Market Research — Dog Leashes
Before diving into Market Research, it’s important to take a step back and really take a closer look at the product itself. By understanding the product, one can establish what are some beneficial features, what the purpose of the product is, what potential problems might arise, manufacturing obstacles, and the types of models available in the world. Here I have unpacked how a leash works, the materials used to produce a leash, proper usage, and ultimate goals of the product:
Market Research
For my market research I browsed Amazon, Target, PetSmart, and Walmart.
PetSmart
PetSmart had a wide selection of dog leashes, there was a solid isle devoted to them. They were displayed on hooks, ordered from high cost to low cost as well as color. Some neat leash features were LED and bungee cord leashes.
Honestly it was a little overwhelming and if I were in the market for a dog leash I would probably have a hard time navigating through the options. The following are some pictures of what I saw in store:
As demonstrated by the photos, there were a lot of options to choose from, and not particularly in an aesthetically pleasing way. There was some organization but it definitely could have been better. Another setback in the display was that there wasn’t really a way to “demonstrate” the product. The loose standard leashes were tied up so that you couldn’t see some of the handling features, and the retractable leashes were encased in boxes.
While overwhelming, there were helpful tips when selecting a dog leash:
collars&leads that offer more
for nighttime walks, LED & ultra-reflective increase long-distance visibility
for dogs that like to get wet, waterproof & stink-free are easy-to-clean options
if your dog is a puller, martingale-style mitigates pulling while keeping dog comfy
for a hands-free walk & temporary tie-out, waist leashes are the ultimate in convenience
discover the versatility of a retractable leash
increases the range of your dog’s roaming
locks to a shorter length when your dog needs to stay close
are best for dogs already trained to walk on a leash
The bolded headings where a quick read and easy to understand, as well as being helpful in the choosing process.
Target
In comparison to Target, however, PetSmart was looking pretty good. The dog leash section at Target was very disappointing and lacking. The following images are what I saw there:
First of all there was no overarching sign to display what the customer is looking at, or guide the customer in the buying process. A new brand was discovered here though: “Boots and Barkley”- this brand however wasn’t super descriptive in it’s capabilities, and it’s graphic design and presentation doesn’t necessarily scream “quality.”
Walmart
The products at Walmart were of more affordable rates and of lesser options. Leashes were also more heavy on the retractable side. Still, product presentation was very similar and unoriginal to other stores, and definitely could have used a face lift…
***Find my ideas on how presentation could be improved in the “Trends” section***
So what is better? Retractable or Standard? There is debate about what is better but each holds it’s benefits and setbacks. Standard leashes are preferable for when you begin to train your dog and allow for more control and will keep your dog at a constant distance from you. Retractable leashes allow for more freedom but could teach your dog the wrong habits, however the customizable aspect of the leash makes the type appealing. There is also concern regarding the safety of retractable leashes- retractable leashes can get your dog into real tangles that can become too knotted to undo and could cause rope burns. There will always be pros and cons, but lets look into what people have to say about each kind in the reviews.
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Online Reviews:
Fakespotting
After consolidating all the data, it looks like people really value the sturdiness, quality and comfort of their dog leashes. Common problem points include snapping of leashes and hooks — when innovating, durable materials might be something to look into. But what is popular in society? These are further things to look into when looking for retail approaches and design.
Trends
So what would an ideal display look like to the 2019 customer?
“Pet owners love the ability to feel and even try out a product before purchasing. Our retailers tend to do a great job in providing eye-catching displays that help show the features and benefits of our products,” -Leah Angelos, sales representative for ZippyPaws in Chino, Calif.
In general, store presentation is very clean and simple. When creating a display factors to consider are: is it fun, interactive, tactile, aesthetically pleasing?
***Potential Display Improvement?***
While these interactive components may seem of a little bit of a stretch, these elaborate interactive ideas could be down scaled. In the case of the dog leash, there could maybe be something like a “pull test” where you could test out the strength of the leash if the brand really claims their leashes to be that durable. To keep the display clean, these tester products could be out in the open while the actual products themselves available in storage boxes below. This would solve clutter and overwhelming product.
“Even so, simply remodeling a store isn’t enough. Nearly 3,800 stores are expected to close their doors by year’s end, and the brands that do survive will have done so by creating engrossing experiences.” (Forbes “5 Trends That Will Redefine Retail In 2019”)
Customers are looking for an experience, so when constructing a display interactive components should be taken into consideration. Customers also want to guarantee an enjoyable experience with their product, so by laying out the story of that potential experience with the pictures and words used in the display, people can visualize themselves in the enjoyable scenario.
78 percent of millennials choosing to spend money on experiences rather than “stuff.” (Well and Good)
What do lifestyle trends look like?
“Millennials are a generation fascinated by self-actualization, self-improvement, and community — and in finding spaces that enable them to experience all those things together,” — Christina Disler, founder of Werklab
What does this have to do with dog leashes?
To dog owners, walking dogs is all part of the routine and could be an easy way to stay fit and get on that healthy living trend. By integrating this well-being part of life into the relationship with your dog, dog leashes could be more than just a product.
The concept of wellness as a luxury is about more than just being fit — it is also about feeling happy and indulging in experiences that promote well-being, and sharing those experiences with friends.
Aesthetics
People are always drawn to “good” design. What does that look like today? Well just to name a few: simplicity, clean lines, pops of color, and contrast.
Other Retail Trends:
Sustainability
Ethical and value based brands
Product customization
Augmented Reality/Virtual Reality
Pop-up partnerships
Dog Leash Trends:
Product Opportunities
So taking all this market research in, what could the future of dog leashes be? Well…
Timeline
Wednesday 9/18: Research the “mechanics” of the dog leash, and how dog leashes works. Look at common materials and features. Also take a look at different ways I can explain and visualize “how it works” in simplistic and easy to follow ways (examples from Randall and David).
Thursday 9/19: Begin sketching potential layouts for the “how it works” visual. Look online and take note of what options are out there.
Friday 9/20: Go to Target and Walmart to begin Market Research. Take pictures and notes- notice shelf placement, aesthetics, marketing techniques, highlighted features, colors, box shapes and sizes, grouping, price, brands, etc. Consolidate ideas and look for aesthetically pleasing and organized ways to present findings (2x2).
Saturday 9/21: Go to Pet Smart (maybe note how marketing here is different in comparison to unspecialized stores) and maybe a smaller local pet store (?)to continue benchmarking research.
Sunday 9/22: Research online reviews- fake spotting, what the highest/lowest reviews have to see, common complaints.
Monday 9/23: Societal trends- browse social media, dog bloggers (I bet that’s a thing?), look at the struggles/joys of being a dog owner and the kind of lifestyles they lead. Could do a little sample “customer” or “typical dog owner” inforgraphic.
Tuesday 9/24: Sketch out new product ideas (remember to keep it clean, simple, easy to understand).
Wednesday 9/25: Clean up blog and fill in gaps, make it pretty!!
