The perception of animal shelters is generally that these are the last place to go to if you want a dog or cat.
But what if the shelter isn't a shelter but a pet store with all the bells and whistles including an accessible location? Then, we shoppers, driven 1st by perception in our shopping, might just be ready to check-out the offerings the shelter has to offer.
This strategy is being tested by the Found Animals Foundation in southern California according to a Christian Science Monitor story. These folks have opened a pet store in a middle-class mall, right alongside the traditional medium-to-upscale retail stores. As the Exec. notes: "it's an animal shelter disguised as an upscale pet-adoption center and pet supply boutique." The result appears to be a fairly solid rate of adoptions that have been appropriately matched for the new home.
I don't know anything about the economics of the Foundation's efforts (i.e. the sustainability elements) but from a first blush, these folks have taken a good approach using traditional marketing principals (know your target audience and apply the 5 p's (product, place, price, promotion and position) to achieve your goals.
Kudos to the exec and board who were willing to think in a non-traditional way and also willing to put up the bucks to make this work!
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