The Secret Behind the Wild Pet Store's Award-Winning Approach to Customer Service – PetProductNews.com

New staff members are trained by shadowing senior employees, role-play and studying educational materials authored in-store.
Both of The Wild’s locations have self-serve dog washing facilities with two tubs.
Samantha and Chris MacDougal with BB, Bumpkin, WallE and Pickle.
The Wild team is a close-knit group of associates that collaborate on retail procedures and product selection.
The treat assortment at The Wild offers 200 delicacies obtained from all over the world.

New staff members are trained by shadowing senior employees, role-play and studying educational materials authored in-store.
To the furry denizens of Charleston, S.C., and their human escorts, a prowl through The Wild is akin to an expedition into untamed settings. It’s an urban safari of sorts, where glittering twinkle lights mimic a starry night sky, and rope vines resplendent with flora, brightly colored birds and an array of clinging creatures dangle overhead. Well-lit feral eyes peer from behind displays, while walls abound with paintings and depictions of lions, tigers, wolves and all manner of fierce critters.
“We are unique,” says Christina Cummings, manager of The Wild’s two locations in Charleston, S.C. “Truthfully, ‘Whoa, this is wild!’ is how people describe the store when they come in to shop.”
It’s a sensory experience, conceived and achieved by an enthusiastic team of owners and staff.
“Everyone here wears a lot of hats,” Cummings says.
The Wild emerged in early 2018, when Ryan Gephart and Keith Sudano joined in proprietorship and combined their respective talents. The inventive duo’s energy and passion proved infectious.
“Keith would envision something new, and Ryan would create it,” Cummings says. “They work really well together in that regard.”
The imaginative concepts and fresh perspectives encircled fixtures, logos and color scheme to create the distinctive, exotic aura. For example, The Wild shoppers browse product displayed on handmade wooden shelving and treat bins fashioned by Gephart.
“The aesthetics are pretty dramatic,” Cummings adds.
Center stage, however, is a purposeful focus on healthy, species-appropriate foods and treats, nutritional expertise, carefully curated products and stellar customer service.
“We wanted to hone in and focus on what we are really about by doing it really well,” she says.
At The Wild, collaboration within the entire team results in a chorus of suggestions relating to procedures and product mix. Staff members are dedicated to pet health, exuding love, care and compassion for human and pet customers alike.
“Customer service and nutritional education has always been a huge focus for us—it’s really our heart and soul,” she says. “What probably makes us so unique in that regard is that everyone is involved and invested in the business.”
This empowerment results in a close-knit group of associates, with the goal of serving the pet community, she adds.
“Our mission is not to makes sales, but to help people and their pets,” Cummings says.
With this belief system in place, staff education and training is centered on assisting pets and their people. Utilizing the unique skill sets and talents of staffers furthers that aim.
“We are not just looking for people to stock shelves and rings sales; we want to understand their hobbies, interests, and skills, attributes that might be applicable to our organization, and to find a way to apply them,” she says.
Every aspect of operations at The Wild has been conceived and brought to fruition through the efforts and vision of the individuals who own and work within the two stores. From the visual conception to graphic design to constructing store fixtures or the writing of educational materials, all is accomplished in-house through a capable team.
For example, logos and design endeavors are overseen by a team member with an artistic flair. Awareness of such individual abilities engenders a long-term vocation.
“We appreciate these talents,” Cummings says. “We’ve utilized the amazing organization and procedural abilities of another staffer to ensure extensive documentation of our internal systems.”
As a result, the establishment of hands-on, practical records provide uniformity within staff operations.
“We want to make sure that anyone walking into our stores, no matter the time of day, will experience the same level of education regardless of who they encounter,” she says.
This stability is further accomplished as associates float between the two stores.
“We all go back and forth because we want our customers to be familiar with each face and to make sure we offer consistency,” she adds.
Likewise, the objective of establishing reliable customer service influences training practices. Shadowing of senior staffers, role-play, studying educational materials authored in-store and taking advantage of manufacturer training is key. As staffers master the intricacies of pet nutrition and the pet food industry, The Wild also invests in a deeper dive with enrollment in Dogs Naturally University online courses.
“This includes basic pet nutrition, raw dog food courses and advanced pet nutrition, which is more detailed than some college courses,” Cummings says. “We want to make sure we have the answers, the knowledge and the ability to help whoever walks in that door.”
The impact of this tutelage on the lives of owners and their pets is astounding, she adds, and keeps staff members motivated and invested.
“It’s not just another job—it goes beyond that to a purpose,” Cummings says. “I think people are always more open and interested when it comes from a place of passion.”
Foods comprise the largest percentage of the product mix, and as such, a broad range of selections is offered. While the focus is on raw foods, canned wet foods, dehydrated and freeze-dried raw are also available.
“Our philosophy is simply to feed what our pets are designed to eat as a species,” Cummings says. “They are carnivores, so, first and foremost, they require animal-based protein for proper health.”
