We’re witnessing a powerful shift in consumer behaviour. Pet owners are no longer just reacting to problems; they are actively seeking ways to keep their pets well. Proactive pet care is on the rise and natural health products are playing a significant part in this evolution. But for products like ours to fulfil their potential, one vital link must remain strong and informed: the retailer.
By Jo Boughton-White, Managing Director of Dorwest Herbs
Independent retailers
Retailers, independents particularly, are in a unique position. They are often the first port of call when a customer notices a minor pet health issue or wants to improve their pet’s well-being. In these moments, a knowledgeable, confident retailer can make all the difference. We all know from our own experience as consumers that trust and empathy are central to customer engagement, especially when our beloved pets are involved. And at Dorwest, as suppliers, we must ensure our retail partners are fully equipped to offer guidance, reassurance, and accurate information (if you’re a stockist who feels we could do more, please get in touch with me!)
Credit: Jo Boughton-White
One of the common misconceptions in our industry, and many others, is that great point-of-sale (POS) materials and attractive displays are all it takes to move product. Of course, well-designed visuals and signage help capture attention, but they only go so far. What truly builds customer confidence is good old-fashioned conversation. A recommendation from someone who understands the benefits of natural supplements, who can explain how and why they work, and who can offer reassurance on appropriate use, is far more powerful than any poster or stand. For us, it’s like gold dust.
At Dorwest, we believe supporting retailers must happen at the grassroots level. It’s not always about sending the shiniest marketing kit. Sometimes, it’s about picking up the phone, answering a question about a specific case, or providing clarity on dosage and suitability. We regularly receive calls from shop staff or independent stockists who want to double-check they’re offering the right advice to a customer. And we welcome it. This kind of interaction is not an interruption; it is a collaboration.
To help formalise this support, we launched our Dorwest ‘Get Trained’ correspondence scheme. It’s a quick and accessible way for retailers and their teams to get up to speed on our range, understand the principles of herbal and natural pet health, and feel confident discussing our products. It’s designed to fit around busy shop schedules because we understand the pace of retail life.
We’ve seen the difference this makes. Retailers who engage with the training and take time to understand the ethos behind natural health products build stronger customer relationships. When customers know that their local pet shop doesn’t just stock a product, but also understands it, loyalty grows. In today’s market, where competition is fierce and price comparison is just a click away, that loyalty is priceless.
Credit: Jo Boughton-White
Trade events
Another opportunity for retailers to strengthen their knowledge and network is at trade events like PATS. These shows allow independent pet retailers to meet the people behind the brands, to ask questions face-to-face, and to see the passion and values that drive companies like ours. PATS is not just about placing orders or picking up catalogues, it’s about connection. For us as a supplier, there’s no substitute for having a proper conversation with a retailer, hearing what their customers are asking for, and understanding the real challenges they face on the shop floor.
We always come away from PATS with new insights, new partnerships, and renewed enthusiasm for the work we do. We also see how much more engaged and confident our retail partners become after attending. They leave inspired, informed, and often full of ideas about how to present and promote natural health products more effectively in their stores.
It’s clear that the future of pet care is proactive, personalised and powered by natural solutions. But these products are only as effective as the advice that accompanies them. That’s why the role of the retailer is so crucial. With the right support, retailers can become champions of natural pet health, bridging the gap between expert formulation and everyday use.
So, my message to retailers is simple: don’t ever underestimate the value of your knowledge. Don’t be afraid to ask questions, to seek clarity, or to connect directly with suppliers. A supportive two-way conversation is something you should expect. And don’t overlook the power of your own influence. With a little training, a lot of curiosity, and the backing of responsive, supportive brands, you can make a huge difference to the well-being of the pets in your community.