I t’s no secret that pet ownership and the amount of owners who consider and treat their pets as a family member is extraordinarily high. For many pet parents, providing the highest quality of life for and enjoying quality time with their furry friends includes bringing their pets along on adventures of all kinds. 

From heading out on an excursion like hiking or sailing, to bringing the pup along on a family road trip, and everything in between, adventuring with pets requires the right gear to keep them safe, comfortable and happy while away from home. This is why it is becoming increasingly important that companies jump on board with current trends and innovations to offer the highest quality items and education in the pet adventure and outdoor categories. 

The demand for products that allow pet parents to bring their companions along while venturing out into the world is strong and increasing. Retailers can both meet this need and leverage it by effectively identifying and catering to this customer base. 

“The types of pet parents shopping for adventure gear covers a broad spectrum from those that are more urban adventurers to those who are much more experienced outdoors people,” says Sarah Johnson, account manager at P.L.A.Y. Pet Lifestyle and You. “What they all have in common, though is that they are all seeking ways to enjoy the outdoors and share that bonding time with their pups.”

Since there are so many possibilities when it comes to activities and travel, customers seeking pet adventure gear will be in search of a variety of products and features. Johnson says that ultimately, though, they are all generally looking to invest in products that will help comfortably facilitate outdoor activities with features that are safe, durable, functional, and often convenient. 

“Retailers should bring in products from manufacturers that have a focus on safety and comfort for pet owners and their furry friends,” suggests Leah Angelos Nagel, marketing manager at ZippyPaws. “Assortments should offer high-quality products at fair prices while having a wide enough assortment to ensure all pet owners will have what they need available.”

Nagel points to leashes as one of the most popular products in this category, since it’s a necessity for safety and security, regardless of activity level. She says other must-haves and basics in the pet adventure section include but are not limited to things like pet waste bags and portable bowls. 

Johnson points to collapsible water and food bowls as additional necessities in the adventure space. P.L.A.Y. ‘s Scout & About Deluxe Treat Pouch, for example, is easy to transport and easily accessible. Additionally, she suggests offering lightweight blankets or mats for convenient comfort, and lightweight, durable toys for outdoor or water play. 

Beyond the basics, Nagel says retailers can take their selection to the next level by offering products that make adventures safer and more convenient, such as life jackets, cooling vests, leash bag dispensers, backpacks, and car accessories.

To enhance adventure offerings, Johnson suggests enclosures like P.L.A.Y’s Landscape Outdoor Dog Tent.

“Our Landscape Outdoor Dog Tents pop-up easily and provide a safe space for dogs to rest or get some shade while enjoying the outdoors, whether that be a beach day or a camping trip,” she says. “These tents collapse down into easy carrying cases to make transporting them around a breeze.”

When it comes to building a successful selection of products designed for adventure-bound pet owners, Cristen Underwood, senior director of canine research and product development at SHERPA by Worldwise, Inc., says a variety of styles that are simultaneously functional and fashionable makes for a strong foundation. 

SHERPA provides different carriers that work for an array of adventures, from a night out on the town to a long flight to a quick trip to the vet. Additionally, the company offers integrated systems, including crash tested carriers, harnesses, seat protectors, and more.

The philosophy at canine adventure gear brand BAYDOG is that businesses selling adventure gear for pets can set themselves up for success by catering first to the utmost adventure-driven customer. Barton O’Brien, the company’s founder and CEO, cites a travel backpack as an example—a backpack equipped for a rugged excursion with a pet will also work for the customer seeking products to bring their dog on a leisurely camping trip. 

According to Johnson, while it’s crucial that retailers carry a range of products for varying activities and activity levels, they should also aim to get a grasp on what activities are popular in their region, so they can focus on meeting the specific needs of their clientele. 

For example, she suggests that a retailer who is not particularly well-versed in outdoor activities but wants to cater to customers who are, should take advantage of any available resources through their vendors or distributors to learn more about the product and brand options at their disposal. 

“It’s good to consider qualities from functional design and aesthetic appeal to ease of use and ease of cleaning,” Johnson notes.

As this category grows in popularity, and a variety of new innovations enter the pet adventure product market, big-box chains and online outlets are doing their part not to be left behind. These products have been embraced by retailers like Petsmart, Petco and Amazon, to name a few. As usual, specialty brands and retailers alike need to go the extra mile here to set themselves apart from the crowd. 

Johnson explains that a proven understanding of what consumers are looking for and truly hearing their needs is key for companies looking to become a go-to source, adding that it’s vital to stay ahead of the curve by meeting existing consumer needs while also looking for needs that may be underserved and providing solutions.

“Having reliable, quality products is also key,” she says. “Aesthetics are increasingly looked at in this category now, but offering functional and durable products is still key to becoming a reliable source for people to return to time and again when looking for new adventure gear.”

Similarly, Nagel says companies can amp things up by not only offering a wide variety of products, but honing in on quality and safety standards, being open to and mindful of customer feedback in order to grow and adjust to meet demand. 

O’Brien echoes this sentiment, emphasizing the importance of never compromising on quality. He operates by the “you get what you pay for” mindset, and believes in curating a product offering consisting of the most well-made and fairly-priced items. The top pet adventure gear brands might sell at a higher price tag, but the integrity of the item is guaranteed.

“[BAYDOG] has never refused a return from either a retailer or a wholesale customer,” says O’Brien. We’re a premium brand and we know people pay a premium price, and they should expect top quality and never have to worry about something breaking and not getting their money back.” 

Underwood urges companies to educate their consumers first and foremost. SHERPA has a three-fold approach to helping professionals in the space become product experts:  

Crashed Tested for Safety: SHERPA crash-tested carriers and harnesses are tested with a similar methodology as children’s car seats. 

Guaranteed on Board: SHERPA’s proprietary program guarantees the pet carriers comply with each airline’s specific rules and regulations.

Stay Clean Technology: This line of carriers features coated straps, fabric and waterproof zippers to repel stains and water.

From digital marketing to season promotions to in-store setup, it’s necessary to express and communicate the benefits of an adventure gear selection to gain customer attention and drive sales. 

For brick-and-mortar stores, it can be beneficial to set up specific, targeted displays that guide customers through an assortment of adventure gear options and help them see how some products might complement one another, Johnson offers. 

  “This is certainly a category where taking advantage of social media is a great way to show these products in action and let customers visualize how they and their dog might enjoy or utilize a particular product by providing content of the products being used outdoors in their intended ways,” she says. “It can be very beneficial to give demos of how a product is to be used, for example P.L.A.Y. offers an Outdoor Dog Tent and has a video available that shows the set up and breakdown so customers can see how simple it is to use.”

Nagel points to the importance of emphasizing the key features of products and their benefits. Highlighting the safety features of the products, she says, can help build brand familiarity and trust. As far as promotions, she says seasonal sales are huge for driving sales in the adventure category. 

“There are different products that can be promoted during either hotter or cooler months to help pet owners keep their pets safe and comfortable throughout the year,” Nagel explains.

Johnson agrees that seasonal promotional events can help drive sales in this space, as (depending on location) adventure product needs will adjust with major seasonal changes. She says that offering promotions ahead of these changes will get people thinking about the upcoming shift and how they can prepare early.  PB

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