The cat's out of the bag
and delivering the inside scoop on pet retail's favorite show.
August
20-22
2019
Education August 19-21
Mandalay Bay
Las Vegas, NV, USA

Be a Savvy Shopper

There’s something for every pet retailer in SuperZoo’s powerful lineup of education sessions. Customize your retail education by choosing seminars that will make the greatest difference for your business—topics include store design and merchandising, using social media effectively, managing and training your staff, marketing tactics, streamlining your operation and much more.

Retail Seminars $19*
1 Day Pass $49
2 Day Pass $78
3 Day Pass $99
* Monday Boot Camp is $80 and Plan Now to Profit at SuperZoo 2016 is FREE.

Monday

1:00pm-5:00pm
Retail Training Boot Camp
The Tools your Staff Needs to Succeed
Presented by Lynn Switanowski
Islander Ballroom A
Did you know it can cost your pet store up to 10x times more to find a new customer than it does to retain an existing one? For most pet businesses, finding the way to keep the customers you already have while finding ways and means to woo new ones can mean more sales for years to come. So how do your teach your staff to court and woo these critically important groups of customers?
Attend this ½ day session and we’ll help you and your team learn how to calculate the true value of a repeat customer and how to build referrals for the always important new customers your business needs to succeed.
This boot-camp will help you and your staff focus on finding more ways to engage and influence customer decision making, while setting up the means to build a long term relationship with each and every customer, not just on getting them to buy one time!
Session attendees will also learn how to build strong relationships that will have your customers raving about your business every chance they get!
We will begin with building understanding about what your sales team can do for your business and learn how an untrained and unmotivated staff can do to harm to your business. We’ll also teach attendees the value of salesmanship and suggest ways to help your team to prepare the store for everyday selling success.
Next we’ll focus on building customer relationships that last and teach you and your team skills to help uncover your customers’ lifestyle choices that affect their purchasing decisions on a daily basis. By understanding what motivates shoppers today, your sales team can do a better job engaging with them and ultimately build a strong sales relationship with them.
Attendees will walk away with tips and tactics they need to help convert todays’ well educated and mobile connected shopper to close the sale and learn how to overcome objections and stalls in the distracted retail environment that exists today. We’ll end the session with tactics that you and your sales team can use for customers who may be using your time to then go shop on the internet!

1:00pm-2:00pm
3 Ways to Gain Exposure on Facebook (Entry Level)
Presented by Crystal Vilkaitis
Islander Ballroom B
You’re all set up on Facebook and using it to engage with your customers, but are they seeing the posts you publish? Chances are only 1-6% are. Facebook is changing at what feels like lightning speeds and in order to get the most out of your efforts, and to even get your posts seen by fans, you’ve got to follow best practices and you need to pay for it. During this seminar you’ll learn how to instantly increase fans through free and paid platforms, walking away with strategies you can implement right after the seminar.

2:30pm-3:30pm
Facebook Strategies: Using Facebook Ads (Advanced Level)
Presented by Crystal Vilkaitis
Islander Ballroom B
During this seminar you’ll learn the 7 strategies for success with Facebook ads (which will also help boost your other social media efforts), the best ad types to help you meet your goals, how to target your ads like a pro, the basics of effective ad copy and ad image best practices. You’ll leave this seminar knowing which ads are right for your store and how to increase your Facebook results while saving time and money.

How to Handle Conflict with a Customer
Presented by Tammy Bond
Islander Ballroom C
Dealing with difficult customers can be challenging. But if you handle the situation well, you may even be able to improve your relationship, and create further opportunities. Many of us get to deal with angry or unhappy clients as part of our roles, and it’s never easy. But if we know what to say and, more importantly, how to say it, we may be able to save the situation and the customer. In fact, we can even end up with a better relationship with our client than we had before. In this workshop we’ll explore how to deal with angry or difficult customers. We’ll highlight specific tips and techniques that you can use to smooth things over, so that you can leave them feeling more than satisfied. You will leave them wanting to remain as your customer. Together we will explore the specific steps to take to ensure that you have greater understanding and new tools to use with your daily customer interactions. You will learn how to handle a conflict moment and keep it from escalating into a crisis.

4:00pm-5:00pm
Shelf Stars 2016: Rolling Out the Red Carpet for Retail Success
Presented by Maria Lange
Islander Ballroom B
In pet retail, being a runner-up in sales and profits is just not good enough. Businesses large and small want to win the grand prize at the cash register – the Oscar for Income, the Golden Globe for Profits. But as in Hollywood, your financial “performance” is only as good as the key players in your picture – the leading actors and actresses who make a big impression with consumers and deliver in a major way at the “box office.” Using data from GfK’s point-of-sale panel representing over 11,000 pet specialty retail outlets in the US, Lange will look at the latest trends to help you understand which products and categories will help you elevate your game in 2016. Should grain-free, raw, or freeze-dried be the lead in your cast? Are treats in the A-list now, or still just supporting performers? Roll out the red carpet for smarter business decisions in 2016.

