In order to make a difference in a sector in which there is currently no organized distribution and which is highly fragmented, Kiwoko is committed to professionalization and a very careful business strategy both inside and outside the store as a sign of identity.
– An original brand. The creators of Masquepet wanted to create a brand that would move away from the typical names with the words ‘pet’, ‘zoo’, ‘fauna’… So they opted for a less descriptive and more evocative name like ‘Kiwoko’, transcription in characters word westerners “Hippo” in Swahili. In doing so, they wanted to reflect their spirit of innovation.
– Wide and studied assortment. “Our branches have a scientifically based product range definition. We want to cover all the needs of all pets. We work with six families of animals – dog, cat, rodent, reptile, fish and bird – and for each of them we have a line of products that includes both their food and habitat, – bird cages, kennels… – and health products, hygiene and accessories . This translates into more than 2,000 references per store. A facility that is managed less centrally has more difficulty achieving this consistency of assortment,” Osa points out. In addition, the chain pays particular attention to product rotation and the inclusion of novelties in order to make the visit to the store interesting. This is particularly evident in areas such as textiles, which make several collections a year.
– Shopping experience. “We opted for slightly larger stores and We strive to avoid nuisances such as smells“, he clarifies. This aspect also affects the creation of a positive brand image.
– “Navigation” in the store. “Our premises are divided into zones and colours. Red is for dogs, purple for cats… The most important purchase criterion for a customer is which animal he has. The user does not want to have to go through the entire shop catch the food on one side, the collar on the other, etc. We have “mini stores” in the stores‘ the finance director explains.
BY AND FOR THE CUSTOMER
– Expert advice. “We want to professionalize advice in retail. In our team we have a significant number of biologists and veterinarians and more than a dozen veterinary assistants. (quad bike). In addition, we complete their education by teaching between five and seven animal husbandry and counseling classes annually so they know how to provide this advised to buy. We place particular emphasis on lesser majority pets, as the majority usually have the vet as their primary advisor. People who have rodents, birds, reptiles or fish don’t go to the vet often, so we’re their number one port of call,” he says.
– “Kiwoko World”. Another initiative is the introduction of the Loyalty club ‘Mundo Kiwoko’, with which the company aims to offer benefits to its customers both inside and outside the store. As Osa explains, in-store perks are translated into “ Discounts that work through purchase couponsas well as exclusive offers for members“. But Kiwoko also wants to cater to the needs of partners that cannot be met in its centers and has a gradually growing partner network to do so. This results in discounts for your club members on services such as hotels for dogs, trainers, walkers, hairdressers, veterinary clinics, etc. On the other hand, Kiwoko offers training to its customers. For example, some courses on aquarophilia, animal feeding… were given last year.
– Presence in the network. At Kiwoko they are aware of two things: the importance of creating a community and the role of current social networks. The company representative reports that “ community in the animal world comes naturally. People who walk their dogs in the park meet other dog owners and even get to know each other by name. And there are tons of forums of all kinds on the web. We want to contribute by contributing our own community. One of the ways are networks like Facebook and Tuenti, where we are already present. It’s not just about building a community and giving their feedback, it also gives us a very direct interaction with customers. For example, we can ask what offers they prefer. It can also help ensure that everyone is better informed about the care and treatment of their animals.”