Locking in the Right Leashes & Collars | Featured Articles | petbusiness.com – Pet Business Magazine

There’s nothing quite like the bonding time dog owners (and sometimes cat owners) get to experience with their pets while out on a stroll. Every walk is different–there might be a neighborhood dog coming over to say hello, or a roaming deer or squirrel in your path. 
For any scenario, and for any dog or cat, it’s important that pet parents are equipped with the best leashes and collars to ensure that they can remain safe and secure. As an impact of the pandemic pet boom, more consumers have needed to shop for the basics, which has resulted in increased sales for leashes, collars and harnesses. 
“Ownership of dog harnesses have increased significantly over the past year,” says Lori Longmore and Sheila King, category managers for Coastal Pet Products. “With most pet owners working from home and addressing their dog’s behavior, they are investing in walking and training solutions as they now have more time to bond and train their pet.” 
Of course, for individuals and families who are looking to put off parenthood, adopting a new dog or cat is an excellent solution. 
“Millennials putting off parenthood in favor of pet ownership has had a positive impact on sales of additional pet restraints, such as fashion harnesses,” according to Elizabeth York, director of operations and Sarah Holloway, marketing strategist for Lone Wolf Pet Products. 
Having some fun with fashion is one of the joys of pet ownership. From a retailer standpoint, to capitalize on this, it’s important to offer a variety of leashes and collars in different colors to suit pet parents’ unique preferences. 
“Lone Wolf focuses on fun and colorful trends, but we also have all the classic colors as well,” add York and Holloway.  
In general, color is not the only fashionable element consumers look for. They’re also interested in learning about different styles and textures that are both good for pets and aesthetically pleasing. 
“Most of what we’re seeing is more color and pattern variety becoming available,” says Bryant Baxter, marketing sales coordinator for EzyDog. “Recently we’ve adapted corduroy and denim to our existing products to give them a true fashion makeover without inhibiting the original designs.” 
Fashion is, after all, an expression of identity and individuality. Pet parents are naturally drawn to colors and styles that most closely resemble their own personal style. 
“Pet owners love to share their personal style through their pet accessories,” says Leah Angelos, sales manager for ZippyPaws. “People have ever-changing fashion senses and love to humanize their pets with accessories.” 
 
Now, while leashes and collars present a fun opportunity for consumers to express themselves through their pets, this essential category is all about safety and security. A consumer wants to take their dog or cat for a walk and feel secure in the fact that it will go smoothly, and their pet won’t break away from them. 
“Pet owners are looking for durable products that fit their lifestyle and quality they can trust,” say Longmore and King. 
Lifestyle is a major component to finding the right leash, harness or collar. A medium-to-large dog with a more active lifestyle is going to have different needs than an older, tinier dog. In addition to physical needs, like humans, pets have different personalities and preferences. 
“Pet parents should take into consideration their pet’s personality and places they plan to take their pet,” says York and Holloway. “A major factor to consider is the type of leash that is best for their pet – do they pull, are they going to be near busy streets, etc. Choosing a leash should be based on the durability and quality of the product – not just the most attractive one.” 
Baxter agrees that ultimately, “Security and quality [are the major pet parent concerns,] and they “generally hold precedence over all other features to collars and leashes.”
“A lot of times, when a customer is selecting a leash, they will default to a longer leash which isn’t always the best solution for their specific needs,” he continues. “Sometimes, for larger dogs or strong pullers, a shorter leash will provide more control and therefore a better experience.” 
While most pet parents mean well and intend to find the best quality products for their beloved animals, there are some elements of the leash and collar category that they might overlook. “Some important factors that are easily overlooked include materials, breathability and durability in accessories for pets,” says Angelos.  
One way that manufacturers are innovating to give pet owners peace of mind is by incorporating technology into their products. As an example, MyFamily is introducing the ‘memopet’ collection in 2022, which incorporates technology to help pet parents learn more information about their pets during a walk. 
“Made with premier quality nylon the collection incorporates NFC technology, allowing collars and harnesses to become virtual data bases and able to store vital identification along with health and wellness information, while leashes track the length of walks and other activities,” says Tom Glessner, chief commercial officer of MyFamily USA. “Everything is then managed and obtained by the free to download “memopetID” app. 
 
Before paving the way for customers to find the products they’re looking for, retailers need to get a sense of what these pet parents have in mind for their pets. 
“The best way retailers can help customers find a durable product is by understanding what the customer is looking for,” according to Longmore and King. “This could be choosing between an adjustable or flat collar, a leather, waterproof, or nylon construction, or choosing between a harness or collar. 
“Having a good selection and a well-trained staff to help customers in selecting the correct size and products that fit their lifestyle will help educate a pet owner.” 
Of course, education is key to helping customers make an informed decision about the best product for a specific pet.  
“Retailers should be knowledgeable regarding the variety of leashes—slips, snaps, Martingales, traffic leads, and so on,” say York and Holloway. “Ask your customers about the size and personality of their pets and if a pet parent is uncertain how a certain style of leash works, be able to demonstrate the proper use of the leash to ensure the pet and pet parent have a great bonding experience.” 
Being able to demonstrate how a product works in person is a great way to help encourage sales and help customers gauge whether a product is easy to use, and if their pet will be comfortable with the product. Another in-store opportunity that retailers have, as opposed to selling online, is that pets can try out collars and leashes in the store before purchasing. 
“Retailers can help pet owners find the perfect leash or collar by allowing them to feel and even try out a product before purchasing,” says Angelos. 
“By providing eye-catching displays as well as a well-curated assortment, our retailers can help show the features and benefits of these products,” she continues. “With leashes and collars, customers love to see the actual length and try them out on their pets, especially if they are accompanying them in the store.” 
It’s no secret that customers want the best for their pets, and many love spoiling them with high-end products. When it comes to selling leashes and collars, it’s important to diversify offerings not just to accommodate different sized dogs or cats, but in price as well. 
“Pet specialty retailers seem to be overlooking higher quality collars and leashes as many sets seem to contain the same product, and if they added premium products and merchandised them effectively, it could lead to higher average rings as well as additional margin dollars within the category,” says Glessner. 
“Higher quality collars and leashes should not be something for pet specialty retailers to be afraid of carrying,” he continues. “So many do not have products that differentiate themselves from big box and mass stores, and they are missing out.”
While some customers look to spoil pets, some customers may be shopping to prepare for a worst-case scenario–if they need to evacuate in a hurry. With the increasing number of natural disasters, from forest fires, hurricanes, etc., it is imperative that consumers have a leash on hand specifically for emergency situations. 
“June is usually the month that preparedness for pets is showcased, but as we have seen severe weather events happen year round,” say York and Holloway.  
If it’s possible, try to follow up with customers on how certain leashes and/or collars worked out for them. That feedback can give you valuable insight into what’s working, what’s not, and what future improvements can be made to the product. 
“Customer feedback and demand is always an incredible driving force for us when designing new products,” says Angelos. “We always take our products to the next level by taking this feedback into consideration while making sure our designs stand out from the rest and staying true to our style.” 
Given the increased number of pet owners looking for the highest quality products for their pets, the leash and collar category shows no signs of slowing down. 
“A collar can be more than a collar,” says Baxter. “A leash can be more than a leash. Stocking products which have additional benefits can make all the difference for your customers, and that will also enrich the relationship they have to the place of purchase.”  PB 
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