BAPIA
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John Bowler has been part of the party industry for more years than he cares to remember! John currently runs the Balloon And Party Industry Alliance (or BAPIA) and can be contacted on info@bapiaonline.com
HOW MUCH IS THAT DOGGIE IN THE WINDOW? There are always new way to draw in customers and increase sales. In his latest column John Bowler extolls the virtues of the four-legged friend...
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re you looking for ways to encourage customers into your shop, getting them to stay a little longer and spend a little more? Well if you are a dog owner the answer may be right in front of you, or more precisely in the dog basket! I consider myself very fortunate that I have a lovely pet dog and I love the fact that he is able to be with me when I am working. I also know that when I visit a local shop where they have a dog it somehow makes me feel a little more welcome and the shop a little more friendly. So, it really came as no great surprise when I read the following article by Fred Heritage on business website www.businessadvice.co.uk, regarding shop owners and their pet dogs. It’s worth remembering that even some large companies, such as White Stuff, actively encourage their head office staff to take their dog to work with them. So, it is worth remembering that if you have a friendly pooch, you don’t have leave them at home. Take them to the shop with you and let them work for you, whether it’s as a welcoming waggy tail or part of your Instagram campaign!”
“For the owners of Britain’s small shops, having a pet in-store to greet customers can provide a surprising boost to business, new research has revealed. Across the UK, independent retail owners who have pets in their shop receive a total annual income boost of around £59.7m on average, shows research from American Express. The draw of pets is so irresistible that over a third of British shoppers are more likely to visit a small store if it has a pet. Meanwhile, 30% claim that a shop that has a pet persuades them to linger in-store for an extra 13 minutes. The research found that 32% of shoppers are more inclined to take time to talk to staff at small shops that have pets, while the likelihood of shoppers mentioning a store on social media increases by 22% in the presence of a pet dog or cat. Most importantly for retailers, socalled ‘animal attraction’ encourages shopper spending. Over eight million
What Is BAPIA? The Balloon And Party Industry Alliance, or BAPIA as it’s more commonly known, is designed to work for the party industry to promote the benefits of using industry professionals and to bring significant benefits to our members. BAPIA is a member of the European Balloon and Party Council (EBPC) and keeps members updated on the latest news, including the most recent initiative – the Code Of Best Practice for balloon retailers and professionals. You can read more about this in BAPIA’s latest quarterly newsletter. Mailed directly to members, John is happy to send a copy of the latest edition to interested parties – simply email him at info@bapiaonline.com.
Left: Customers are more inclined to linger if there’s a shop dog to draw their attention. Below: Man’s best friend can finally earn his keep.
consumers said they’d be more likely to spend an average of £6.86 when there’s a pet on the shop floor. “The presence of a dog can be a great ice breaker for tentative browsers and can even entice new customers through the front door,” said director at American Express, Nikki Edelman. “It might seem unconventional but it appears that business owners who bring their pets to work have the perfect company asset.” One shop owner who attested to the retail power of her pet dog is Aimee Madill, owner of Phlox Books, an independent book shop in Leyton, London. According to Madill, her French bulldog Huxley has become an essential part of her small business marketing strategy, and is well known to local customers thanks to regular social media appearances. “I opened the bookshop and bar about six months ago, and it has been a real joy to be able to bring Huxley to work with me,” explained Madill. “Having Huxley around gives the shop such a homely feel and people love to come in, sit with a book and a coffee whilst he gets on with his daily work of running a business. “He’s becoming a bit of a local celebrity in the area, as he often sits by the window and people can’t resist taking a photo, or popping in to say hello and have a browse – always a very good thing for a small business!”
JANUARY/FEBRUARY 2018 PROGRESSIVE PARTY
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