Best Practices in Premium Foods Merchandising
When independent retailers choose which premium food brands to collaborate with, several key attributes should be considered, Heather Hickey advised. Having held leadership roles with retailers like Pet Food Center and premium food manufacturers such as Nature’s Logic and ZIWI, Hickey has seen firsthand what makes successful retailer-manufacturer partnerships.
“Independent retailers should look for manufacturers that support programs that work for their store,” Hickey expanded. “As an example, some retailers find that in-store sales work well, while others value education, frequent buyer programs, sample programs or off-shelf displays. Premium food manufacturers are looking for retailers that they can truly partner with, because both benefit when sales grow.”
Indies are tasked with curating the ideal selection of premium foods—a process that is more complex than it appears, especially when driven by a genuine commitment to pet well-being and a dedication to supporting caring pet owners who want the best for their pets.
“Ideal brand split varies by store. Some retailers have their own private label, and there is a lot of variance in the types of food stocked,” Hickey commented.
She volunteered, “Stores may want to choose a few brands to partner closely with so they can benefit from the programs they offer. If a retailer carries only a few SKUs from lots of different brands, they may not sell enough volume to qualify for some of the programs that manufacturers offer.”
Another point Hickey raised is that indies should avoid putting all their eggs in one basket: “Retailers try to grow their whole business, to keep any one brand from becoming more than 30% of their total food business. They aren’t limiting growth in a brand, but they need to support other brands to continue to grow their total business.”
However, indie retailers can take steps to enhance their assortment and see a return on their investment. These include building stronger relationships with premium food manufacturers, earning the trust and loyalty of pet owners, and curating a selection of premium foods that align with pet owners’ values and budgets. Ultimately, this approach helps ensure pets have access to nutrient-dense foods made with real ingredients that offer additional health benefits, such as improved dental and gut health, as well as healthier skin and coats.
Hickey advises: “First, look at the fastest-growing categories and make sure they have the products their customers are asking for. Secondly, ensure their staff is educated, and they are giving good customer service to their customers who took the time to come in.”
Finally, she recommends retailers study their floor plan to enhance the shopping experience. “Evaluate the layout of the store and find opportunities to improve marketing, ease of shopping for the customer, and utilize end caps and displays to encourage add-on purchases that are high value,” Hickey suggests.
With their premium food aisle, independent retailers have a valuable opportunity to differentiate themselves and effectively engage with pet owners.
Drawing on her experience on both sides of the table, Hickey reflected on how successful retailers advocate for themselves.
“Strong independent retailers often have their highest value and most sought-after categories at the front. This includes raw frozen, fresh, freeze-dried, air-dried and other alternative food categories,” she noted. “This allows their staff to easily interact with customers who have questions. They keep the value kibble towards the back of the store, and the layout encourages customers to see the foods that offer premium nutrition first.”
Beyond product placement, Hickey has observed that successful retailers excel at maintaining competitive prices while building strong relationships with consumers through thoughtful, intentional recommendations.
“Strong retailers do a great job of marketing and educating. Marketing doesn’t necessarily mean deep discounts, but they do need to be visible to draw in new customers, and remind existing customers that they have the products and services they need,” she said.
Having the right assortment of premium foods can make the difference between sustaining steady, loyal foot traffic and falling short.
One principle that thriving retailers followed was, “Having the right assortment of food ensures that no matter what a customer is looking for, they can find something comparable in the store,” Hickey noted.
During her career, one of the most notable merchandising strategies that stood out to Hickey involved gaining a deep understanding of pet owners’ goals and offering a range of options—good, better, and best—across various price points and food formats that align with pets’ health needs and preferences.
“Most customers want to do the best they can for their pets and having a variety of price points and forms of food will give the employees the opportunity to help customers find what will work best for their pet and their budget,” she reflected.
Hickey’s final advice for indie retailers is to remember that even the most dedicated pet parents are often time-strapped and want efficient, positive shopping experiences.
“Shopping at an independent pet store is another stop. Stores can help keep loyal customers by offering great customer service, an enjoyable shopping experience, and by carrying products their customers want,” she advised.