The rise of the pet pound on UKs High Streets
As the saying goes “dogs are man’s best friend” and with an estimated 13 million dogs living in UK households, high street businesses up and down the country are throwing open their doors and welcoming customers and their four-legged friends. statista details “as of 2020, the United Kingdom was the second highest-ranking European country in terms of its dog population, preceded only by Germany”.
Not so long-ago high streets were filled with dogs tethered to railings outside of shops while their owners nipped in to quickly browse and buy, but with the rise in dog theft, most owners would never dream of leaving their ‘best friend’ unattended. In recent years the way we view our dogs as part of the family has deepened further, this coupled with higher security fears around our pooches has resulted in the rise of dog friendly cafes, shops, restaurants and bakeries, giving a well needed boost to the economy.
Detailed in Bighospitality “ Hospitality businesses that open their doors to dogs could increase revenues by 30 percent a year, so tapping into this market has it benefits”.
As google searches for ‘dog friendly shops’ soar, and pet parents spend more on their furry family members than ever before, as an owner of a high street business what steps can you take to make the most of this increasing trend?
Give your independent business dog-friendly curb appeal
Our four-legged friends can add something special to the shopping experience, a smile and conversation with a stranger and a more relaxed atmosphere. As shoppers enjoy a mooch with their pooch, small changes to your shop, café, restaurant, or bakery will help transform it into a welcoming doggie destination.
Tasty Tit-bits – you can go minimal with a doggie treat jar and free sausages at the till point, or as extra as you like with Pupcakes or healthy Pupsicles to cool the canines on a hot day
Hydration stations - water bowls, filled daily with fresh water, outside of high street businesses are a must no matter the weather. Not only the perfect way for dogs to keep well-watered but also shows shoppers you value them and their dog’s wellbeing
Pet friendly Merchandise – introducing or expanding pet friendly stock into your small business will appeal not only to your regular customers but also encourage new shoppers looking to spend their puppy pounds.
A wall of Fame dedicated to photos of your canine customers hanging out in your shop, café or restaurant mean you will never be stuck for social media content to share, who doesn’t like a photo of a dog!
Encouraging customers to take photos, share on their socials and tag otaging your business and location, all help to increase awareness of your dog friendly business on blogs, online communities, and apps such as bringfido.com
Spread the word, as shoppers recognise your local high street and business is dog-friendly, not only will they be encouraged to visit but they will also spread the word with family and friends, word of mouth marketing is a free and powerful tool “don’t take my word for it this is what our customers say”.
Table ordering apps such as hungrrr or orderyapp are great ways for customers to order, from their mobile phones, their light lunch or evening meal via a QR code without either pups or their pup parents having to leave their table and risk disturbing other diners
If expanding your stock offering it’s wise to review your current level of stock cover to safeguard against the risk of under insurance, here is where flexibility is key when planning your stock, ensuring you not only have the level of cover required for normal trading but also ample cover during your seasonal peak.
Expression Insurance include seasonal stock increase as standard. The sum insured, in respect of stock in trade, is increased each period of insurance by,
25% during the months of November and December
25% for a period of 15 days preceding and including any Bank or Public Holidays and for a period of 15 days thereafter other than occurring in point a)
Paws for thought
When opening your doors to our four-legged friends it is good to remember that dogs are not for everyone so consider the following handy hintsto keep staff and customers happy when visiting you shop café or restaurant.
Let’s Talk - Have a chat with your employees, give them the forum to raise any concerns they may have regarding fear, allergies and processes
Slips, trips & hygiene - Your small business is all about your customers, and as a good business owner you look to offer a clean, safe, well-kept, and managed establishment.
Public Liability provides protection by covering you if a customer or member of the public claims to have been injured or have their property damaged as a result of your business activities.
For example, if you provide a dog water bowl, you must make sure it is regularly checked and the area kept clean, dry and free from slipping hazards.
Having robust Public Liability reflects the care and attention you have for both customers and your business, and this cover would pay the damages, including claimant's costs and expenses, even the most innocuous seeming slip could lead to catastrophic injuries which are very costly, so having a good level of protection here is key for peace of mind. Expression Insurance packages start at £2m Public Liability, increasing to £5m Public Liability cover for medium and large policies.
All Businesses, especially cafes, restaurants and bakeries must follow stringent health & safety guidelines. Keeping dogs away from food prep areas is vital. Look to include dog hygiene protocols in your H&S / training policy for new and existing employees, for example washing their hands every time they touch a dog.
Keep rug cleaners and sprayson-hand should a “little accident” happen
Towels for wet fur and muddy paws, a little extra touch customers will love and saves on cleaning too!
Blankets and throws, not only protects your fixtures and fittings from our furry friends but creates a comfy atmosphere with customers staying longer if their dogs are settled and relaxed
Dogs welcome sign lets both regular shoppers to the high street and casual dog walkers know they are welcome to hang out with their pooch in your shop, café restaurant or bakery
Doggie behaviour, like children, dogs are not well behaved all the time and their behaviour can range from being playful, loud or even nervous around other pooches. Creating ‘dog rules’ visible on your website, in store and on your menus, will let customers know their pet pals are welcome but they must adhere to your dog ‘does & don’ts.’
In summary
The UK is a nation of animal lovers and by continuing to transform our high streets into a doggie destination of choice will continue to attract consumers keen to spend their canine cash.
But it’s not all down to independent business owners to make our high streets dog friendly it is also down to responsible dog owners making sure that all that they leave behind is little wet paw prints and not little messes.
A study on the Health Benefits of Human-Animal Interactions by National Institutes of Health “Interacting with animals has been shown to decrease levels of cortisol (a stress-related hormone) and lower blood pressure. Other studies have found that animals can reduce loneliness, increase feelings of social support, and boost your mood.” This coupled with the positive impact on high street spending makes for a winning formula for any small business, life really is better with dogs.
If you want to find out more about how Expression supports independent business owners who love their customers and love their business, visit www.expressioninsurance.co.uk