However, meeting a customer where they are at is emphasized, and for those preferring to continue with a dry option, foods with the highest meat content and the least amount of starches are recommended, along with products that might be incorporated to boost nutrients.
“We have a fairly large selection of dry foods and make sure that the manufacturers check all of our boxes, from quality standards to ingredients, sourcing and manufacturing,” Cummings says. “We do our best to educate our customers about the biology of pets and what they are designed to eat as a species. The closer we get to that, the better they do.”
Over the years, however, Cummings has noted a decrease in demand for dry foods, as more customers look toward fresh, frozen raw diets.
Finding the right dietary fit begins by asking questions, and a major piece to the employee syllabus involves inquiry in order to establish an understanding of issues and needs.
“We want to find out what they are looking for, what is going on in their pet’s lives,” she says. “There is no blanket answer, it’s always case by case, and we start with asking questions and learning needs. From there, we personalize the diet plan 100 percent, every single time.”
Individualized plans include specific feeding amounts and how to successfully implement the new diet.
“Our team members take one-on-one time with each customer to explain the educational truths that apply to their specific pet and unique situation,” Cummings adds.
Cummings is quick to note that upholding the health of pets transcends the promotion of certain brands.
“We are not here to sell a brand or to push specific products; we are here to promote a philosophy,” Cummings says. “We want to make sure pets get the healthiest, most nutritious foods and treats available for long-term health and wellness.”
This ideology means digging deep in order to stay apprised of happenings within the pet food industry to uncover truths and ease the minds of customers. The result is an extremely loyal following.
In-store handouts and circulars further the culture of transparency and knowledge at The Wild.
“We spend countless hours writing educational handouts for our customers with topics covering issues like allergies, raw diets, raw dairy benefits, dental health, grain versus grain free and dilated cardiomyopathy (DCM), weight management, ingredient checklists, recalled pet foods and more,” she says. “We are invested in building lifelong relationships with our customers.”
When it comes to mouthwatering indulgences, the treat array at The Wild offers 200 toothsome delicacies obtained from all over the world.
“Keith does his magic to discover these things, and the next step is researching and vetting the product, which is accomplished in-house,” Cummings says. “It can be quite a process. We currently have more than 20 treats imported from Australia.
“It’s like a candy store setup,” Cummings adds.
The treat assortment at The Wild offers 200 delicacies obtained from all over the world.
On an aromatic note, the old-fashioned fragrance of freshly popped corn entices shoppers to linger.
“We pop and bag fresh popcorn for our customers every day,” Cummings says. “Our popcorn has its own little following.”
While the bulk of The Wild’s product mix is in foods and treats, an assortment of plush and more durable chew and tug toys is on hand. Mental stimulation is another consideration.
“We have a pretty large selection of interactive and puzzle toys, from your basic treat-release bowls to plush toys with hide-and-seek pieces,” she says. “We carry a line of board games that dogs and cats can manipulate in a variety of ways to get to the food and treats.”
In addition, The Wild’s own line of products includes Be Wild, a “soap on a rope” pet shampoo bar, which can be held on the wrist to make application easy at bath time, especially in hard-to-reach areas. Be Wild Paw Balm is a natural, soothing stick that can be applied topically to cracked, dry skin.
Self-serve dog-washing facilities, with two tubs at each location, are available for the do-it-yourself pet owner. For added convenience, bathers are provided with shampoos, brushes, towels, a blow dryer and aprons. Stairs assist pups as they climb in and out of tubs, while mats in the bottom of each tub offer non-slip traction. All cleanup is provided by employees.
Both of The Wild’s locations have self-serve dog washing facilities with two tubs.
“We try to make it as comfortable and easy as possible,” Cummings says.
The Wild’s online store is fully functional, with the ability to ship anywhere within the United States. Products are available via Endless Aisles, an e-commerce solution for pet retailers from distributor Phillips Pet Food & Supplies, and the stores have the ability to ship treats and other items directly from their own inventory.
“We provide free shipping with orders over $50, and free delivery to customers in the areas near out stores,” Cummings says.
In an effort to highlight specific products, The Wild’s Spotlight sales feature new products, or existing items that staffers love and want to expose to customers.
“This might be a raw or freeze-dried food, a treat or a toy,” Cummings says.
For example, for December 2021, “talking pet” buttons were underscored.
“We sell a starter set,” she says. “It’s a system that has been created to basically give voice to dogs and cats. The buttons can be programmed to say anything, and owners can teach their dog or cat what each button means.”
Spotlighted products are updated on The Wild’s website and social media platforms and change every three to four weeks.
“We regularly engage with our customers through these posts and through our quarterly newsletter,” she says.
Customers sign up to receive The Wild’s newsletter, which has a strong focus on education.
“The newsletter contains plenty of quality information,” she adds.
The Wild team is a close-knit group of associates that collaborate on retail procedures and product selection.
To offer a paw up to pets in need and in support of rescue efforts, regular monetary, food and supply donations are made to Hallie Hill Animal Sanctuary near Charleston. Customers are encouraged to donate pet items, which are then combined with The Wild’s own donations.
