{"page":"\u003clink rel=\"stylesheet\" href=\"https://lessonplanet.com/assets/packs/css/resources-c03aa079.css\" /\u003e\n\u003clink rel=\"stylesheet\" href=\"https://lessonplanet.com/assets/packs/css/lp_boclips_stylesheets-517835be.css\" media=\"all\" /\u003e\n\u003cdiv data-title='Dogs drum up big business' data-url='/boclips/videos/5c54d6a4d8eafeecae205362' data-video-url='/boclips/videos/5c54d6a4d8eafeecae205362' id='bo_player_modal'\u003e\n\u003cdiv class='boclips-resource-page modal-dialog panel-container'\u003e\n\u003cdiv class='react-notifications-root'\u003e\u003c/div\u003e\n\u003cdiv class='rp-header'\u003e\n\u003cdiv class='rp-type'\u003e\n\u003ci aria-hidden='true' class='fai fa-regular fa-circle-play'\u003e\u003c/i\u003e\nVideo\n\u003c/div\u003e\n\u003ch1 class='rp-title' id='video-title'\u003e\nDogs drum up big business\n\u003c/h1\u003e\n\u003cdiv class='rp-actions'\u003e\n\u003cdiv class='mr-1'\u003e\n\u003ca class=\"btn btn-success\" data-posthog-event=\"Signup: LP Signup Activity\" data-posthog-location=\"body_link_boclips\" data-remote=\"true\" href=\"/subscription/new\"\u003e\u003cspan\u003e\u003cspan\u003eGet Free Access\u003c/span\u003e\u003cspan class=\"\"\u003e for 10 Days\u003c/span\u003e\u003cspan\u003e!\u003c/span\u003e\u003c/span\u003e\u003c/a\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv class='rp-body'\u003e\n\u003cdiv class='rp-info'\u003e\n\u003cdiv aria-label='Hide resource details' class='rp-hide-info' role='button' tabindex='0'\u003e\u0026times;\u003c/div\u003e\n\u003ci aria-label='Expand resource details' class='rp-expand-info fai fa-solid fa-up-right-and-down-left-from-center' role='button' tabindex='0'\u003e\u003c/i\u003e\n\u003ci aria-label='Compress resource details' class='rp-compress-info fai fa-solid fa-down-left-and-up-right-to-center' role='button' tabindex='0'\u003e\u003c/i\u003e\n\u003cdiv class='rp-rating'\u003e\n\u003cspan class='resource-pool'\u003e\n\u003cspan class='pool-label'\u003ePublisher:\u003c/span\u003e\n\u003cspan class='pool-name'\u003e\n\u003cspan class='text'\u003e\u003ca data-publisher-id=\"30356011\" href=\"/search?publisher_ids%5B%5D=30356011\"\u003eCurated Video\u003c/a\u003e\u003c/span\u003e\n\u003c/span\u003e\n\u003c/span\u003e\n\u003c/div\u003e\n\u003cdiv class='rp-description'\u003e\n\u003cspan class='short-description'\u003eLEADIN:              Dogs can drive tens of millions of pounds to small businesses in the UK, according to new research.              Britain is a nation of pet lovers, and now small business owners are cashing in on the appeal of dogs...\u003c/span\u003e\n\u003cspan class='full-description hide'\u003eLEADIN:\u003cbr/\u003e              Dogs can drive tens of millions of pounds to small businesses in the UK, according to new research.\u003cbr/\u003e              Britain is a nation of pet lovers, and now small business owners are cashing in on the appeal of dogs to drum up passing trade and social media interest.\u003cbr/\u003e              STORYLINE:\u003cbr/\u003e              Bertie thinks he is in dog heaven.\u003cbr/\u003e              This cheeky Maltese pup lives here at Stil Salon in London's Notting Hill.\u003cbr/\u003e              He gets cuddled by Theresa Laird, a regular customer and a big fan of Bertie.\u003cbr/\u003e              She says: \"I come here to see Bertie anyway, even if I don't have my hair cut, so I go past and say hello to him.\"\u003cbr/\u003e              Bertie is very cute - but for savvy small business owners the dog could also be the best marketing tool in their arsenal.\u003cbr/\u003e              Research commissioned by American Express found pets in shops could be worth up to nearly £60 million for small businesses in the UK, based on an average additional spend of £6.86.  (Survey of 2,000 adults in the UK from 31 October - 3 November 2017 in accordance with Market Research Society conditions).