One thing that's changed in four years is the neighborhood. As new small businesses moved in to South Park, they were welcomed into the business association (Vella and Walker were founding members). They host a quarterly event, called the South Park Walkabout, that has created a feeling that South Park is a destination. Are you, as a museum, actively working within your immediate community to create this kind of atmosphere? Are you partnering with everyone possible to make that happen? I even know a couple who went to the Walkabout and then bought a house in the neighborhood as a result. Does your museum have that kind of impact?
Owners Lisa Vella and Donna Walker have focused on customer loyalty from the beginning. They don’t view a visit as a one-shot deal. Instead, they’ve designed their business to cater to people for the life of their pet. Is your museum thinking this specifically about what you can offer to repeat visitors?
South Bark is strategically located just two blocks from a busy off-leash park. How well do you know your neighborhood? How well does your museum relate to its immediate surroundings?
This entire experience is designed for the customer's comfort (both the owners and the pets). I've written a LOT about visitor comfort over the years, and yet I still visit museums with too little seating and hard to read labels.
Tubs are at the right height to wash without stooping over. The water is warm, and the aprons keep you (reasonably) dry. Friendly staffers can answer many questions about skin problems and recommend an array of products to try.
It’s comfortable for the dogs, too, starting with their signature blueberry facial, which has become a best-selling product and is now available online. This product was designed as a result of watching clients avoid their dogs faces, which are often the dirtiest part of the dog. The staff members start the bath with the facial, and then you do the rest. How often do you watch your visitors to see what they need, and then create something to fill it?
Something I talk about a lot I call "From loyalty to lifestyle." Starbucks figured this one out years ago... you want to be part of your customer's lifestyle... a regular part of their day or week. How can your museum fill ongoing needs for your visitors?
South Bark wants to serve customers for the life of their dog. Rather than a one-time $12 bath, they strive to provide enough services (obedience classes, food, treats, toys, dental cleaning, holiday photos) to keep customers coming back every month. They provide a comfortable, educational, and fun atmosphere, with lots of music and laughter.
Tip of the day: Build visitor loyalty by creating a space where the visitor is the star. Offer enough service and product variety to meet visitor needs, as long as every element builds on your experience.
