Retail’s Gone to the Dogs—And That’s a Good Thing

So, I was wandering around John Lewis the other day, shopping with my dog – and let me tell you, it felt like a revelation. Why? Because dogs were everywhere. And I’m not talking about just a couple of pooches lounging around—it was proper canine chaos. It’s like they’d unlocked a hidden perk of retail therapy.

Here’s the thing: John Lewis didn’t just allow dogs in—they embraced them. They changed their policy and, in doing so, made the shopping experience warmer, more inviting, and, let’s be honest, a lot more fun. No more feeling guilty about leaving your dog behind while you shop. No more rushing through the store because you’ve got a dog in the car. You get to spend more time in-store, enjoying the experience, while your dog gets to sniff around and be part of the action.

But the real game-changer? This dog-friendly approach isn’t just a John Lewis thing—it’s catching on. Across London, more shops, restaurants, and even hotels are welcoming dogs with open arms. It’s a small shift, but it’s having a big impact on how we interact with businesses.

And it’s not just about me and my dog having a good time. It’s about changing the customer experience and creating an environment where people feel more connected, comfortable, and even social. Think about it—I recently met up with some friends who were visiting from Singapore. And the first question wasn’t, “Where’s the best food?” It was “Where can we bring the dog?” We ended up at The Standard Hotel, which, as you might guess, is super dog-friendly. Not only were we looked after, but dogs were everywhere—adding to the sense of community. And that got me thinking: What if we could bring that same dog-friendly vibe into the world of competitive socialising?

I was listening to Rory Sutherland the other day, and he made a point that stuck: “If you want your marketing to hit home, throw in a picture or video of a cute animal.” Now, that might sound like a joke, but it’s actually based on something very real. It works. We’re all drawn to warm, fuzzy feelings, and there’s no easier way to create those feelings than with a happy, playful dog in the shot. Even the British Airways execs might be on board with that idea (though I doubt they’d thank me for pitching it in a big meeting).

So, here’s the thing: Why not try this in the competitive socialising space? Imagine a venue where dogs are welcome, especially during the quieter hours of the morning or early afternoon. You tap into local dog-walking groups, and you’ve got yourself a new customer base. Plus, you can market the whole thing with the cutest dogs in your ads, which might just get more people through the door. It’s a win-win for everyone.

Small changes can make a big impact. By simply opening your doors to dogs (and marketing with them), you could completely transform the customer experience, bring in new audiences, and maybe even make your space the coolest, most welcoming spot in town.

Who knew that allowing dogs could be the secret to creating a more engaging experience?