\u003cbr/\u003e              Over a third (36 per cent) of those surveyed said they would be more likely to visit a shop if there was a pet in the window, and 30 per cent would spend 13 minutes longer, on average, in a small shop with a pet. \u003cbr/\u003e              Christel Lundqvist, Bertie's owner and owner of Stil Salon, couldn't imagine her business without her dog.\u003cbr/\u003e              She explains: \"So his job role, if you like, is he meets and greets people. That's what he loves doing all day long. So he generally sits by the door and then when the salon is busy with clients he just walks around to each chair and he sort of gives everyone a bit of a cuddle.\"\u003cbr/\u003e              Bertie's charms have earned him a loyal band of followers, and customer Hayley Moston explains the appeal: \"It makes for a nice atmosphere, quite comforting and homely and friendly. So it definitely adds to the experience.\"\u003cbr/\u003e              Aimee Madill is owner of Phlox Books in Leyton, across town in east London. It's a new business and she is still marketing her brand and letting the community know she's arrived.\u003cbr/\u003e              Luckily for Madill she's the owner of Huxley, a French bulldog with a very expressive face.\u003cbr/\u003e              Huxley, who spends his days chilling out in Phlox Books, has become a recognisable face on social media.\u003cbr/\u003e              Madill is posing Huxley with a book she wants to promote for a photoshoot on her Instagram feed.\u003cbr/\u003e              She knows a photo of a book on its own isn't going to get her many likes on social media, so in steps Huxley.\u003cbr/\u003e              She says: \"He's a point of accessibility. If you love a dog you're going to go \"Oh look at that dog photo, oh look at that book, that dog's reading a book. It's a lead on effect, you grab people that might not follow you purely because you're a book shop or a coffee shop or a bar. People are following you for his personality, for what he's up to, and by that, by default, they end up becoming interested in his business, where he lives, what he does and eventually walk through the door.\"\u003cbr/\u003e              The research found that customers were 22 per cent more likely to post about their shopping experience on social media if there was a pet in the store. \u003cbr/\u003e              Phlox Books' Instagram posts featuring Huxley tend to receive more likes than posts in which he doesn't feature. \u003cbr/\u003e              Madill had previously worked for some of the most important book shops in the world, including Shakespeare and Co in Paris - but owning an independent store means she can work alongside one of her best friends.\u003cbr/\u003e              Regular Anna Cardona is enjoying a coffee and a novel in Phlox Books.\u003cbr/\u003e              She says: \"I think if I did walk past a cafe and saw a dog I think most definitely I'm more likely to choose that cafe over its neighbouring one based on the fact there's a dog inside there, it draws me in.\"\u003cbr/\u003e              Honey Langcaster-James is an independent business psychologist and coach. \u003cbr/\u003e              Langcaster-James, a dog lover and an instant friend of Huxley's, responds to the findings of the survey but says she isn't surprised in the least bit.\u003cbr/\u003e              She says: \"The research by American Express looking at the effects of having a pet in a small shop I think is really interesting because it confirms what we probably intuitively know is that pets are not only good for our health but they can be good for our wealth particularly if you have them in a small business environment where customers are going to be drawn in to come an interact with the dog or come in and it's a really good ice breaker.\"\u003cbr/\u003e              In Brighton, a city on England's south coast, dogs are just as good for trade as in the capital.\u003cbr/\u003e              Carrie Cox is the owner of Florian's florists and also the owner of Peggy and Audrey - two homeless dogs she rescued from Greece.