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With a Cheshire cat grin, Vic Cotton proudly begins to talk about what it means to receive them 2001 International Store of the Year award for the Petland Calgary Group and their store in Red Deer, Alberta, Canada.
"It’s the greatest thing. I’ve been in the business 15 years and I’ve listened to all the greats, getting their input and taking all of their information back to make my stores better," he said, reflecting and chuckling. "Now I have entered the club of the old guys."
Cotton represented the other members of the Petland Calgary Group, including Canadian’s Robert and Barbara Brissette, Robert Doerksen and Rose Havelock.
Cotton spoke on behalf of Petland Red Deer staff members, too. "Tracy Gallant is the manager of that store and creates the team. She surrounds herself with great people," Cotton said, noting that the retail environment at Petland Red Deer is innovative. "If they are passionate about an idea they run with it. The key is not to stifle them."
Petland Calgary has managers’ sessions three times a year. Staff members are allowed to say whatever they want.
"It’s managers telling upper management how things should be. It’s enlightening to hear what they think. And it works," Cotton said.
In fact, this is how Cotton learned to operate a Petland. He credits his many teachers.
"Bob Doerksen bit his lip a lot and told me to go ahead with ideas (even though he knew some of them would fail.) I try to do that now with all my managers. Robert Brissette taught me what Petland is all about – complete compassion for the pets. Barb Brissette has unmatched enthusiasm for the pet industry, and Rose Havelock provides the outside view. She is the stabilizer, unwilling to let you go down the wrong path. And my wife, Jennifer Neal, inspires me. She works in the stores and reminds me when I’m having a bad day that I love what I do," Cotton said.
"Our good sales are a combination of a great team of public relations and marketing. We’ve created a branding of Petland in Red Deer. People drive from all over," Cotton said. "The Humane Society there loves us. And we’re winning all kinds of newspaper and magazine contests for ‘Best Pet Store.’"
As a Petland Red Deer customer you could find yourself singing for a discount. Occasionally, the staff brings in a karaoke machine. Community service-wise, Petland Red Deer is committed to working with the local animal shelter. There are follow-up telephone calls to customers with Petland pets. There are birthday programs at homes. There are school tours and nursing home visits. Red Deer staff also has implemented a food bank for pet owners under hardship.
"Basically we give pet food to those who are experiencing hardships and can not afford food for their pets," Cotton said.
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