4:00pm-5:00pm
Staffing: Recruit them Right and Retain them Forever
Presented by Lori Kleiman
Islander Ballroom C
You lose a key member of your team, and the first thing you do is rush to find a body to fill the position.  Recruiting is one of the most important functions of your business; don’t treat it as an administrative function.  In this session we will looks at ways to create a never ending candidate pipeline, interviewing techniques for successful selection and evaluation methods that can ensure success.  And explore the easiest recruiting method of all…retention of your top talent.  Resources will be provided to allow you to implement new recruitment policies to grow your business.

5:30pm-6:00pm
Plan Now to Profit at SuperZoo 2016
Presented by Lynn Switanowski
Islander Ballroom A
Want to make your pet business the best it can be? Then make a PLAN to spend 30 minutes at this seminar and learn how to PLAN to PROFIT for your Pet Business at SuperZoo 2016. SuperZoo is focused on helping you get MORE of everything you need for your pet business to succeed in 2016. Attend this session before the show and learn more about how to maximize your time atthe show:
• Learn where booth space has been added to showcase more products for your pet business– and how to shop the neighborhoods to meet your needs
• Learn where and when seminars will take place to learn and improve your store performance
• Learn about the expanded functionality of the SuperZoo app to help improve your time and scheduling during the show
• And learn about MORE ways to network with industry experts and peers
This FREE session is your guide to maximizing the SuperZoo experience. Join one of the sessions and PLAN to PROFIT at SuperZoo 2016

Tuesday

10:00am-11:30am
Better Pet Sales and Merchandising through Category Analytics and Shopper Insights
Presented by Michael Johnson
Islander Ballroom A
In retail, your selling space is one of your key assets – are you doing everything you can to maximize sales and profit within this finite and valuable resource? Make sure you have the right tools to succeed! In this fun and informative session we will examine several category trends and benchmarks, and then look at examples of retail analyses and metrics you can employ to ensure that you are attracting the key shoppers in your area and satisfying their needs; that your shelf space is allocated effectively among categories; and that your product assortment is shopper-centric, optimized and productive. Be prepared to take an analytical approach to your business – join us to learn how the right information makes all the difference!

The Expert in the Aisle: Easy Steps for Becoming an In-House Authority on Nutrition
Presented by Micah Kohles DVM
Islander Ballroom B
Food options for dogs, cats, and small animals often look the same, carrying similar health and nutrition claims, but looks can be deceiving. Join Dr. Micah Kohles of Oxbow Animal Health as he discusses the unique nutritional needs of dogs, cats and small herbivores, how to see through the marketing smokescreen, and how an educated, appropriate nutritional recommendation is the single most important guidance you can provide to your customers

2016 Pet Retail Performance Report: Identify Profit Opportunities
Presented by Michael Becher
Islander Ballroom C
This session will identify a number of key trends and key metrics that consistently lead to superior performance in the pet retail industry. Citing results from the 2016 WPA Retail Operating Performance Report, an analysis of the “industry profit leader group of companies” will be presented, with an emphasis on what we have learned from these “industry winners”. In addition, a discussion will be included that focuses on the competitive advantage of information and how to best use and apply “industry benchmarks” in order to identify profit improvement opportunities in your own company.

11:30am-12:30pm
Behavior and Welfare Considerations for Retiring and Rehoming Breeding Dogs
Presented by Candace Croney
Islander Ballroom C
This session will review key factors, including the early learning, behavioral history and previous rearing environments that should be considered in any rehoming or retirement program associated with breeding dogs.  Implications for positive and negative dog well-being will be reviewed.

1:30pm-2:30pm
Retail Ready-Part 1
What Does it Mean to be Retail Ready in 2016
Presented by Lynn Switanowski
Islander Ballroom A
What will it take to make your Pet Business Successful for 2016 and beyond? In this 2 session series, we will dive deeper into key retail trends that are or will be affecting retail as we know it. CBCG will break down the big business and marketing ideas that will affect your pet business and translate them into topic driven sessions to provide you with actionable ideas for your business.
Retail Ready Session 1: What does it mean to be Retail-Ready?
We all know that retail is changing, but the question is how is your Retail business preparing for it today? Join us for this very important session as we discuss the key trends in the world of changing retail today and how your company, can and must, evaluate, assess and ultimately decide to implement key critical new processes and programs in order to stay ahead of your competitors, and provide a better shopping experience for your customers. In this session, we’ll discuss what is happening in the world of retail and what your sales organization must do (and share with the retailers you sell to) to connect with customers in 2016 and beyond.