\u003cbr/\u003e              The dogs are waiting in the window for Cox to return and they can't hide their delight at seeing her again.\u003cbr/\u003e              But it's not just their owner they get excited to see, every customer entering the shop can expect a greeting... even if the warm welcome isn't always welcome. \u003cbr/\u003e              Cox says: \"Every now and then people are afraid, it's very few people I'm pleased to say, Brighton and Hove is a really good dog community so it's very few people. When they come in we always say we've got two dogs and these two will run and greet you which isn't probably the best if you're afraid. But if I come with you can actually - hopefully - overcome some people's fears. Some people will actually just run out of the shop, but it's very few to be honest.\"\u003cbr/\u003e              It goes without saying that driving customers away from the door is never good for a small business but on balance Cox is convinced her two dogs attract far more customers.\u003cbr/\u003e              Being a small business owner means you get control of the decisions about whether to have a dog in your shop or not.\u003cbr/\u003e              This 2nd December is Small Business Saturday, an annual campaign since 2013 that is supported by small business organisations, trade bodies, local authorities and community groups.\u003cbr/\u003e              It aims to promote small businesses in communities and celebrate some of the quality (and quirkiness!) that can be found in smaller stores.\u003cbr/\u003e              Langcaster-James says: \"Small Business Saturday is a perfect time to celebrate small businesses both the unique opportunities that it affords a small business owner, in terms of the fact they can choose to bring their dog or their children into their workplace and actually make that a part of the attraction of the business but also for the local community, it's a great way of having small businesses where you've got that homely feel and a dog in the window is just the perfect way of giving that welcoming attraction to a small shop.\"\u003cbr/\u003e              Florist Carrie Cox loves spending her working day with her dogs and says all her staff enjoy the companionship of a pet in the workplace.\u003cbr/\u003e              So how much is that doggy in the window? For small businesses they are invaluable.\u003cbr/\u003e            \u003cbr/\u003e\u003cbr/\u003e              London, UK - 28 November, 2017\u003cbr/\u003e              1. Close of Bertie the dog\u003cbr/\u003e              2. Mid of white Maltese dog Bertie sat on woman's lap at hairdresser's\u003cbr/\u003e              3. Wide low angle of hair salon\u003cbr/\u003e              4. SOUNDBITE: (English) Theresa Laird, customer, vox pop\u003cbr/\u003e              \"I come here to see Bertie anyway, even if I don't have my hair cut, so I go past and say hello to him.\"\u003cbr/\u003e              5. Various low angle exterior of Bertie walking to door and watching the street\u003cbr/\u003e              6. Close of hair\u003cbr/\u003e              7. Mid of Christel Lundqvist styling hair\u003cbr/\u003e              8. Low angle of Bertie sleeping in bag under the chair\u003cbr/\u003e              9. Close of Bertie in bag\u003cbr/\u003e              10. SOUNDBITE: (English) Christel Lundqvist, owner, Stil Salon in Notting Hill\u003cbr/\u003e              \"So his job role, if you like, is he meets and greets people. That's what he loves doing all day long. So he generally sits by the door and then when the salon is busy with clients he just walks around to each chair and he sort of gives everyone a bit of a cuddle.\"\u003cbr/\u003e              11. Close of Bertie being stroked\u003cbr/\u003e              12. SOUNDBITE: (English) Hayley Moston, customer, vox pop\u003cbr/\u003e              \"It makes for a nice atmosphere, quite comforting and homely and friendly. So it definitely adds to the experience.