Doskocil Tames PetsMart's Display of Dog Products

A pet product line that could have been a real dog to display is now simple to show and handle with a new merchandising program from the Doskocil Manufacturing Co.Unleashed during June, Doskocil's new P-O-P initiative enables retailers to feature a full line of Doskocil doghouse and carrier products, while saving space for other products. The program is designed for use on warehouse-style racking systems (like PetsMART's), and includes a valance system with category graphics, custom wire baskets to hold pads and doors for the house products, and product identification graphics for each house and carrier on display."We have a bulky product that doesn't display itself well unless assembled," explains Grant Bergman, director of marketing at the Arlington, Texas-based company. "Construction of all eight house models and 16 carriers is a sizable and labor-intensive proposition, but unless they're fully assembled, consumers can't see what they're getting."PetsMART retailers have displayed several of the same models fully constructed in the past, but they required a major space commitment. The new program allows for one of each model to be permanently displayed at eye level, clearly showing consumers the product progression of good, better and best, with disassembled stock available above and below the display.The horizontal, plastic valance system featured on the shelving clearly communicates the benefits of the products. "The challenge in a power center that uses steel racking and a forklift for stocking and restocking is that signage can be damaged or knocked down," says Bergman. "With our resilient magnet system, any signage accidentally moved out of place will swing free and reposition itself automatically."Each Doskocil doghouse also has accessories that previously may have been merchandised in other areas of the store. Now, wire clip-on baskets with graphic signage allow all items to be merchandised together. "Consumers often overlook the custom-size floor pads and heavy door flaps because they're hard to display in plain view with the houses. Now they are displayed in special baskets hanging below the appropriate models," Bergman states.On each house and carrier on display, product graphics indicate the unit's size, model number and other details. This signage further aids consumers in purchasing the appropriate product for their pet.Bergman adds that PetsMART is expanding nationwide and additional merchandising systems may be developed. He says that PetsMART recently reset 350 of its stores, a perfect opportunity to introduce Doskocil's program.The patented system was designed and manufactured by White Plus, El Segundo, Calif.

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