Waiting room sales - an opportunity not to be missed
From fostering better client relationships to increasing pet health outcomes, a well-curated retail section can positively impact your practice and your clients.
Practice Management
Waiting room sales presents a golden opportunity to generate additional revenue for your practice, but that’s merely part of the equation, there are numerous other advantages that a pet retail offering can bring to a veterinary practice.
#1 Increased revenueLet’s start with the most obvious, pet retail can represent a big opportunity to generate an additional revenue stream. According to Statista In 2021, expenditure on pets and related products reached an annual value of £9.66 billion with just 25% of that spent on veterinary services. By offering waiting room sales, you can entice clients to spend their extra money with you rather than at a pet store or online, providing a win-win situation for both parties.#2 Competitive advantageSetting up a retail section in your practice gives you a competitive edge over competitors who don't provide the same convenience. This unique offering can attract new clients and encourage existing ones to visit your practice more frequently.
#3 Enhanced client experienceA well-curated pet retail section can greatly improve the overall client experience. Pet
owners appreciate the convenience of purchasing necessary supplies, such as pet treats, toys and grooming products at the same location where they receive veterinary services. This integration transforms your practice from a place they reluctantly visit when their pet is unwell to the go-to destination for all their pet's requirements. Furthermore, with the average waiting time for appointments being 17 minutes, offering retail options can engage your clients and keep them occupied, thereby reducing the perception of wait times.
#4 Comprehensive careA pet retail offering perfectly complements your professional veterinary services and treatments. By including preventive care products, such as flea and tick treatments or dental care products, a retail offering can promote a proactive approach to pet health. Encouraging your pet owners to take preventive measures to maintain their pets' wellbeing.
#1 ConvenienceBy having a retail section within your practice, a client can conveniently find all the essential pet supplies and products they need in one location. This eliminates the need for them to make additional trips to separate pet stores, saving them time and effort. Additionally, a visit to the vet can be a stressful and anxious time for both your clients and their pets. Owners often welcome the opportunity to buy a special treat or toy as a reward for their pet whilst they’re in the practice.
#2 Expert recommendationsAs a veterinary practice, you have the advantage of providing personalised recommendations based on knowledge of each pet's health history and any ongoing medical conditions. Plus, the products you recommend are often superior to those sold elsewhere, as you've ensured their safety and efficacy. What’s more, you can explain to the client how to use the product and answer any questions that they may have. It’s a level of expertise and advice they won't get in most pet stores or online!
Determining what products to stock is obviously going to depend on what type of animals you see in your practice and what the split of those animals might be. Pet retail sales are generally dominated by products for dogs and cats, but there are options for small animals and horses too.
It’s also important to consider the factors that can influence the preferences and purchasing decisions of your clients. Here are some key aspects to take into account:
Firstly, what’s the primary focus of your business? Are you wanting to target health-conscious pet owners who prioritise healthy and natural treats? Or perhaps specialise in behavioural products to address specific issues like anxiety or aggression in pets?Next, think more about what types of animals make up your customer base. Are there certain breeds or sizes of dogs, for example, that are more prevalent in your area? This information can influence the types of products you choose to stock, such as toys or specialized grooming supplies.Don’t forget that you also need to consider the demographics of your target customers. Are they predominantly young professionals,
families, or retirees? Understanding their preferences, lifestyles, and spending habits can help you tailor your product offerings to their needs and desires.
An additional aspect to consider here is sustainability. Pet owners, especially younger pet owners, are increasingly looking for environmentally friendly alternatives for the products they buy for their pets. So, eco credentials should be a key consideration when choosing your product range.
And finally, take a look at the competition in your local area. Is there another practice nearby that offers waiting room sales? Maybe there’s a pet retail store just down the road. If so, take note of the products that they offer and see if you can identify any gaps or opportunities to offer unique or veterinary-exclusive products that will make your waiting room products stand out from the competition.
Unquestionably, pet treats reign supreme as the top-selling category in retail sales. According to Euromonitor International's Dog Food in the United Kingdom report 2023, sales of dog treats alone grew by 6% in 2022 to a value of £693 million and there is every indication that this demand is only set to increase. Dogs may take the lead, but there's also a substantial demand for cat treats too.
Research carried out for the PDSA’s 2023 PAW Report on Animal Welfare, shows that pet treats are as popular with owners as they are with their furry friends. Many owners believe that treats can help them to develop a relationship with their pets, using them for training purposes, but also to make their pet happy, to distract them or to occupy them when they are not at home. However, the most relevant statistic is that 32% of dog owners choose their dog’s food by taking advice from their vet or vet nurse. Cat owners are slightly less likely to ask for a recommendation, but almost a quarter of those surveyed still would.
As with the human snack market, it’s no longer enough for a pet treat to just taste good. Pet owners are also now seeking products that are all-natural, healthy or have added functional benefits. Whether that’s ingredients to promote a healthy coat, support digestion, reduce tartar build-up, support immunity or promote calming.
