68 2016/2017 RETAILER HANDBOOK
HOW CAN RETAILERS BEST MARKET TOWELS TO THEIR CUSTOMERS? WHAT SELLING
POINTS ARE MOST IMPORTANT FOR THEM
TO BE AWARE OF?
The WetPet towel is best marketed
by pointing out the positive differences
between WetPet and the negative
characteristics of traditional cotton towels.
The WetPet towel may be marketed to the
groomer as an effective way to eliminate
contamination due to the disposable
nature of the product. For the personal
pet owner, the advantage of a super
absorbent towel that eliminates the use
of family towels and the washing machine
is a very positive marketing point. The
WetPet towel may also be private labeled
to expand existing branded product lines.
Retailers should emphasize that they are
super absorbent, hygienic, soft to the
touch and 100-percent biodegradable as
main selling points. They also eliminate
cross-contamination, can be wrung out
to re-use, are made from renewable
resources and save water, energy and
money because they do not have to be
HOW SHOULD TOWELS BE MERCHANDISED
The WetPet towel may be merchandized
in a variety of packaging quantities and
methods of display. Smaller packages
can be readily displayed and promoted on
an endcap with a hangtag, for instance.
Unlike other brands, the WetPet towel
can be private labeled with your existing
brand and marketed in your retail space.
Single towels may also be combined with
other packaged products to produce
handy travel or hygiene/bathing kits.
Towels have the most sales success when
merchandised in the grooming and travel
ARE TOWELS A GROWING CATEGORY?
In the USA, 65 percent of families
(or about 79.7 million) own a pet. Family
cats and dogs as well as other pets are
considered members of many families.
Super absorbent disposable towel sales
have grown tremendously in recent
decades for a wide variety of uses. It is a
natural expansion of this trend into the pet
ARE PET TRAVEL TRENDS IMPACTING THE
TOWEL CATEGORY? HOW SO?
Approximately 60 percent of pet
owners report traveling with their furry
family members. It’s logical to provide
such basics as a handy travel bowl and
towels for pet hygiene and comfort. Travel
kits with collapsible bowls and disposable
towels are trending right now, and the
WetPet towel is currently marketed as
an element of the Raypet Travel Kit. The
travel kit includes a collapsible silicon bowl
and both sizes of the WetPet towel.
WHAT SETS DISPOSABLE TOWELS APART?
WHAT FEATURES DO THEY HAVE THAT MAKE
THEM A UNIQUE OR PARTICULARLY USEFUL
In the grooming industry, cross-contamination is completely eliminated
with a super absorbent disposable towel.
For a family pet owner or groomer, the
water and cost savings of a towel that
doesn’t need laundering are probably the
most important features. The Raypet towel
is unique in that it is still super absorbent
when wet and can be wrung out to
continue drying. Bulky traditional cotton
towels get wet and become useless for
drying and are nearly impossible to wring
out. Multiple cotton towels that must be
laundered after use may be needed to
dry a single large animal. WetPet towels
are biodegradable and made of natural
IN ADDITION TO SELLING THEM AS A RETAIL PRODUCT, HOW CAN RETAILERS AND
GROOMERS INCORPORATE DISPOSABLE
TOWELS INTO SELF-WASH OR PROFESSIONAL GROOMING SERVICES?
The towels can be packaged for
vending machines at self-wash stations or
included in the price, and the customer can
either throw the towel away or take them
home to air dry and reuse on their pet. For
groomers, they can send the towel home
with the pet owner to air dry and reuse. If
the pet owner likes the towel, the groomer
can sell the towels to their customers.
According to Danielle Buscemi, export coordinator at WR Rayson Co., towels are a valuable category both
for their retail selling points and potential use in grooming or self-wash services.