Austrian snacks are popular

Negative media coverage, for example regarding fighting dogs, is a concern for Andreas Popper, Commercial Councillor and Chairman of the Austrian Specialist Retailers’ Association within the Austrian Federal Economic Chamber (WKO). ‘This is being blown out of proportion and is doing our pet trade a world of harm.’ Popper believes the trade needs to take stronger countermeasures and focus on the positive effects of the human-animal relationship, for instance on social media.

Temu, Shein and the like are a huge problem for the trade. With all this over-regulation, Europe is effectively undermining itself. Austria, like Germany, has such high standards compared to everyone else that they hardly stand a chance of surviving in the globalised world, says Popper. Ralph Leitner, managing director of Dogsworld in Neufelden, did not see the situation quite so bleakly. ‘I don’t want to complain: our family business started 25 years ago and things have been on the up for 25 years.’ Admittedly, there is a lot of red tape with thousands of requirements, which is particularly difficult for small businesses, but the pet trade as an industry is still doing quite well, says Leitner. ‘Customers are willing to spend money if they receive proper advice and products.’

It helps that, as the general importer for Belcando in Austria, he represents a successful, high-quality brand. He also sets himself apart with handmade dog crates and tags, which no one else in the country offers, and, since last autumn, with a dog competence centre: this features training courses outdoors and in a sheltered hall – which was already fully booked over the winter – along with physiotherapy rooms, meeting rooms and a dog wash.

‘Austrian snacks go down very well here,’ says Saeed Rafatipour, manager of Das Futterhaus in Asten. The same applies to frozen goods, bedding and hay from the region. For cats, Leonardo is his best brand, ‘and the margin is right too,’ he admits. ‘Lucky Lou from Pets Nature sells very quickly and doesn’t sit on the shelves for three weeks – that’s good for us retailers.’

Rafatipour admits that the overall retail situation is somewhat bleak. ‘But our sector is still doing relatively well.‘ Nevertheless, he has recently added a post office to his premises, hoping it will attract more footfall.

The Fressnapf Future Store on Johann-Wilhelm-Klein-Straße in Linz serves a large catchment area, reports District Manager Erdmuthe Meyhöfer. As a result, many regular customers visit the branch, which opened 16 years ago. ‘You can see how the children are growing up. They don’t just pop in, grab their products and say goodbye.’ The discounts and promotions offered online are in high demand here. Click & Collect is used extensively, ‘yet there is still plenty of in-store advice.’ Some also have their purchases delivered straight to their homes.

Regional products such as hay and chew toys are also selling well here, she adds. The wild bird range has now become important all year round, and is no longer just for urban customers but also for those in rural areas. ‘It feels like one in three people has a birdhouse on their balcony.’

Furthermore, says Meyhöfer, quality is now highly valued; that has changed over the years. ‘You can see that in the advice we give too; customers are simply better informed than they used to be.’ For this reason, too, staff must be properly trained, both in general and current topics.

Zoo Schiemel is a second-generation, independent pet shop in Pinsdorf offering a full range of products. Owner Monika Maringer took over the business from her parents and, across 300 m², stocks products from over 40 suppliers alongside a large live animal section: featuring not only birds and rodents, but also an extensive terrarium and aquarium section. Snakes, lizards, spiders and praying mantises are no longer seen very often in specialist pet shops.

Since May, Maringer has had own-brand dog and cat food in her range. ‘That’s going well.’ When it comes to wild bird feed, the retailer sells ‘half a tonne every two to three weeks, from Welzhofer and her own brand.’

The trust customers place in Maringer and her staff makes a big difference here. For example, when it comes to dog coats – particularly in peak season – as well as muzzles and harnesses, customers receive detailed advice and are able to try items on; appointments are even available after closing time for this purpose.

Thomas Perkmann from the Animal Centre in Linz survives as a small independent shop right next to a Fressnapf solely ‘because I stock only products I stand behind one hundred per cent – that’s what brings the customers in.’ This has helped him build up a high proportion of regular customers. Other unique selling points include his high-quality own-brand products, his focus on a single brand of dog food, Belcando, and the year-round availability of wild bird feed. ‘That’s now placed right at the front by the till.’