3 Ways to Gain Exposure on Facebook (Entry Level)
Presented by Crystal Vilkaitis
Islander Ballroom B
You’re all set up on Facebook and using it to engage with your customers, but are they seeing the posts you publish? Chances are only 1-6% are. Facebook is changing at what feels like lightning speeds and in order to get the most out of your efforts, and to even get your posts seen by fans, you’ve got to follow best practices and you need to pay for it. During this seminar you’ll learn how to instantly increase fans through free and paid platforms, walking away with strategies you can implement right after the seminar.

How to Turn Your Problem Employee Around
Presented by Tammy Bond
Islander Ballroom C
You may believe that it seems some people are just born to be difficult. We have all worked with them, and most of us dislike them. Difficult people are easy to recognize — they show up late, leave early, don’t turn their work in on time and have an excuse for every failing. Or so we think.
But wait, there’s more! These difficult people harass you and others, neglect details, distract you and repeatedly challenge you. These people use an average 32% of your time each week just managing to their issues. Even worse, they can and often do have a devastating impact to your customers and vendors. Their performance impacts the goals of not just the individual, but the entire team. In this robust workshop, Tammy J. Bond takes participants through some difficult, real life scenarios to get to the core of what’s happening as you create a plan to stop the madness and destructive behavior. Learn how to handle the problem employee while protecting yourself with a proven 5 “I” process: 1. Ignore 2. Intervene 3. Indulge 4. Interview 5. Initiate
At the end, you will have a plan to handle these problems and turn everyone around to improved performance while keeping your sanity intact.

3:00pm-4:00pm
Retail Ready-Part 2
Counting Pennies & Saving Dollars: Learn How Starting Now
Presented by Lynn Switanowski
Islander Ballroom A
What will it take to make your Pet Business Successful for 2016 and beyond? In this 2 session series, we will dive deeper into key retail trends that are or will be affecting retail as we know it. CBCG will break down the big business and marketing ideas that will affect your pet business and translate them into topic driven sessions to provide you with actionable ideas for your business.
Retail Ready Session 2: Counting Pennies and Saving Dollars. Learn How, Starting Now
Tips, Tricks and Tactics to improve the bottom line for your Pet Business
Attend this business building seminar and your pet business bottom line will thank you for years to come. Attendees will walk away with actionable bottom line improvement strategies across every business area including:
• Making more money through operational improvements
• Improving your vendor relationships to improve your bottom line
• Using new technology to streamline processes and improve profit
• Leveraging marketing dollars to make your messages more productive

Demystify Human Resources:  HR 101 for Small Businesses
Presented by Lori Kleiman
Islander Ballroom C
Human Resources, it doesn’t have to be mysterious.  You know how important compliance and employee management is – but who has the time?  The typical retailer is doing all they can to keep customers coming in the door and profits on the bottom line. This informative session will walk you through the five major HR questions that can improve your long-term growth:

  • What laws do you need to be aware of, and how do you stay on top of them?
  • How do you know if you’re paying people properly?
  • How do you successfully recruit the right employees?
  • Can technology take some of the admin off your plate?
  • Should I just outsource the HR function?

We have the answers to these—and the other HR issues you face. This session will provide the answers you need to implement changes that will transform your business.  Walk away with tools you can use as soon as you return to your store!

3:00pm-4:30pm

Selling Like a Pro
Presented by Bob Phibbs
Islander Ballroom B
Looking to attract more customers? What if you could get more from those you already have coming in the doors? In this presentation, you’ll discover how to engage your customers, make bigger sales and earn the profits you seek with a nuts and bolts selling system Phibbs has used to double sales for his clients around the world. You’ll be inspired to upgrade the way you do business.

Wednesday

8:00am-9:00am
Social Media: What to Say, How to Say it. Winning Customers with your Words
Presented by Lynn Switanowski
In this session you will learn how to create content that compels your customers to connect via social media. Successfully using social media to connect with your customers requires proper planning and strategy. Learning what tactics to employ can be the difference between creating a community of loyal followers and struggling to reach any one at all. This seminar will teach retailers how to build a successful social media content strategy. Focused on finding the best content for Facebook and Instagram, attendees will walk away with a step-by-step plan that helps identify how to connect with your customers (no matter what generation they are from) using social media on a daily basis. In this seminar, we’ll show you how to create customers who are brand evangelists and to create programs that your customers can share with their friends and family and help grow your business!

Put Your Best Staff Forward-How to Hire, Train and Fire
Presented by Dan Jablons
Islander Ballroom B
Finding, developing and keeping a great sales staff is one of the most challenging elements of running a retail store. What are todays successful retailers doing to get the best staff that help achieve great sales and great relationships with customers? Dan Jablons of Retail Smart Guys will show you the secrets to getting the dream team on your floor.