\"\u003cbr/\u003e              13. Close of French Bulldog Huxley\u003cbr/\u003e              14. Low angle of Aimee Madill setting up photoshoot with Huxley and book\u003cbr/\u003e              15. Close of Huxley's face\u003cbr/\u003e              16. Close of mobile phone camera\u003cbr/\u003e              17. Over the shoulder shot of Huxley being photographed\u003cbr/\u003e              18. Close of Instagram account for phloxbooks with photos of Huxley and 100s of likes\u003cbr/\u003e              19. SOUNDBITE: (English) Aimee Madill, owner of Phlox Books in Leyton\u003cbr/\u003e              \"He's a point of accessibility. If you love a dog you're going to go \"Oh look at that dog photo, oh look at that book, that dog's reading a book'. It's a lead on effect, you grab people that might not follow you purely because you're a book shop or a coffee shop or a bar. People are following you for his personality, for what he's up to, and by that, by default, they end up becoming interested in his business, where he lives, what he does and eventually walk through the door.\"\u003cbr/\u003e              20. Low angle of Aimee rearranging books with Huxley\u003cbr/\u003e              21. Mid of Anna Cardona being brought a cup of coffee in the cafe\u003cbr/\u003e              22. Close of coffee and book\u003cbr/\u003e              23. SOUNDBITE: (English) Anna Cardona, customer, vox pop\u003cbr/\u003e              \"I think if I did walk past a cafe and saw a dog I think most definitely I'm more likely to choose that cafe over its neighbouring one based on the fact there's a dog inside there, it draws me in.\"\u003cbr/\u003e              24. Low angle of Honey Langcaster-James petting Huxley\u003cbr/\u003e              25. Close of Huxley\u003cbr/\u003e              26. SOUNDBITE: (English) Honey Langcaster-James, business psychologist\u003cbr/\u003e              \"The research by American Express looking at the effects of having a pet in a small shop I think is really interesting because it confirms what we probably intuitively know is that pets are not only good for our health but they can be good for our wealth particularly if you have them in a small business environment where customers are going to be drawn in to come an interact with the dog or come in and it's a really good ice breaker.\"\u003cbr/\u003e              Brighton - 28 November, 2017\u003cbr/\u003e              27. Wide of Carrie Cox leaving van with flowers and walking to her shop\u003cbr/\u003e              28. Mid of her dogs coming to the door to greet her\u003cbr/\u003e              29. Low angle interior of Carrie entering and greeting her dogs\u003cbr/\u003e              30. Close of Carrie stroking her dog Audrey\u003cbr/\u003e              31. Mid of woman arranging flowers\u003cbr/\u003e              32. Close of painting of dog on the wall of shop\u003cbr/\u003e              33. Various of Carrie removing thorns from the roses\u003cbr/\u003e              34. Close of her dog Peggy \u003cbr/\u003e              35. SOUNDBITE: (English) Carrie Cox, owner, Florian florists in Brighton\u003cbr/\u003e              \"Every now and then people are afraid, it's very few people I'm pleased to say, Brighton and Hove is a really good dog community so it's very few people. When they come in we always say we've got two dogs and these two will run and greet you which isn't probably the best if you're afraid. But if I come with you can actually - hopefully - overcome some people's fears. Some people will actually just run out of the shop, but it's very few to be honest.\"\u003cbr/\u003e              36. Close of dog Audrey\u003cbr/\u003e              37.  SOUNDBITE: (English) Honey Langcaster-James, business psychologist\u003cbr/\u003e              \"Small Business Saturday is a perfect time to celebrate small businesses both the unique opportunities that it affords a small business owner, in terms of the fact they can choose to bring their dog or their children into their workplace and actually make that a part of the attraction of the business but also for the local community, it's a great way of having small businesses where you've got that homely feel and a dog in the window is just the perfect way of giving that welcoming attraction to a small shop.