The Pet Project

Some store owners have partnered with their pets to bring something extra to their stores.

At first, I thought this curly old man of a dog must belong to a customer, but then I saw his comfy bed in the corner and noted his calm familiarity with the store. Clearly he belonged to this place. His cold nose bumped my hand—an invitation for petting had been issued, and I was more than happy to oblige.

Stories like these are growing increasingly common as many retail store owners begin to see the benefits of bringing their pets to work. Dogs, cats, even birds and other animals are taking up residence in retail shops, bringing with them both blessings and challenges.

Blessings and challenges—indeed, there are two sides to this coin. On one hand, animals are a nearly universal magnetic force. Many retailers have customers who come in exclusively to see their pet. Retailers often successfully feature their store “mascot” in advertising or blogs. On the other hand, keeping animals on-site presents practical considerations ranging from customer allergies to taking care of a pet’s needs during a hectic business day. Yes, animals can help engender a warm customer experience, but retail is still a business where buying and selling must be the primary focus. Balance—and education—are important keys to successfully blending pets and profit.

Animal magnetism

Many employers are jumping on the “pet-friendly workplace” bandwagon, allowing their employees to bring dogs and, less commonly, other animals to the office. A recent national sur­vey by the American Pet Products Association (APPA, www.americanpetproducts.org) showed that 73% of employers with a pet-friendly policy experienced greater productivity and 27% saw reduced absenteeism.

An undeniable bond exists between humans and their pets, a symbiotic relationship that has been shown to reduce stress, lower blood pressure, improve health, and foster a greater sense of well-being for pet owners. According to the 2007−2008 National Pet Owners Survey, also sponsored by the APPA, 63% of U.S. households own pets of one kind or another. Pet owners adore their pets to the tune of about $43 billion spent in the U.S. pet industry in 2008. That’s a lot of love—and no small thing when you consider that many of these people are your customers.

“Let’s just say that human beings are wired to pay attention to animals,” says Stephanie LaFarge, Ph.D., senior director of counseling services for the ASPCA (American Society for the Prevention of Cruelty to Animals, www.aspca.org) at the Animal Poison Control Center in Urbana, Ill., and an expert in both human and animal psychology. “We evolved in the presence of animals. Now, as our lives become increasingly removed from nature, we seek contact with things that re­mind us of nature. And our companion animals [represent that] for the vast majority of people who live in cities, anyway. So we have come to treasure the animal as a connection to the bigger ‘web of life.’”

Cautionary tails

So, should store owners make every day “bring your pet to work” day? Not necessarily. Keeping a pet in a retail store presents some real challenges. First and foremost is protect­ing the health, safety, and welfare of the animal and your customers.

“The risks to the animal are that the owner may not know well enough the signs of stress in the animal,” explains LaFarge, who, in addition to working with the ASPCA, also sits on the board of trustees of the Delta Society (www.deltasociety.org), a national nonprofit organization sponsor­ing animal-assisted therapy programs and education across the U.S. “You always have to be aware that you think you know your animal, but there may be things that will cause your animal to try either to flee or lash out or in some way be very stressed.

“What you want to watch for in the dog is that when he’s confronted with something he’s uncomfortable with, he backs away, or gets away. He removes himself. That’s the ideal solution,” LaFarge explains. Cats, she says, naturally do this, but dogs will often try to stay in the situation and cope with the stress. When enough stress builds and the dog sees no other way out, he may growl or even snap in retaliation. Most dogs, though, will warn you with stress signals, and it’s impor­tant to be able to recognize their body language when these signs appear. (For a list of common stress signals in dogs, see page 22).

Dogs must have a place to es­cape—a back room, a doggy door going out to a fenced area out­side—where they won’t be bothered by anyone. This can be difficult in small shops where space is limited.

Planning ahead for the comfort of your animal is very important. Be­sides food and water, several walks throughout the day for exercise and potty breaks are essential. Forcing any animal to remain inside for long stretches of time without a litter box or a stroll around the fire hydrant can result in messes that give new meaning to the phrase “cleanup on aisle two.”

Another big consideration for store owners is the pet’s personality and training. His reaction to stress is important, but so are his friendliness level and good manners, particularly with those he’s meeting for the first time. Proper socialization with a wide variety of people and other pets is critical to keeping your pet happy and your store a friendly, welcoming place for customers. For dogs, basic obedience trainingand commands like sit, stay, come, and down should be learned early and practiced often to keep them on their best behavior.

