Experiential retail is all about creating memorable, positive in-store experiences that lead to sales and repeat business. I’ve visited many stores over the years and rarely remember the names of the owners or salespeople. What sticks in my memory? The animals.
There was Remy, the Labrador at an upscale consignment shop; Lucky, a lab mix at a flooring store; Red, the parrot at a garden center; Marmalade, the orange tabby at a gift shop; and most recently, Horace, a surprisingly charming tortoise at a local pet store.
Well-behaved pets can enhance a retail space, including hot tub stores. Most of these showrooms feature easy-to-clean surfaces, and if you carry outdoor furniture, you already have ready-made (and wipeable) perches for visiting cats and dogs. Of course, not everyone loves animals. At a flooring store last week, I peeked into the office for help and there was Lucky, a big black dog. His owner immediately opened his crate, he went into it calmly and she asked if I was OK with the dog’s presence before she let him out. He was a friendly guy, and lucky for Lucky, I love dogs. But I appreciated how considerate she was. That’s the key. A pet-friendly showroom can be a delight — or a disaster. It all depends on the animal’s behavior.
I once consulted for a woman who brought her Chihuahua, Kokopelli, into her clothing store every day. He hated strangers and would bark furiously at each new customer for longer than seemed sane. Sales were not great, but there was a simple fix — leave the dog at home with a sitter. Once she did, her immediate increase in sales made that dog sitter affordable.
On the flip side, animals can be attractions. I enjoyed going to a local garden center years ago in Westport, Connecticut, mainly to see a talkative parrot at the front of the shop. Parents often brought their children to see the bird, and it was an outing that included good sales for the owner.
Not all parrots are so polite. A different one in a Southern California shopping center had a very colorful vocabulary. His large cage was right outside the shop, and before I went in, I watched a man with his wife and two kids ignore the (many) signs on the parrot’s cage that said, “Don’t speak loudly or yell at the parrot.” Of course, he yelled at the bird who cooly turned to him and said “[Expletive] you, buddy!” His wife and children almost fell on the ground laughing, as did I. Apparently, this bird was famous for his “spicy” language, and he was an attraction of a different type.
At Critter Cabana in Newberg, Oregon, Kermit the tortoise takes walks around the top floor. He’s slow but persistent and gets his steps in daily. I became a customer on the spot when I saw how sweetly the staff and customers reacted to him. The store has three other tortoises who roam the aisles. None bite, and they’re surprisingly personable.
Tilde, a beloved gift shop in Portland, adopted a street cat who had claimed a chair in the back room. When customers saw him, they smiled and asked lots of questions. When they returned, often they’d remember the cat’s name but not the owner’s. Cats, with their tendency to nap through the day, can be great shop companions — if they like people.
If the idea of a furry or feathered greeter in your store appeals to you, talk to your staff first. An NIH study on dog-friendly workplaces found three criteria necessary for success:
- Job autonomy: Employees must be able to take breaks to manage their pet — or step away from someone else’s.
- Respectful communication: Everyone should feel comfortable voicing concerns.
- Trial-and-error mindset: You may need to adjust your plan as you go.
Springing a pet on employees without discussion can feel inconsiderate or even abusive — especially for those with allergies. Separation may be a solution, but it has to be respected, not overridden because it’s inconvenient.
Before bringing a pet to your store:
- Plan for potty breaks, food and water.
- Secure dangerous areas. Many spa stores stock chemicals — these must be kept off-limits to animals.
- Watch for escape routes. A cracked door to the parking lot is a guaranteed adventure for a curious pet.
- Containment matters. Use crates, gates or other methods to keep pets in place when needed.
- Clean often. Pets shed. Keep floors and displays tidy to maintain hygiene.
- Mind liability. A dog sprawled across an aisle could cause a fall.
Despite the risks, the upsides can be big. Research from the Human Animal Bond Research Institute found 88% of employees in pet-friendly workplaces said they plan to stay at their job for the next year, compared to 73% in non-pet-friendly work environments.
And a Harvard Business Review study found in-office pets promote collaboration. Workers described pet-friendly offices as places where communication flowed more freely, and coworker relationships were stronger.
More workplaces are opening their doors to companion animals — and hot tub retailers could join them. I’ve yet to meet a dog, cat, bird or tortoise in a spa store, but I know I’d be delighted. That shop would stand out in my memory as the one with the sweet animal.
If you have a pet at your spa store, send us a photo. editorial@kendrickcontent.com