\"\u003cbr/\u003e              38. Close of Carrie Cox cuddling her dog\u003c/span\u003e\n\u003c/div\u003e\n\u003cdiv class='action-container flex justify-between'\u003e\n\u003cbutton aria-expanded='false' aria-label='Read more description' class='rp-full-description' type='button'\u003e\n\u003ci class='fai fa-solid fa-align-left'\u003e\u003c/i\u003e\n\u003cspan id='read_more'\u003eRead More\u003c/span\u003e\n\u003c/button\u003e\n\u003cdiv class='rp-report'\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv aria-labelledby='resource-details-heading' class='rp-info-section'\u003e\n\u003ch2 class='title' id='resource-details-heading'\u003eResource Details\u003c/h2\u003e\n\u003cdiv class='rp-resource-details clearfix'\u003e\n\u003cdiv class='detail'\u003e\n\u003cdl\u003e\n\u003cdt\u003eCurator Rating\u003c/dt\u003e\n\u003cdd\u003e\u003cspan class=\"star-rating\" aria-label=\"3.5 out of 5 stars\" role=\"img\"\u003e\u003ci class=\"fa-solid fa-star text-action\" aria-hidden=\"true\"\u003e\u003c/i\u003e\u003ci 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type='button'\u003e\n\u003cspan\u003eShow Less\u003c/span\u003e\n\u003ci aria-hidden='true' class='fa-solid fa-caret-up ml5'\u003e\u003c/i\u003e\n\u003c/button\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv aria-labelledby='educator-ratings-heading' class='rp-info-section'\u003e\n\u003ch2 class='title sr-only' id='educator-ratings-heading'\u003eEducator Ratings\u003c/h2\u003e\n\u003cdiv id=\"educator-ratings-root\"\u003e\u003c/div\u003e\u003cdiv id=\"all-educator-ratings-root\"\u003e\u003c/div\u003e\u003cdiv id=\"educator-rating-form-root\"\u003e\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv class='rp-resource'\u003e\n\u003cdiv aria-label='Show resource details' class='rp-show-info' role='button' tabindex='0'\u003e\n\u003ci class='fai fa-solid fa-align-left'\u003e\u003c/i\u003e\nShow resource details\n\u003c/div\u003e\n\u003cdiv aria-label='Video player' class='player' id='player-wrapper' role='region'\u003e\n\u003cdiv class='relative container mx-auto' id='lp-boclips-visitor-thumbnail'\u003e\n\u003ca class=\"block\" data-html=\"true\" data-placement=\"bottom\" data-trigger=\"click\" data-content=\"\u003cdiv class=\u0026quot;text-center py-2\u0026quot;\u003e\u003ca class=\u0026quot;bold\u0026quot; href=\u0026quot;/auth/users/sign_in\u0026quot;\u003eSign in\u003c/a\u003e or \u003ca class=\u0026quot;bold text-danger\u0026quot; data-posthog-event=\u0026quot;Signup: LP Signup Activity\u0026quot; data-posthog-location=\u0026quot;body_link_boclips\u0026quot; data-remote=\u0026quot;true\u0026quot; href=\u0026quot;/subscription/new\u0026quot;\u003eJoin Now\u003c/a\u003e\u003c/div\u003e\" data-title=\"Get Full Access\" data-container=\"body\" rel=\"popover\" tabindex=\"0\" aria-label=\"Play video: Dogs drum up big business\" href=\"/subscription/new\"\u003e\u003cimg class=\"resource-img img-thumbnail img-responsive z-10 lp-boclips-thumbnail w-full h-full lozad\" alt=\"Dogs drum up big business\" title=\"Dogs drum up big business\" onError=\"handleImageNotLoadedError(this)\" data-default-image=\"https://static.lp.lexp.cloud/images/attachment_defaults/resource/large/missing.png\" data-src=\"https://static.lp.lexp.cloud/images/attachment_defaults/resource/large/missing.png\" width=\"315\" height=\"220\" src=\"data:image/png;base64,R0lGODlhAQABAAD/ACwAAAAAAQABAAACADs\" /\u003e\n\u003cspan aria-hidden='true' class='flex justify-center items-center bg-white rounded-full w-16 h-16 absolute top-1/2 left-1/2 -mt-8 -ml-8 cursor-pointer z-0 border-2 border-primary drop-shadow-md lp-boclips-thumbnail-playBtn'\u003e\n\u003ci class='fa-solid fa-play text-primary text-3xl ml-1 drop-shadow-xl'\u003e\u003c/i\u003e\n\u003c/span\u003e\n\u003c/a\u003e\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n"}