Smarter retail for independent clinics: Introducing the VetFamily Retail Program

Independent veterinary clinics are built on trust. Clients rely on your expertise. Your team knows the animals. And your shelves hold products that genuinely make a difference.

But in a market where online retailers compete aggressively on price and pet owners are increasingly informed and selective, simply having the right products is not enough.

That’s why we created the VetFamily Retail Program. Not to turn clinics into shops. Not to add pressure. But to give independent clinics structure, confidence, and practical tools to strengthen what they already do well.

Retail as part of good veterinary care

Retail in a veterinary clinic is not about “selling more.” It is about making sure that medical recommendations follow through into everyday life for the pet. When a veterinarian recommends a therapeutic kidney diet, a weight-management program, or a supplement to support joint health, that recommendation only creates impact if it is acted on.

As Oscar Nevala, responsible for the nutrition and pet food category at VetFamily, explains: “Pet nutrition is one of the most important revenue categories in veterinary clinics, but more importantly, it is one of the areas where pet owners actively want guidance. Nutrition is not something they want to guess. They want a professional recommendation from someone they trust.”

He continues: “Clinics that take nutrition seriously see two things happen at the same time: improved compliance and stronger financial performance. It’s a category where good medicine and good business truly align.”

Designed for real clinic life

Independent clinics are under pressure. Rising costs, staff shortages, and growing competition leave little room for complexity. Any development initiative must be practical, efficient, and rooted in everyday clinic reality.

That perspective has shaped the program from the start. The Retail Program, developed in collaboration with Hill’s, consists of five practical modules that clinics can implement at their own pace. Each module includes ready-to-use tools, templates, and clear guidance designed for busy teams.

As Morten Aas, Country Manager for VetFamily in Norway, puts it: “If a program doesn’t fit the real world of an independent clinic, it won’t be used. It has to be close to daily operations. Easy to understand, efficient to apply, and even a bit enjoyable. Otherwise it becomes another folder on the shelf.”

What the program covers

The Retail Program guides clinics through five key areas of retail and recommendation development:

Getting started: Building structure

The first module provides a clear launch checklist covering daily and weekly routines, team responsibilities, and progress tracking. From shelf presentation to stock checks and campaign updates, the goal is simple: small, consistent habits that create lasting impact.

Purchasing and stock flow

Overstocking ties up capital. Understocking loses revenue. The program introduces a structured purchasing routine that removes guesswork from ordering, including reorder points, delivery checks, and simple monthly reviews that the entire team can manage.

Pricing strategy

Pricing is often underestimated as a strategic lever. This module walks clinics through structured pricing decisions based on purchase cost, target gross margin, competitor landscape, and product category.

Therapeutic diets, for example, allow for a different pricing logic than maintenance foods that compete more directly with online retailers. The program provides practical formulas and real examples to guide these decisions.

Nutrition & client communication

Here, clinical confidence meets communication clarity. Specific, written recommendations significantly increase compliance. A vague comment like “try a kidney diet” often leads to online alternatives. A clearly named product, written in the medical notes and reinforced at reception, leads to follow-through.

The program also supports better questioning techniques, structured follow-ups, and team alignment. This ensures that veterinarians, nurses, and receptionists work together around the same message.

Store layout & seasonal focus

Retail does not need to be large or expensive to be effective. It needs to be logical and easy to navigate. The module provides practical guidance on assortment structure, product placement, and limiting brand complexity. It also introduces a simple seasonal planning approach, aligning campaigns with health seasons such as weight management in January, allergy season in spring, and dental care in autumn.

What clinics can expect

Clinics applying these methods are not working harder. They are working smarter. The biggest differences often come from small adjustments:

• A clearer pricing logic
• A more confident recommendation
• A follow-up booked before the client leaves
• A shelf that supports, rather than distracts from, clinical advice

Over time, these incremental improvements compound. Revenue grows, often without additional investment. And because the infrastructure already exists, profitability tends to grow faster than turnover. Most importantly, teams feel more confident. Conversations become clearer. And pet owners experience consistency from consultation to checkout.

Launched in Norway. Expanding to more markets

The VetFamily Retail Program just launched in Norway. Based on early engagement and feedback, the program will be rolled out to additional markets in the near future.

As Morten Aas reflects: “Independent clinics don’t need complexity. They need clarity. When structure replaces uncertainty, both performance and job satisfaction improve. And that’s when development becomes something positive, not something stressful.”

Stronger clinics through practical development

The Retail Program is one example of how VetFamily supports independent clinics beyond procurement and partnerships. It reflects our broader mission: empowering independent veterinarians with the right tools and support to remain competitive and relevant in a changing environment.

You already have the knowledge. You already have the trust. We’re here to help you make it work even better.

If you’re a VetFamily member and want to learn more about the Retail Program in your country, reach out to your local VetFamily team.