In this time of economic uncertainty, increased competition and growing consumer demands, independent pet retailers need the support of their trade association more than ever. IndiePet, the only association created by and for independent and neighborhood pet retailers, is bringing a portfolio of value for its members this year at SuperZoo, which will be held in Las Vegas on Aug. 23-25. It will host new gatherings, offer new programs, and promote members-only opportunities and discounts that provide immediate value for membership.
Prior to SuperZoo 2021, IndiePet was an unnamed, informal group of a few retailers who met at SuperZoo to discuss the challenges they faced competing with the big online retailers. In late 2020, IndiePet was formalized as a 501c6 trade association. Its debut meeting at SuperZoo 2021 drew a crowd of more than 300 attendees. Retailers, manufacturers, distributors and service providers—members and nonmembers—attended to learn about IndiePet and its plans to support independent retailers.
This year at SuperZoo 2022, IndiePet is again opening its pre-show meeting to members and nonmember retailers, manufacturers, distributors and service providers to the independent channel. Attendees will enjoy a brief presentation, and then be invited to speak one-on-one with IndiePet leadership, industry partners, operating committees and subject experts to learn about new programs for retailers that IndiePet is introducing. This will be a great opportunity for nonmembers to get a clear idea of the value membership brings. Since a big crowd is expected this year, preregistration will be required. To register, visit indiepet.org.
In addition to the pre-show Monday gathering, IndiePet is introducing a smaller retail-member-only hosted breakfast on Wednesday, Aug. 24, from 8 a.m. to 9:30 a.m. Featured speaker Michael Johnson, president of Finn Cady Strategy and Brand and a member of the board of directors for the World Pet Association (WPA), will present briefly on trends and hot issues facing pet retailers today and how to capitalize on them. Following the presentation, attendees will be encouraged to get to know each other, share how they manage their top issues and be energized with new ideas before they head out to the show floor. Members can register on the IndiePet website.
It has been a long journey from those first informal gatherings to what the independent channel has today in IndiePet. From foundation building to the high-value programs and tools IndiePet will unveil at SuperZoo, members can get a lot of bang for a very reasonable membership buck.
Members can expect to see a minimum advertised price (MAP) tracking dashboard that allows manufacturers and retailers to monitor daily pricing on the top 500 products selling in the pet industry. This dashboard flags pricing violations typically seen from online sellers and allows manufacturers to correct brand-damaging pricing practices and demonstrate their commitment to the indies.
Exclusively for members who know that social media is integral to engaging customers, but who may not have the time or expertise to dedicate to the details, IndiePet is partnering with a founding sponsor to offer members an entire suite of SEO and traffic boosting tools—at no cost for the first year and an ongoing 50 percent discount (more than $1,500 in value). These tools will help retailers manage their social media platforms, review sites and ensure that their business gets noticed by customers searching for like businesses or related topics. Included will be great idea-starters for easy social media posts, allowing store owners to devote more time to running their businesses and less to worrying about what to post.
Sustainability is at the top of many retailers’ minds these days, and IndiePet’s partnership with the Pet Sustainability Coalition (PSC) has already resulted in successful joint events. IndiePet is working closely with PSC to provide and share guidelines for building more sustainable business practices and to show how a focus on sustainability can provide opportunities for engagement with customers and staff. These guidelines will be available and distributed at IndiePet’s booth (3874).
Key category sales growth and consumer trend insights will be available at IndiePet’s booth and for the last time via its website to nonmembers. Going forward, only members will receive these insights quarterly throughout the year.
And finally, a number of IndiePet associate members will be offering a SuperZoo special exclusively for IndiePet retail members. Specials will include additional discounts on products and services. Look for the IndiePet show promotion sign at member-manufacturers’ booths. Nonmembers who want to take advantage of these offers can visit IndiePet’s booth to join and not only gain access to all member benefits, but also know that they are adding their voice and support to independent pet retail.
We are looking forward to a great SuperZoo this year. With IndiePet in full growth mode, offering more insights, resources, contacts and networking than ever before, we see a bright future for independent and neighborhood pet retail.
Todd Dittman is the executive director of IndiePet. Dittman has spent his career leading retail businesses and inspiring innovation to enhance the customer experience. As executive director and board member of Shop Environments Association, he led the strategic planning and implementation process that positioned the largest global nonprofit in the retail environments space as the go-to resource for retailers to stay ahead of brick-and-mortar design and technology changes.
Prior to leading Shop Environments Association, Dittman held the position of vice president of marketing with Dairy Management, where he played a key role in the organization’s transformation from generic advertising (Got Milk?) to product development through industry partnerships with retailers such as Kroger and McDonald’s, resulting in increased dairy product demand for U.S. dairy farmers.
Dittman started his career with industry-leading brands such as Borden, Wendy’s International, and Arby’s Restaurant Group. While working at Wendy’s and Arby’s, Dittman led the marketing for more than 400 retail locations and sat on boards of franchise cooperatives as well as Big Brothers Big Sisters. He has a Master of Business Administration from Loyola University, Chicago, and a Bachelor of Business Finance from the University of Cincinnati.
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