A winning personality is what has made Binks, a poodle-bichon frisé mix, such an asset to Danielle Moss’s store, Spirit Journey (www.spiritjourney.com), in Issaquah, Wash. “At two years old, she’s unusual,” Moss says. “Very calm. Honestly, she would rather be on your lap than outside playing. And she is a blessing for moth­ers with children. They are more interested in Binks than wander­ing the store and touching. Mine is a small store, so kids are always in view by their parents. Mom and Dad can do some shopping and the kids are occupied safely. This means more sales for me—and Binks loves the attention.”

LaFarge strongly recommends that before store owners decide to bring their pets to work, they should consider completing an animal-assisted therapy program, which involves evaluation and education of both the animal and the owner, preparing them to be a team that can go into hospitals, schools, and other venues to pro­vide help, support, education, and companionship to the community. The Delta Society’s Pet Partners program can be completed either by attending one of the 12-hour workshops located throughout the U.S. or by completing a home-study course. More information about this excellent program is available at the Delta Society’s website: www.deltasociety.org.

Really, I love cats … a-choo!

Keeping your pet happy is one thing. Your customers are another matter. Some people may have al­lergies—or even a fear of animals. So it’s important that customers be aware of the animal in residence before encountering him or her.

A simple way to provide advance notice to customers is to post a sign on or just inside the front door, immediately visible to those who enter, that states a dog, cat, bird, or other animal is in the store. You can even make the sign fun and playful, showing a photo of your “Customer Service Kitty” or “Puppy Patrolman.” This gives customers—particularly newcomers—a chance to decide if communing with kitty or canine is a good idea for them.

Keeping your pet confined to a designated area by enclosing a space with removable gates may be a good way to go, depend­ing on the configuration of your store. It allows customers who are allergic or have a fear or dislike of animals the option of interacting … or not. Just be sure the pet has access to an escape route. Tethering dogs on a lead, for example, is not a good idea because it doesn’t allow for escape and tends to make the pet more defensive.

Allergies aren’t the only concern or potential liability, says Florida attorney John Dennison, who is part of the New Age community himself (www.peaceoptions.com). He understands the impulse to want to bring a pet with you to work, but he cautions there are legal risks involved in such a move, ranging from customers tripping over an animal to possible injury from a bite or scratch.

“Legally, every state has its own laws regarding li­ability for a pet. Some states have absolute liability for bites or injuries they cause. Others require some prior act to establish notice, like a first bite,” he says. “Busi­ness liability policies may not cover injuries caused by pets. When in doubt, get the full policy and any riders or addenda and take it all to an experienced attorney. Also be sure to take homeowners and umbrella policies with you, as well.”

In addition, store owners should consider potential risks to property, especially if you’re renting or leas­ing the space. “Even fish tanks can be a problem if one breaks and the water floods the store or seeps over into a neighboring unit,” Dennison says. “Check your lease. It may prohibit pets on the premises. Moreover, exclusive use may prohibit anything that is not specifically within the operation of a typical store. When in doubt, get the consent of your landlord.”

Good business or three-ring circus?

While your reasons for wanting to bring your pet to work may be emotional, your decision is, by default, a business decision. Having animals present and interacting with customers will have a profound impact on your business, whether that’s your intent or not.

LaFarge sees people’s reactions to animals, both posi­tive and negative, as potentially affecting your business. On the positive side, the animal may draw attention, but is the customer buying more as a result, or is she distracted from your merchandise? Are you distracted by your pet, and are customers monopolizing your and your staff’s time with stories about their own pets? Many people love animals, LaFarge says, but not everyone. And even those who do may feel uncomfortable seeing one in an unexpected place like a retail store.

LaFarge urges owners who try bringing their pets into their store to keep careful records and note any changes in their business numbers—more sales, fewer transac­tions, more traffic, less productivity among staff, more customer complaints. It’s easy to notice all the people who respond positively to your pet (the cooing and petting are dead giveaways), but not as easy to gauge the number of customers who walked out or didn’t buy because they were distracted or didn’t like having the animal around.

She suggests starting slowly, for the sake of all concerned. “Start very small. One day a week for one hour, and then build up,” she says. “Have somebody able to take the dog home or cover for you, because dogs get overstimulated and worn out, just the way people do.” This also gives you a chance to decide whether having your best friend by your side is worth all the trouble, both to you and your business.

