap that many special interest stores fall into: the staff is not qualified because they love pets! In this setting, it is most important that they are knowledgeable about animals (or even willing to learn) but compelled to interact with people. The people are making the ultimate purchase decisions, so interaction with them is imperative.

For easy customer service training, use the fast-slow-fast method.

Fast
Customers must be greeted quickly and warmly. From the time they open the door, staff have approximately five seconds to greet a customer to make them feel welcome and invited to explore. Once a guest is greeted, your staff has laid the foundation of a relationship with the guest. They will feel compelled at least to look around before they ask a question, make a purchase, or walk out the door. A guest that enters unnoticed feels no obligation to give your store a chance before heading out the door.

Slow
Once a customer is engaged, they may need time to peruse the products, ask questions, or compare items. Rushing a customer when they are in the contemplation stage is off-putting and turns customers away. They should be given the time and space to gather information, test products out, or simply wander around the store. Staff should be present and attentive but not pushing.

The slow phase is the perfect time to talk to customers about other opportunities. Maybe they are buying pet treats but have been thinking about trying daycare. A friendly staff member can answer questions, tell the customer about the other services your facility provides, arrange tours, and collect contact information.

Many retail locations wait until the customer is at the check out to pitch other products or services. By then it is often too late. The customer has made up his or her mind about the purchase and is ready to leave. Customers may say no to a pitch – even if they are interested – just to move the process along.

Fast
A customer who has decided to make a purchase should have to wait as little as possible to pay. Even if they spent an hour deciding which collar to buy, they should be helped immediately once they take out their money. Taking too long at this point leaves customers frustrated and gives them time to ask themselves, “Do I really need a new...”

Guests who walk straight into the store with their cash or card in hand skip the slow phase entirely. They are not in the mood to chat and will appreciate fast service.

Customer service is all about anticipating, perceiving, and exceeding customer needs. Following the fast-slow-fast method will give your new retail staff a head start toward creating a successful retail addition to your pet daycare.

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