Customer Service: From Weak to Wow
Presented by Phil Wrzesinski
Islander Ballroom C
Every retailer thinks they have great customer service. But even if you do, great customer service is no longer enough. This presentation walks you through all the touch points you have with your customers and shows you how to raise the bar and WOW them so they want to come back for more. After we’re done, you’ll have plenty of new ideas to surprise and delight your customers that will set your store above all your competitors.

9:30am-10:30am
Main Street Marketing on a Shoestring Budget
Presented by Phil Wrzesinski
Islander Ballroom A
Not every retailer has tens of thousands of dollars to spend on advertising. If you have a limited budget, these seven techniques will get the traffic through your door at minimal or no cost to you. You’ll learn how to get the most out of Social Media, how to Network effectively, and most importantly, how to get other businesses and organizations to market for you. At the end of this presentation you’ll have a toolbox full of ways to drive traffic that don’t include cutting prices and profit or spending tons of money.

Selling Between Generations
Presented by Bob Phibbs
Islander Ballroom B
There’s a gap between Baby Boomers and Millennials. This session will share with you the differences in their backgrounds, how they approach buying and how you can make more sales by talking to them the way they want to be talked to. When you master this course, you’ll be able to sell more and have more success talking to your own generation as well as those who are older or younger than you.

9:30am-11:00am
Approaching Consumer Trends and How They Will Affect Your Pet Business
Presented by Michael Johnson
Islander Ballroom C
Much in our industry has changed over the past few years, and there are yet more changes coming. In fact, the very nature of shopping is evolving, and the face of the pet consumer is shifting as well. Are you prepared for tomorrow’s challenges and opportunities?
In this “delightful and insightful” session, we will discuss the future of consumer pet product spending, and how that will impact retailing, manufacturing, and marketing. We will also highlight what you can do now to ensure you are ready to capitalize the on demographic, economic, and technological changes coming your way. Join us!

3:00pm-4:30pm
Generating Word of Mouth
Presented by Phil Wrzesinski
Islander Ballroom A
Word-of-Mouth is the most powerful form of advertising. Most businesses, however, don’t realize what it takes to actually get people to talk about your business. This presentation shows you four simple, yet effective ways to get people to brag about your business to their friends and family that will begin working right away. You’ll learn how to be “over-the-top” without going over your budget. Best of all, once you learn these techniques, you’ll see the benefits in your bottom line immediately.

How to Manage Your Sales Team
Presented by Bob Phibbs
Islander Ballroom B
Find out how you can keep a sale from falling apart and learn the secrets of a powerful retail team.
Determine if a sales person just needs more training, a boot in the butt, or is just not the right fit for your retail needs. With Bob’s insightful tips, you can build a winning sales team that can close even the most challenging sale.

4:30pm-5:30pm
Social Media: Timing is Everything
Presented by Lynn Switanowski
Islander Ballroom A
This session will focus on posting, scheduling and connecting with your customers via social media.
You can have the best posts, pictures and videos of any business for miles around, but if you’re not posting on a consistent basis, or generating post activities when your customers are using their social media sites, it won’t drive engagement – and ultimately sales – for your pet business. Attend this session and learn key tips and tactics for using your social media sites when the most customers are watching. You’ll also learn how to use page insights to track viewership on your page and to learn what type of posts your customers like the most and which ones are getting the most engagement. We’ll also share tips for scheduling on your social media pages (and the best tools to use) so that your customers get a constant stream of content from you even when your busy minding the store! Whether you’re a beginner or an advanced user, it’s all about time when it comes to using your social media wisely for your pet business.

Get More Cash Out of Your Business by Doing Three Things
Presented by Dan Jablons
Islander Ballroom B
Want more cash? Of course you do. But how can you get more cash out of your business? Dan Jablons of Retail Smart Guys shows you 3 things that you can adjust in your business to help you free up significant dollars and improve your cash flow.

4:30pm-6:00pm
The Role of Supplements in Maximizing Your Sales & Customer Satisfaction
Presented by Bill Bookout
Islander Ballroom C
The number of people buying supplements for companion animals is increasing.  With so many product choices, how do you know which suppliers to choose that will help you grow your business and create satisfied customers?  What are the key factors a retailer should consider in creating happy customers as well as gaining new customers from referrals?  What are some critical differentiators for your employees that can help accomplish these objectives, increase your sales and help maximize the success of your business?

Following this presentation, you will be able to define:

  1. The 3 key factors your store wants to accomplish to help grow sales,
  2. Key questions to ask in selecting supplement products,
  3. How to identify opportunistic suppliers that may actually hurt your business,
  4. What you need to know to avoid STOP SALE NOTICES,
  5. How to increase YOUR value proposition for your customers,
  6. Key factors in differentiating your business from competitors.

This interactive session will provide key takeaways that you can incorporate in your business and implement immediately!

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