Puppy love

Bringing pets into your store is not the only way to tap into cus­tomers’ love of animals. “There are a lot of ways that you could bring the dog issue into your environment without necessarily always having to bring the dog,” says LaFarge, who offers one possibility: a pet loss workshop. Many people suffer terrible grief when they lose a beloved pet, and they could use the support and positive stories of others who have been through the same experience.

And if you do decide to put a pet on the payroll, get the most out of the extra effort it will require. “Make it your partner,” La­Farge says. “Set up features in the store that stress the animal’s contribution to the overall psychic well-being. Highlight it as an extra perk in your store.”

Also consider creating a pet corner or display that regularly features the latest animal books, art, and other related products (for more pet product ideas, see Royce Morales’ article “Petpourri” on page 26). Name the space after your pet: “Kallie’s K-9 Korner” or “Payton’s Purrfect Picks.” When customers show an interest in your pet or start telling you their own pet stories, ask them if they have checked out the display. Chances are, if they are interested in animals, they are interested in animal merchandise.

Ultimately, the decision to bring pets into your store is a risk-benefit decision. Yes, there are some challenges—legal, practi­cal, and stress-related challenges. But there are easily as many benefits, if you and your animal are educated, prepared, and well-suited to the arrangement.

Knowing the stress signals your dog is sending can mean the difference between a quiet, polite retreat into the safety of a back room or a feisty confrontation between dog and customer on the sales floor. According to Stephanie LaFarge, Ph.D., senior director of the ASP­CA’s counseling services, below are some common stress signals our canine companions may show. When you see these signs, it’s important to give your dog a break from human interaction. Escort him home, to a break room, or someplace where he won’t be bothered by anyone.

1. Lip-licking

Dogs lick their lips occasionally, but if you see a lot of it in your dog, particularly when interacting with strangers, chances are he’s feeling stressed.

2. Panting

Panting when it’s not warranted by heat or activity is a stress behavior and a sign that your pooch needs a break from stimu­lation.

3. Shedding

It’s surprising but true that dogs shed much more when they’re stressed. LaFarge says if you run your hand down your dog’s back and pick up more fur than usual, he’s probably feeling anxious.

4. Sweaty paws

Just like humans, dogs sweat more when they’re under pressure. “If a dog is very stressed, he will sweat through the pads of his feet, and you’ll get little wet pad marks. It’s just like seeing someone at a party with sweat marks under their arms,” LaFarge says.

5. Refusing treats

When a dog won’t take a treat that he or she normally goes ga-ga over, that’s a bad sign, says LaFarge.

6. Backing away

You may want Fido to greet Mrs. Jones, but Fido may have other ideas. His method of letting you know is backing away or hiding behind you. Listen to his signal, even if that’s a tough thing to do. Never try to force an interaction.

7. Muscle tension, lip curling, and other extreme signs

If your dog gets to the point where he is visibly bristling, growling, showing the whites of his eyes, or curling his lips, the situation has reached critical mass—take the dog to a safe place imme­diately. Fortunately, most dogs will give signals one through six before reaching this point, which is why it’s so important to heed those signs when they occur.

Create a Pawsitive Pet Experience

If you’re thinking you’d like to bring a pet into your store, here’s a quick list of steps to take to ensure success for your pet, yourself, and your business:

Get educated: Consider completing an animal assisted therapy program such as the one offered by the Delta Society (www.deltasociety.org).

Check the legalities: You may run into legal is­sues, so talk to your lawyer and landlord ahead of time; read through your liability insurance policy and consider buying additional pet insurance.

Prepare your space: Ensure your animal has a place to escape away from the stimulation of a store. If you’re going to confine the animal to a limited area, set that up before ever bringing the pet to make sure it will work.

Ask your staff: This seems obvious, but if you have employees, it’s important to consider their allergies and preferences beforehand.

Set the stage for success: Make a friendly wel­come sign featuring your pet to alert customers to his or her presence. Consider putting out a bowl of low-calorie treats so customers can feed your pet. Provide water at all times, but for dogs especially, it’s better not to have food, toys, or bones constantly available, as it can create pos­sessive behavior that can lead to aggression.

Start slowly: In the beginning, bring the pet for brief intervals, an hour or two once or twice a week, to test the waters and ensure everyone is happy with the arrangement—especially your pet.