The other functional aspect of treats is that they can offer an effective way to disguise pills or medication. Pill treats offer an easy solution to the frequently asked question ‘How do I get my pet to take pills?’ and are one of the top-selling types of treats across both cats and dogs.
Your practice is perfectly positioned to offer a premium range of treats that can be recommended for the health and well being of pets and to aid with pill taking, training and behavioural needs. Whilst also taking advantage of the big potential for impulse purchases after a stressful consultation.Explore NVS chews & treats category
With a staggering 11 million pet cats in the UK, it’s no surprise that cat litter and trays are one of the most essential items to stock. The UK cat litter market is worth £190 million in 2023, driven by a steady growth in the population of pet cats and the increase in multi-cat households (40% of cat owners, own more than one cat).Overall, cat owners are looking for products that meet their priorities of effective odour control, quick clumping, easy-clean properties and providing a long shelf-life. Whilst properties such as clumping or non-clumping can be down to personal preference, cost or even what their pets prefer.Wood and paper are becoming increasingly popular ingredient types because they’re a more natural and environmentally friendly option. Paper options are usually made from recycled materials and both wood and paper choices are biodegradable.Explore NVS cat litter & trays
Toys consistently rank amongst the top three selling categories for a reason: they are essential products that greatly enhance the lives of pets. They can help to satisfy their instinctual needs, offering an outlet for their natural behaviours and keeping them mentally and physically stimulated, promoting their overall health and happiness.
For dogs, a premium range of toys should include engaging items like fetch balls and rope toys for interactive play sessions, strengthening the bond between clients and their canine companions. Conversely, consider including interactive toys such as treat-dispensing and puzzle toys which challenge dogs mentally and provide stimulation when owners are away from home. Additionally, stuffed toys can provide comfort and companionship, especially for anxious or recovering dogs, whilst durable chew toys made from safe materials satisfy chewing instincts and promote dental health.
A well-curated range of cat toys should focus on satisfying their natural instincts, such as scratching, chasing or hunting behaviour. In addition to scratchers, wands, teasers and chase toys, hiding toys, tunnels, or boxes can provide cats with a safe space to hide and offer mental stimulation and entertainment. Additionally, puzzle toys challenge cats' intelligence and keep them engaged, providing mental exercise, whilst catnip toys are classics that induce euphoria in cats, making them playful and joyful.
Explore NVS toys category
The PDSA’s 2023 PAW Report on Animal Welfare highlights behavioural issues as a serious welfare concern for UK dogs, with 60% of surveyed vet professionals witnessing an increase in dog behavioural issues in the last two years.
These concerns are a direct consequence of lifestyle changes resulting from the pandemic, particularly in two main areas: separation-related issues and a lack of socialisation opportunities. As a result, more dogs are exhibiting behaviours such as growling, snapping, biting, or displaying signs of fear.Stocking a range of proven and effective behavioural products that can be recommended to your clients can help to alleviate some of the distress that can be caused by these behaviours. Key products like Thunder Shirts or Pet Remedy can provide much-needed comfort for pets during stressful situations.Explore NVS behaviour & training category
Dental products represent a key growth area, driven by the increasing awareness of pet dental hygiene and the need for treatments & products that help support good dental health. There’s an additional opportunity here in that products can be recommended as part of dental checkups.
Basics, such as dental kits, toothbrushes, and toothpaste are great for pet owners who are able to get their pets into a regular routine of brushing. For pets that resist brushing or need comprehensive care, stock a range of dental powder, chews, wipes, rinses, and sprays designed to prevent plaque build-up, remove tartar, and keep breath fresh.Explore NVS dental category
When most people think about pet grooming, they conjure up images of bows, brushes, and running after their pets. However, as you know, grooming is an important aspect of a pet’s overall well-being and health and can also provide the opportunity for your clients to look really closely at their pet’s coat and skin and keep an eye out for any unwanted visitors.Essential grooming supplies to stock for your clients include high-quality shampoos and conditioners suitable for different coat types and addressing specific concerns such as sensitive skin or allergies. Good quality brushing and combing tools are vital for maintaining healthy coats and preventing matting, whilst nail clippers and grooming wipes can address specific grooming challenges.
grooming is an important aspect of a pet’s overall well-being and health
Explore NVS grooming category
A stylish range of collars and leads can capture the attention of clients looking to pamper their pets after a stressful consultation or in need of a larger option for their growing kitten or puppy. However, functionality is just as essential, helping your clients to provide controlled safe exercise for their pets. A range of muzzles, slip leads, harnesses and other training products can offer solutions for all types and sizes of pets and help with behavioural issues such as lead pulling and recall.
Explore NVS leads & collars range
As pet owners consider their furry friends part of the family, it's no surprise that 40% of pet owners would spend as much on their pets during special events (like Christmas or their birthday) as they would on a friend. Embrace this sentiment by offering a fun and appealing range of Christmas-themed gifts and treats to engage your clients and boost retail sales.
40% of pet owners would spend as much on their pets during special events (like Christmas or their birthday) as they would on a friend
It doesn’t just have to be Christmas though, dedicating a section of your waiting room sales to seasonal products, including relevant spring, summer, travel and winter health products will provide your clients with new and relevant products throughout the year.
