Being a dog owner, and a Kitsilano resident, I consider myself to be someone who’s aware of where to go to get stuff for your dog.

And probably like many of you (if not all of you), I also enjoy being treated well – and sharing that experience with others.

And so our story goes…from the first day I introduced Gallagher to WOOF! in the Summer of 2008, I have been a happy puppy. That said, I wanted to uncover what makes WOOF! run ahead of the pack as I think they really have something going on.

To do that, I sat down with with Yuki Cripps, owner of WOOF!, to talk about a number of things pet owners, like you and me, should know, including:

1)  how they got to be who they now happen to be (and why);

2)  if there’s something different about how they treat their customers and the service they give them;

3)  what their plans are for tomorrow, next Tuesday, and five years into the future; and

4)  why people looking for a place to care for their dog or cat should be choosing WOOF!

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T&D: State your name, rank and serial number. If you don’t have one, make it up.

YC: Yuki Cripps, Top Dawg

T&D:  How (and why) did Woof! come to be?

YC: I have always been involved with animals but did not know what I wanted to “do”.  Before I started Woof!, I had many animal related “jobs” trying to find what it was that I wanted to do in life. And, after working with my friend at her specialty dog retail store and it came to me! We then started looking for a location.

My friend’s husband found our current location (1905 West 1st Avenue) and told me about it. I jumped at the opportunity and that same night, I became the owner of WOOF!

I called my marketing guru friend and sister (who don’t know each other and live 1,000km apart!) and they both came up with the name WOOF!; it was meant to be.

T&D: In simple terms, perhaps to someone who isn’t familiar with Woof! or the ‘West coast pet lifestyle’ at all, explain what Woof! does (and why they do it better than the rest).

YC: We are a boutique style dog food and grooming store. We only sell high quality dry, canned and raw food. No bi-products, no corn, no human grade. We try to have interesting, unique and practical toys and accessories.

I also try to keep on top of nutritional and training knowledge so that I can advise as needed. Our groomer has been grooming for 25 years and is known to be very gentle with the dogs.

T&D: Explain a typical day for you (and the staff) at Woof!, if there is such a thing (especially before and after London (Yuki’s first born/your first year in business).

YC: Grooming can start as early as 6 am especially during the Christmas season and Olympics! Doors open at 11am (before London, I was usually there by 9am). What happens during the day changes all the time, always unpredictable but one thing is a given, we always have our regulars pop in for a visit.

Since London was born, I have not been at the store as much I like. I have been depending on Camilla to run the store. I am starting to get back more and more as I miss the store and my regular visits!

T&D: We’ve seen a groundswell in the grooming/pet store concept over the past few years, including some serious ‘swanky’ competition on the local scene. Do you have any thoughts on this?

YC: There is no shortage of pet stores/boutiques. I think what makes one successful, are the people who run it.

We try to be knowledgeable and personable as I believe that is what brings people in. We are a neighbourhood store and our neighbours have become our friends.

T&D: Why should people consider Woof! as their pet store/groomer?

YC: We try to work with our customers and customize orders based on their needs.

T&D: How do you focus on your customer and make them feel like they’re important to you?

YC:  We try and spend as much time as we can with each person and dog. If we don’t have something readily in the store, we will do our best to help with another product or bring it in for them. Personal relationships, and after-sales service is very important (Note from T&D – I can attest to this based on a collar we purchased and returned after a few months with it because of a tear; full replacement for a brand new one!)

T&D: What have some of your criticisms been (either as an owner or as a business)? What’s changed because of it?

YC: Sometimes the groomer is very technical and we have tried to make sure that we use “everyday/laymans” terms in a practical manner rather than a technical manner.

T&D: Part of the customer experience, we think, is getting something ‘when’ you want it and ‘how’ you want it. How does Woof! satisfy this equation?

YC: We try really hard to get grooming appointments in when we can and work around timing. From a food/accessories standpoint, we try to make sure that we get our orders done in a timely manner so that our products are readily available when needed.

T&D: Describe the best and the worst customer experience with Woof! that you are aware of.

YC: BEST:I try to give practical advice on nutrition/training and when a customer comes back to thank me because my advice has helped, it just makes your day.

WORST: We get attached to our regulars and we get very emotional when we hear that they have passed. We had a regular dog that was getting groomed when our groomer found a cancerous tumour in the dog’s mouth. It started to bleed out while in the bath. The dog was rushed to the vet, and it was confirmed to be cancer and was put down a week later.

T&D: What’s your five year plan for Woof!?

YC: To have Woof! a household name in the neighbourhood!

T&D: Who has been your role model or inspiration in life and/or business?

YC: I look to many people in my life and they all seem to influence and push me in different ways.

T&D: In 30 words or less, put the following words into a cohesive sentence: yam fries, egg timer, light switch, rock n roll music.

YC: That’s a tough one…especially for someone who is sleep deprived! How about – The light switch turned on as the egg timer went off when the yam fries were cooked to rock n roll music.

T&D:Has delegating control to your employees been hard for you as an owner? What’s better/not-so-better because of it?

YC: Yes. I am a control freak but I had no choice when London came along! No one is me but they can be pretty close.

It is good to have another person’s view point and opinion as I think having another set of eyes helps you “see” things you may not have noticed; and can help you improve them.

T&D: Finally, what would you like to know of our readers (to be answered in the comments section)? Ask away!

YC: How can our store help you? Is there a product that you are looking for?

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Simple and focused on you and your pet is what I take away from WOOF!  Hope our little interview has peeled away some of the mystery behind that big yellow sign at the corner of Cypress and West 1st Ave.

darren