Whatever the size of your retail zone, it should be situated in an area that all clients are exposed to on each and every visit to the practice.

For your retail zone to work effectively, consider the following:

• Ideally, don't provide seating in the retail zone. In this zone, you want your clients to be browsing the shelves, not reading a magazine. If space limitations mean you have to provide seating, try and have it face the retail display.
   
• Display products in a way that looks like a credible alternative to the supermarket. Given the space limitations at most practices, robust floor-to-ceiling shelving is likely to be the best solution, with the most infrequently sold items displayed on the higher levels, the most popular products displayed at eye level, and the heavier products, such a food, beneath.
   
• The greater the range of products on display, the more you will be seen as a credible alternative to the supermarket.
   
• Your merchandise should be displayed in an attractive and logical way. Group items by product type so that customers can navigate their way around easily. Laminated signs are helpful.
   
• Use lighting to draw the eye and highlight products. Halogen spots are good for this.
   
• Price everything - You know how annoying it is when you're browsing in a shop, see something you like, find it isn't priced, and all the assistants have vanished. Customers want to know the price, and they shouldn't have to ask. Yes, your reception desk should always be manned, but what happens if you're busy? The client will probably just think "Oh, to hell with it" and go and buy it elsewhere.
   
• It usually better to price each item individually, rather than labelling the front of a row of products. If your price stickers also state the name, address and telephone number of the surgery, the client will be reminded of your practice every time he or she uses that product.
   
• For items that may initially appear expensive, such as high quality life stage diets, display feeding costs per day in addition to the actual price of the bag.