In this episode, Clayton sits down with Craig and Ross from Dofos, a third-generation pet shop brand with a rich history. They discuss their journey of transforming a struggling traditional pet shop into a thriving retail business amidst the challenges posed by e-commerce and the pandemic. Craig and Ross also share their experiences of redefining their brand identity, moving away from selling live animals, and focusing on natural products and dog grooming services. 

KEY TAKEAWAYS

• Craig and Ross discuss the evolution of their pet shop, highlighting its 70-year history and the transition from selling live animals to focusing on natural products and services like dog grooming. This shift reflects changing consumer preferences and ethical considerations in the pet industry.

• Emphasising the importance of customer relationships, the guests advocate for creating a welcoming environment in their shops. They believe that engaging with customers on a personal level, such as offering coffee or treats for their pets, fosters loyalty and enhances the shopping experience.

• They reveal the significance of streamlining operations to improve customer service. By implementing effective inventory management systems and reducing the workload on staff, they aim to ensure that employees can focus on providing quality service rather than being overwhelmed with stock management.

• Craig and Ross share their experiences during the COVID-19 pandemic, noting how they seized opportunities to expand their business despite the challenges. They highlight the importance of being adaptable and responsive to market conditions, which allowed them to thrive during a difficult period.

BEST MOMENTS

"We always wanted an EPOS system, so it was our goal, like, get that store, and save up for an EPOS system and then that'll make us rich."

"We focused purely on the identity. Proud not to do Nestle. Proud not to do Mars."

"If you go back to when I was a kid, 80s and 90s, there wasn't really a viable way for people to buy things like hamsters and birds."

"We were on the verge of rebranding, complete rebrand, because we felt that shops don't close because they're good."

"People don't actually give a fuck about a lot of it. You can sometimes go over and above for a customer and just confuse them."

HOST BIO

Clayton Payne is an industry veteran of three decades of working in the pet industry. Brought up working in his parents' pet store, Clayton has seen the industry evolve over five different decades and has been on the cutting edge of the industry since the nineties. Building pet businesses from scratch, establishing multi-national distribution chains and having worked in every aspect of the industry, Clayton has a rare insight into the Pet Industry that is rivalled by few. 

Clayton has been the spearhead of many of the industry's changes and has introduced numerous new concepts to market with a trail of success behind him. He has worked in numerous countries within the pet industry, speaks four different languages and has established both import and export relationships on all continents (excluding Antarctica).

As well as being COO of one of the UKs fastest growing insect technology companies, Clayton is a Pet industry consultant who has consulted for many household brands and delivers sales training to pet trade professionals.
https://www.linkedin.com/in/clayton-payne-a6772244/

https://www.tiktok.com/@petbusinessdisruptors

https://www.youtube.com/@PetBusinessDisruptors

This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/