Saltwater Fish - Interview w/ Chris Buerner
The saltwater aquarist is a developing breed of consumer, and that is great news for the hobby and the industry, notes Chris Buerner, president of Quality Marine
Q: Pet Business: How has this category fared over the past year?
A: Chris Buerner: The saltwater fish category appears to be growing overall. A renewed interest in keeping saltwater fish and reef animals has definitely spiked demand for marine species. Clearly, larger specialty retailers seem to be expanding their marine systems, seeking out greater varieties of livestock to offer their clientele, looking for knowledgeable staff, and increasing their service level. Smaller specialty retailers are also finding the saltwater sector a niche that some of the retail chains dont actively participate in, and therefore they find less competitive pressure in that sector.
Q: What are some of the key trends in the saltwater fish category?
A: The big trend has been the keeping of nano or micro reef aquaria. These are very small aquariums-usually 12 gallons or less-that are equipped with a built-in complement of filtration equipment and lighting.
Theres more interest at the entry level of the hobby now than there has been in many years, and micro aquaria offer an easy, low-cost entry to the hobby. There is a demand in this sector for smaller reef animals, both fishes and invertebrates alike. With this increased demand at the consumer level for greater variety, retailers seem more willing to purchase higher quality specimens.
On top of this, a better quality of supply is available from a number of importers, creating and unprecedented variety and quantity of excellent quality marine livestock.
Q: Who is the saltwater fish consumer?
A: The profile of the saltwater fish hobbyist is changing. Advances in filtration and lighting technology, as well as the vast amount of information published about the hobby in books and on the Internet, have made difficulties in maintaining many marine specimens a thing of the past. The barriers of entry to the hobby, in terms of high equipment costs, area also vanishing. Never before has such good equipment been available so inexpensively. These factors are allowing people to outfit their aquariums more optimally, creating success in the hobby at lower cost. Ultimately, the hobby is easier and more accessible than ever, and that is opening it up to a broader audience, from young children to retirees.
Q: How can retailers draw customers to this category?
A: Given that the saltwater fish aquarium is more complicated than a basic firewater set-up, the best way to attract customers to this category is by providing the best quality livestock, the best variety, top-notch advice and great service. Sound advice and good customer support are essential to the success of a beginning aquarist. Keeping healthy livestock and a broad, interesting variety and developing a good reputation for doing so-is more important than ever.
Q: What should retailers consider when selecting and stocking saltwater fish?
A: Trust your suppliers. A good supplier will make a variety of recommendations, discouraging the purchase of certain livestock, and encouraging the purchase of others. A good supplier isnt making a one-time sale, but rather building a relationship based on trust and mutual benefit. A good supplier will learn about a retailers buying customers and will try to cater to specific wishes and wants. A supplier should also be able to give good advice when stocking the aquariums, treating disease, or troubleshooting system or water quality problems.