Why every veterinary practice should designate someone to be in charge of their retail space

Retail Space Manager profile

The Retail Space Manager makes sure the space is impeccably clean, well organized and delivers a superior client experience. Ideally, the person assigned to this role should:

	Have an in-depth knowledge of the brands and products		Be drawn to what’s new and up on the latest trends
	Be customer-focused with strong people skills		Be good with the public and giving advice
	Enjoy working on things that require a designer’s eye (e.g., where to place products to make them more visually appealing to clients)		Be detail-oriented and highly organized

Basically, they’re your superstar, your customer relations expert.

Responsibilities

	Keep the retail space clean and inviting at all times		Launch promotions (visuals, information campaigns, and promotional posters)
	Help meet sales targets by recommending the right product to the right client at the right time		Keep the team informed about current promotions and themes
	Oversee procurement and inventory (merchandise receipt, orders and returns as required)		Keep an eye on the competition to make sure your clinic stands out
	Rotate products as needed		Make sure that wayfinding signage is effective, clear, and straightforward
	Decide on upcoming product promotions and advertise them via your communications channels (e.g., social media, newsletter, website)		Make sure the prices are right and marked the same way
	Implement merchandising changes - Track sales to determine which products are top sellers and which are not popular, to improve product selection and merchandising		Train other clinic employees to ensure they are also knowledgeable about the products, thereby creating a consistent client experience and encouraging pet owners to follow recommendations

 
Congratulations! Now you know who the right person for the job is.

Let’s take a closer look at what’s involved and how often each task should be performed.

Daily Responsibilities

Before the clinic opens, make sure that:

	The lights/signs/TVs are turned on and working
	The entrance/vestibule is clean and tidy
	The cash register/practice management system are ready and working
	The retail area is clean and the shelves are well stocked
	The display windows are clean and tidy (uncluttered)

During the day...

	Face products and stock shelves (shelves should be well stocked and products within easy reach)
	Greet clients and make recommendations
	Explain wayfinding signage to new clients (help them find their way around the retail area)
	Tell clients about any current themes/promotions/events
	Send and receive orders
	Check (and respond to!) incoming emails, ideally in the morning and evening
	Keep an eye on the clinic’s social media accounts, post as needed, and respond to any comments

Weekly Responsibilities

	Make sure display prices match those in the practice management system and are properly posted
	Perform partial inventories (10–20 products at random), checking to make sure that the amounts in inventory match the ones shown in the management system
	Make a list of patients that are on a new diet and call their humans to see how they are doing

Monthly Responsibilities

	Plan a team meeting to share information about products, ask about recurring client requests, and discuss continuous improvement of the client experience
	Plan themes/promotions/micro-events
	Try out products so they can speak about them in an informative, convincing way (“I personally tried it out with Juju, my bulldog, and...”)
	Ensure that the team stay focused on customer service and continuous improvement of the retail space
	Meet with manufacturers to find out about the latest trends and new products

Once or twice a year

Carry out a full inventory

Excited about making your retailspace all it can be?

Sure, it can take time and energy, but it can also be very rewarding for your team—and be a big plus for your business.

Team synergy is key for successful recommendations, and has a direct impact on creating a better and more consistent in-clinic experience for your clients.