Competence in pets

Zona Mascotas currently operates four stores in the Madrid administrative region: Laganés, Torrejón de Ardoz, San Augustín de Guadalix, and Villaviciosa de Odon. Up to now the company was just one of the many small firms in Spain running pet supplies chains with a small number of outlets, limited in regional terms to larger cities or municipalities. Scarcely any of these have yet managed the transition to supraregional or even nationwide expansion. Referring to its expansion plans, Zona Mascotas in Madrid has now announced its intention to open “six new stores in the next three years – one every six months”. Cities and catchment areas of over 200 000 inhabitants in particular are expected to be taken into account in these plans. Shopping centres and shopping streets are indicated as preferred locations in the concept. To be able to implement the concept without having to make compromises, all stores are to be managed centrally: “We do not believe in the traditional concept of franchising. The franchisee could come to undermine our philosophy for several reasons: poor maintenance of stock levels, non-approved entry, lack of order, etc. Thus, we prefer to seek partners outside the sector to fit into our business philosophy,” says a spokeswoman for the company. Zona Mascotas aims to counter the competition in its own country primarily through excellent management, the implementation of next-generation tools, the creation of teams that share and enhance the company’s philosophy, continuous training of teams, the ability to adapt to new business environments and analysis of elements conducive to competitiveness. Focus on service The company has a clear idea of what it wants from its new outlets. Stores should be between 900 and 1 200 m² in size, with retail areas of around 700 m². In addition to the usual ranges of accessories and food products, they are also to include boutique and book departments. Overall the ranges should offer around 4 500 different products. The stores should also have their own veterinary practice as well as groom-ing studios for dogs and cats. As well as fish, small mammals, reptiles, birds etc., the range of pets for sale should include dogs and cats too. Zona Mascotas also attaches great importance to employing in each department staff especially trained to cover that particular topic. “Excellence in dealing with animals is one of the key points of our success,” the company states in summary. Download: Competence in pets (PDF file)