Vital Pet Group launches Retail Academy to support pet specialists

Vital Pet Group has announced the launch of its Retail Academy as a learning tool to support its customers.

The Academy is free to Vital customers and provides educational information on brands in the specialist sector, including bite sized lessons to boost product knowledge and advice on how to drive sales. By accessing the academy, retailers can gain valuable insights to help them create effective instore offerings.

The Retail Academy will be made up of unique training courses, quizzes, and sales tools. It will give retailers the opportunity to interact with peers in Academy forums, as well as the chance to win products and discounts in instant-win competitions.

Vital customers will also be able to learn at their appropriate level, whether that be starter, intermediate or advanced. Each course will be marked from either multiple choice or open-ended questions, and participants will be rewarded with a certificate upon completion, which can be printed and displayed in their premises or saved as recorded achievements for sales staff.

Harvey Lees, head of commercial, buying and procurement at Vital Pet Group, said the company is delighted to set up this exciting new platform.

“We have already had a lot of interest in the Academy, with many of Vital’s suppliers eager to get involved in helping retailers to better understand their brands,” he said. “The Academy gives both suppliers and retailers an excellent opportunity to work together to strengthen brand marketing and increase sales to consumers.”

The Academy already has two courses from the organic pet food brand, Yarrah, which provide retailers with an introduction to consumer insights and describes how the pet market is changing.

Elkwood has also provided two modules, one, which talks about their popular Rattlesnap products, explaining how these dental chews add a fun element to their natural range and a full range module that educates on how a natural treat offering can aid sales by hitting consumer trends.

In February, modules from Ministry of Pets, Cath Kidston and iQuties will have an emphasis on how enrichment, toys and affordable luxury can encourage impulse purchases.

The academy is available for Vital customers to access now at

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