Click on our Christmas Winter Gift Collection front cover to browse through this year's festive collection.
In need of some more support and guidance?
Contact your NVS Group Territory Manager who can recommend the best-selling pet retail products for your practice and provide a pricing toolkit making it quick and easy to decide your retail pricing.
Whether you’re just starting out in retail, looking to refine your existing range, or expanding your offer into new innovative product areas, we have ten effective tips to help you maximise your veterinary waiting room sales.
With numerous product options available, it can be overwhelming to decide what to stock in your waiting room. Consult your veterinary wholesaler to gain insights into the best-selling categories and products.
Whenever possible, consider choosing veterinary-exclusive products that cannot be found in standard pet retailers to make your waiting room sales stand out from the competition.
Your NVS Group Territory Manager can recommend the best-selling pet retail products based on the available space and your existing range.
Click here to contact your TM
Design your waiting room layout in a way that encourages clients to explore the retail area. Strategically position retail displays to make them easily visible and accessible, allowing clients to handle products, read information, and examine them closely before making a purchasing decision.
Regularly put yourself in the shoes of a client and walk into your practice entrance to assess your waiting room's image, so you can ensure a positive first impression and identify areas for improvement.
Regularly put yourself in the shoes of a client and walk into your practice entrance to assess your waiting room's image.
Make your product display eye-catching and visually appealing. Consider using merchandising solutions such as counter displays, stands and other point-of-sale materials that are available through your wholesaler or suppliers.
Studies have shown that placing products at eye level can significantly boost retail sales, so use this prime space for your best sellers. Make pricing information easily visible to help clients make informed decisions and reduce uncertainty about product costs. And finally, it might sound obvious, but a tidy and well-stocked waiting room display encourages browsing and increases the likelihood of sales. Ensure that popular products are consistently available, regularly check stock levels and replenish inventory to avoid empty shelves.
Promotions and special offers can be an effective way to capture your clients' attention and boost sales. Take advantage of the regular promotions offered by your veterinary wholesaler or supplier and consider using limited-time discounts to create a sense of urgency, motivating pet owners to make immediate purchases.Visit NVSWeb to find out about the latest promotions
Offering free samples of items, such as treats, in the waiting room allows clients (and their pets) to try the products before committing to a purchase. This demonstrates your confidence in the quality of your offerings and increases the likelihood of future sales.
Think beyond your waiting room display and leverage nurse-led clinics, such as puppy and kitten checks, weight, or dental checks, to offer bundles of products or starter packs tailored to the pet's needs. This approach encourages clients to try new products and increases the average transaction value.
Identify a member of your team who excels in sales or has previous retail experience and make them your ‘retail champion’ Alternatively, form a small team responsible for product sourcing, managing the display, and monitoring sales performance. This retail champion or team can also ensure that the rest of the team is kept informed about new products, special promotions, and other relevant updates.
Involve all team members in the sales process and equip them with a good level of product knowledge. It’s not just an opportunity for your receptionist or front desk team, as each member of the team will have a different level of interaction with the client. Encourage them to engage in friendly conversations, actively listen to clients’ needs, and recommend appropriate products. Share success stories and tips amongst the team to support those who may find the selling process more challenging.
It’s not just an opportunity for your receptionist or front desk team, as each member of the team will have a different level of interaction with the client.
Clients are more likely to make a purchase when your team can speak from their own experiences with a product they've used for their own pets.
The client values your knowledge and expertise, and this extends to personalised product recommendations too. Highlight staff picks or staff recommendations in your product display or choose a staff pick of the week or month. Clients are more likely to make a purchase when your team can speak from their own experiences with a product they've used for their own pets.
If you have sufficient space, dedicate a section to seasonal items that can be rotated regularly. Consider themes like spring, summer/travel, Christmas, and winter health. This approach keeps your product display fresh and engaging. Providing clients with new and relevant products throughout the year enhances their shopping experience.
Providing clients with new and relevant products throughout the year enhances their shopping experience.
House of Paws festive Christmas mince pie with rope thrower. Toy does contain squeakers. Height 24cm. Code: 383363
Behind each window lies a delicious festive treat for a dog to enjoy this Christmas. Featuring Duck & Orange Glazed Bites, Lamb & Rosemary Strips, Turkey & Stuffing Style Meatballs, Chicken & Carrot Fingers.Code: 383697
House of Paws festive winter red dog toy - fox . Height 30cm, includes a squeak.Code: 410275
Behind each window lies a delicious festive treat for a cat to enjoy this Christmas. Featuring Chicken, Duck & Salmon Fillet Mini Strips and Chicken & Cheese Duo Bites.Code: 383703
Height 50cm.Code: 624287
This adorable cheeseboard trio features a stilton wheel, a duo of grapes and a slice of brie. The brie and stilton contain catnip and have a crinkle feature, while the grapes rattle - all are certain to keep cats entertained! Code: 383703