“We have receptacles in each store to accept donations and personally deliver all items to the rescue on a monthly basis,” Cummings says.
The Wild is also a presence at a variety of events throughout the community.
“We have a pretty cool setup with our tent and bring lots of good stuff, like educational materials and treats,” she says.
Store mascot CJ Wild is a popular presence at these events. The life-size fuzzy pooch is always available for a dance or a photo op with locals.
Cummings emphasizes the core tenets embraced by The Wild.
“Our primary strength is the love, truth and compassion that our team pours into our stores,” she says. “Every person here puts their heart and soul into helping our customers and their pets.”
Christina Cummings: Amazing customer service, in-depth nutrition education, and the most unique and varied pet treats from around the world—200 and growing! Also, genuinely caring for our customers and a passion for what we do. Oh, and free popcorn!
Cummings: Resisting the urge to try to be everything to everyone. We have had a long journey to learn who we are and what we do well. Once we figured this out, our stores changed dramatically, and now you won’t find anyone else like us. 
Cummings: Giving in to greed. Many companies start out with good intentions and want to “do things right.” Over time, they grow and often end up compromising their original core values for the bottom line. We’ve seen this happen time and time again. 
Cummings: The rapidly growing movement to feed our pets a fresh, real-food diet. We are watching customers transition to raw food diets at an astounding rate as they begin to experience firsthand the amazing benefits of feeding their pets this way. 
Cummings: Continued expansion of treats, offering an ever-evolving line of healthy, high-quality foods, and ongoing nutritional education, both for ourselves and our customers. Also, bigger stores, or perhaps even a third store, while being careful not to lose the personal attention we give everyone. And never selling out. No. Matter. What.
Samantha and Chris MacDougal with BB, Bumpkin, WallE and Pickle.
It might just be an understatement to declare Samantha MacDougal impassioned about all manner of critters. The St. James Island, S.C., resident has not only operated a doggie day care, boarding and grooming facility for the past 10 years, but in her spare time serves as a volunteer foster with Keeper of the Wild, a local nonprofit wildlife rehabilitation organization.
“I foster and rehab racoons and possums,” she says. “During baby season, I am often answering phones while bottle-feeding baby racoons.”
In addition to these tasks, MacDougal and husband Chris cherish an at-home menagerie made up of two rescue pit bulls, Pickle and BB; WallE, a mixed-breed rescue; and Bumpkin, a 14-year-old Australian shepherd. Three cats, Bird, Jack and recently rescued Derp, a disabled cerebellar hypoplasia (CH) cat, complete the family circle.
MacDougal discovered The Wild while searching for nutritional solutions. WallE’s appetite was off, and Pickle suffered from skin allergies.
“With Pickle, we were at the vet every couple of weeks—her eyes were itching so bad she was bleeding,” she says. “I thought there had to be a better way. When someone told me about The Wild, I decided to check it out.”
What she found was immediately striking. The Wild staffers possessed a wealth of knowledge and did not press for a purchase. After the initial visit, MacDougal left with free samples, pamphlets offering further research and information, and a dehydrated raw food to try. The results were inspiring.
“Pickle doesn’t have any allergies now,” she says. “Once we switched to a raw diet, everything changed.”
MacDougal adds that with a full house of furry family members, feeding a complete diet of raw food is not always financially optimal, but by relying on the advice of The Wild staffers, she realized that providing a raw, balanced diet at an affordable price is an obtainable goal.
“They truly care about what they are putting into our dogs’ bodies for the longevity of our pets,” she says.
Aside from nutritional expertise, MacDougal finds the attention to detail exhibited throughout the establishment refreshing. This caring transcends specific products or brand promotion.
“When I found a brand online that could be shipped to my house, I brought it to The Wild for the staff to evaluate,” she says. “They investigated the ingredients, checked the packaging and did their own research, even though it wasn’t a product they sold. They said it looked great and suggested I continue with that food.”
Further, MacDougal appreciates that should she find a product of interest, it can be ordered into the store.
Another plus is the treat bar, where rows and rows of hard-to-find, mouthwatering goodies are on hand.
“They have amazing treats that you can’t get anywhere else, like dried rabbit ears or duck heads, which my dogs love,” she says.
All of these valued attributes are seasoned with a personal touch.
“At The Wild, the staff members know all of my animals by name,” MacDougal says. “We lost a couple of dogs this past year, and they grieved right along with us.”
The ambiance and in-store design of The Wild is another quality that keeps her coming back.
“You walk in and it’s a jungle, it’s wild, but I also love how everything is out and easily accessible,” she says.
It’s an atmosphere that finds MacDougal recommendig The Wild to fellow pet owners.
“I am a Wild Groupie. It’s a wonderful place. I have sent a lot of people there, and they feel the same way,” she adds. “I can’t imagine this little town without The Wild.”
That said, indulgences for owners are another prized factor relished by devotees of The Wild.
“My husband, Chris, loves the popcorn,” she says. “He goes with me to shop so he can enjoy the popcorn.”
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