Rupert Bridges:  The two important areas I’m going to cover in this piece are customer service; and education and training.  As you’ll be well aware retailing is much more than just about selling products, so taking a holistic approach to your business, and customers, is essential.  Fishkeeping should be seen as a process, not a one-off sale.  Hobbyists tend to continue until they become disappointed; say because of algae problems, or when they find it too much like hard work.  It’s at this point that they will often drop out unless the retailer can step in and help them gain positively from the experience.   This is a great opportunity for aquatics retailers, with the support of manufacturers, to really help.

First, let’s consider customer service - two simple words that hold such a lot of potential!  The importance of customer service should never be underestimated, but for any retailer selling livestock it is a vital part of the support you need to offer customers, but it can be a difficult balance to get right.  No one wants to sell livestock to someone who hasn’t carefully considered what they are doing and, by law; retailers now have a responsibility to make sure that anyone purchasing livestock is equipped with a reasonable about of information about how to care for them. 

Aquatics are clearly different to larger animals, such as cats, dogs and rabbits, in that if something goes wrong the pet owner won’t head for the vets.  They therefore need to feel welcome and encouraged to come back to you.  Positive encouragement, in a responsible way, is essential at all times, and if you have a customer just starting off with aquatics, then this is a chance to start building a strong relationship.  Even if the customer has already bought the livestock elsewhere, this is your chance to help and support them, to get the best from their hobby.  Recommending the right products and helping them understand how to use them is going to be essential at this point.  If you recommend products that don’t work, you’ll either lose your customer to another retailer or they’ll drop out of the hobby for good.  Selling cheap products or those that provide you with the biggest margin usually isn’t the answer, and not the behaviour of an expert!  Its quality that you’re looking for and that usually has to be paid for so find out as much as your can about your suppliers and the quality of their products.  Remember also that you don’t have to trust what the product says on the pack.  Speak directly to the manufacturer and find out what research they have done into the product.  This way you will know how and why a product works – new knowledge you can pass onto your customers.  Relying on products that are simply supported by strong promotions isn’t enough.  Make sure they have the background credentials to support ongoing sales; otherwise you and your customers could be disappointed.

Starter packs and kits can be a great help for new fishkeepers, as they provide them with all they need to get going, and allow you to cross-sell items.  They should also have information sheets or details of websites where they can get information on what to do; why the products are important; and how they work.  Giving the customer information to go home with will make a big difference to their ability to absorb what you’ve told them in-store; giving them something to refer back to.  Ask your suppliers for information sheets if you don’t already have them.  Check lists and cards where hobbyists can keep a check on what they’ve done and when can not only help them keep a track of what they do but will also engage them more fully in the process.  It also means that your customers can bring their log back into your store so you can see what has happened and help them solve problems, or move to the next stage.  Most importantly, make sure you are part of this process not just the supplier of products. 

For the more experienced fishkeeper more advanced expertise is important.  It may be that they would find a specific course beneficial.  Sparsholt College runs regular courses for fishkeepers and retailers on fish biology and water quality, so advising your experienced customers on the options will build your own credibility.  In fact, making sure that you and your staff are well trained in these areas is also important so find out more about what’s available from all the colleges offering courses; then you can make recommendations with knowledge and confidence.  Some of the courses are available through distance learning which allows for more flexibility.  Being equipped with this kind of training will make all the difference to the credibility of your shop and the confidence your customers have in you.  In this day and age our problem is usually too much information rather than a lack of it so make sure you make the most of what’s available and work with the manufacturers and your suppliers to make the most of their own expertise.

For further information go to:  www.sparsholt.ac.uk