In a new series, we talk to independent pet shop owners to share their experiences of the trade.
Within walking distance of Wetherby town centre, Discount Feeds was established in 2009 and taken over four years ago by Jo and Rob Sutton. Open to both the public and trade, the shop covers three units and aims to offer feeds at the most competitive prices, as well as stocking accessories for all types of animals including small animals, dogs, cats, wild birds, small holdings, and horses.
Here we spoke with Jo to find out about her “crazy quest of pet shop ownership” and how she is finding business…
Tell us about your shop
Jo says: “Discount Feeds is based in Wetherby, West Yorkshire and was established in 2009. Then in 2019, my husband Rob and I purchased the shop.
“We are primarily feed based, covering dogs, cats, small animal, reptile, horse, poultry, farm, and even fi shing baits. I have a BSc (Hons) Equine Science and Management, combined with 20 years of horse ownership for the equine side and in October 2022, I completed the iPet Level 3 diploma in Canine Nutrition. I found this a huge advantage for the shop as we can offer science led advice and stay very neutral — remembering the individual dog and owner are the most important focus! I believe that every bag of food has its place and tend to work with customers to resolve their issues. The local vets are now onboard and I do work with them quite a lot.
“We were finalists for PetQuip Retailer of the Year last year and have been finalists for BETA Retailer of the Year for the past three years.
“I was the dog groomer in the shop before we took over the reins here and it gave me a huge insight into the daily running. I often used to wonder about doing this or that — roll forwards four years and my ponderings could actually happen!”
What inspired you to become a pet shop owner?
Jo says: “The shop found me. I was the groomer for four years and then got that chance to buy it out — I immediately jumped at the chance! I have lived and worked around animals all of my life. Weirdly, it feels like all of my working past was very much geared to gathering the skills to have the shop. I enjoy every minute, even the harder times. I am really grateful to my long-suffering husband for his DIY Skills in the shop and supporting me in my crazy quest of pet shop ownership.”
How would you describe your typical customer?
Jo: “Honestly, we don’t have one. Every customer is different; we can go from supplying feed for horses going to compete abroad to a regular customer buying her weekly sunflower hearts, to a panic with a poorly dog that won’t eat or needs extra help. We are as close to the city as we are to the countryside which gives us a level of diversity and keeping us accessible to all is a constant thought.
“The products we stock are varied. I have always tried to stay true to the values of my own dog ownership (a 14 year-old retired Springer Spaniel called Purdy). We have a huge selection of treats, mainly natural, with the focus on good health. However, it’s retail so I do have to relent sometimes. We stock a range of dry, wet, cold pressed, and raw brands. They all stand on their own merits, and I try to accommodate everyone.”
What are your best-selling products?
Jo says: “Dog food and horse food are our best sellers. We do well with Canagan and Symply dog and cat food. I like how the brand operates and appreciates what we do for them. I am really appreciative of brand representatives in store. I like to stay in the loop, as such, and keep up to date with training, advances in the industry, and releases within the research world. Everyday is a learning day in this shop.”
Raw food is on the rise. How have you found it being a raw stockist?
Jo says: “We have stocked raw for over 10 years. We were loyal to Natures Menu until this year. I feel like they offered the retailer a good package, margin, product range, and the customer service in terms of if things went wrong was great.
“Recent changes meant we had to introduce a second brand so after a lot of research and meeting brands, we brought in Nutriment which has gone down really well. “I find stocking raw to be vital in terms of what we do, in terms of demand and also the nutritional side. I keep well stocked and if we foresee issues, I can hold more back stock so the customer remains unaware of any difficulties.”
How do you source your stock? Do you use wholesalers or go direct to manufacturers?
Jo says: “A nice and efficient mix of both — I find that we change how we buy depending on season and customer buying habits.”
How often do customers come to you for pet related advice?
Jo says: “Daily! I love meeting owners and their pets/ animals. It’s normally feed related but I have discussed behaviour, genetics, performance, and all manner of things (anal glands are a specialist subject!).”
How do you promote your shop?
Jo says: “We are the main sponsor of our local country show, which we all enjoy. We take the shop staff and enjoy a lovely day wandering around and lunch in the members’ tent.
“We have a long running advert on the local radio station — it’s been worth its weight in gold over the years. Our social media account is really quite active; we embrace interaction and engagement with customers.
“Word of mouth is by far the biggest promoter for the shop. I insist on good customer service. I want every customer to have the best impression of us and experience what our little team can do for them. This doesn’t always involve selling them something — there isn’t always a quick fi x to people’s questions.”
What would be your best piece of advice to other independent pet shop owners?
Jo says: “Decide what you want to be and don’t obsess over what everyone else is doing or saying. During Covid, we did the opposite of what everyone else did (unintentionally) and we kept flexible in our approach. This gave us a great mindset and much of that has stayed now.”
What do you mean by you did the opposite of everyone else during Covid?
Jo says: “So, when Covid hit, all the local suppliers reduced their opening hours and furloughed staff. We did the opposite; we gave the option of outside collection. We had three coloured pallets outside. People rang, placed the order, and let us know what time they would be passing so we scheduled which pallet their order would be on.
We also offered free local delivery. We organised private shopping slots for older/at risk people so they could come and get their supplies without seeing other customers instore. Initially, we reviewed our response weekly to ensure staff were comfortable and wanted to be here, luckily, the team pulled together and we smashed it!”
Visit www.discountfeeds.co.uk to find out more about the shop.