PRIME PET SHOP REGISTRATION
This is the first public information on the
pet shop software program for instant point-of-sale AKC Registration, inventory
management, puppy returns, puppy mill suppliers, etc.
AKC’s super-secret Puppy Registration & Inventory Management Extranet (PRIME) pet
store software is “designed to add puppies to inventory, view puppy information, and sell and return puppies.”
Like a giant wind tunnel, the new AKC software sucks in pet shop registrations
and turns the numbers into $$$.
When the Delegates rebelled against AKC’s contract with Petland in
2006, TheDogPress cautioned against complacency, predicting that another
financial alliance between the American Kennel Club, pet shops and puppy mills
was in fact, not off the table.
PRIME was copyrighted in early 2009.
The cost (paid to an outside firm) must have been staggering. Development
quietly took place despite the fancy's complete rejection of pet shops and
retail sales. Dedicated dog breeders immediately rebelled because PRIME
robs the buyer and the puppy from knowledgeable, caring support.
The pet shop doesn't care about that puppy "after the sale". Neither does
the puppy mill breeder and obviously, neither does AKC, "the dog's champion".
A win-win for all, except the ignorant buyer and the helpless puppy.
Unable to find any mention of PRIME
on the AKC website, this editor called David Roberts, VP in charge of Registration.
As in the past, he cordially refused to answer any
questions without the approval of AKC President, Dennis Sprung. We called
Mr. Sprung who refused the call. We can assume
that AKC is not one bit happy that we are revealing the pet shop program. Fair
enough, TheDogPress is not happy
about exposing PRIME but
our readers expect and deserve the facts.
Following those phone calls, opportunity to justify or
further explain PRIME was offered to the AKC President and the
Registration Dept. Vice President as follows:
We would prefer to include a response from AKC along with
information on the program. Everyone is painfully aware of the drop
in registration income and speaking for myself and our readers, we
want AKC to continue as the nation’s number one registry. We can
report the news but providing rationale for the program would be
better done by your offices.
1. Was PRIME developed before or after the Petland contract fell
2. Is it currently in effect?
3. Is the software or service available for show breeders?
4. Can any HVB or pet shop access and use it?
5. Where is the PRIME program published on the AKC website?
We received this emailed response from David Roberts, Monday, 12/28/09
Your questions refer to an internal business matter. Because of the competitive nature of our business, we are unable to provide you with confidential information regarding this, or any other business process.
VP Registration Services
American Kennel Club
Therefore, as a duty to our subscribers, we
complete AKC program "What PRIME Does For Pet Shops & Puppy Mills"
ref #1 and how
it works. The software is designed to "manage inventory" (puppy
mill puppies) and capture the registration market by point-of-sale
registration at time of purchase. This also
adds the buyer's
information to AKC's database for follow-up marketing to that person. A very good
Contrary to the Delegates vote in 2006, full breeding AKC
registration can be purchased at the store. If not purchased at the
time of sale, buyers receive a “Simplified AKC Dog
Registration Application” for a flat fee of $29.95 which may
be submitted online or by mail.
Pet shop customers
have 21 days in which to return the puppy and that too is easily
handled through the PRIME program.
Gone is the breeder
commitment to a new puppy. Gone is the traditional breeder
support. The sales-enhancing return policy will lead to unnecessary stress,
mismanage, and/or abuse of puppies.
We were unable to determine what happens when a puppy is registered and
named at the store. If returned, does it keep the name “Bowser” or
is the next owner allowed to re-name the dog?
Is that why, after
200 years of maintaining a Stud Book, AKC recently announced that new owners can change a dog's
name - for a fee. Was AKC's new name-change service an inventive solution for complications of PRIME
Non-registered breeding stock. “Dogs
can also be added to the general inventory by the AKC based on the
AKC’s assessment of the dog’s pedigree.” The store has only
to fax pedigrees (plural) for non-AKC dogs and the AKC staff will
determine if such dogs are eligible for AKC registration within two
business days. Now that’s service! Eligible dogs will then
be automatically uploaded to the inventory. More on the
implications of registering non-AKC litters later.
The puppy’s microchip number and/or store
number can also be added. It appears that microchips are inserted by puppy mill
employees at a very young age. That way there’s no need to keep
puppies in litter lots while they are trucked across country. Properly
inserted microchips make it possible to I.D. breed and
ascertain pedigrees from mass-breeding operations. Or so they say.
The buyer’s information is entered into PRIME online,
all of which provides a permanent record of who bought what,
including the transaction amount which was previously unknown to AKC. We assume
the buyer's private info is adequately protected and not shared with any other agencies
or marketing companies. (that silly belief in privacy protection was in January
2010. No one is that naive in 2018)
TheDogPress understands that the American Kennel Club has always
registered puppy mill puppies, and why that must be so. We do not
however, accept the purported AKC financial crisis as an excuse for
actively seeking to corner the "High Volume Breeders" market, AKC's new acronym
for puppy mills. If AKC
were to do as other large corporations have done, i.e. cut
their Presidential Salaries
ref #2, stop discounting to puppy mills while
raising fees for show breeders and clubs, and most of all, promote
the concept of buying a well-bred purebred puppy from a show breeder, the
American Kennel Club could continue to show a very profitable bottom line.
It is reasonable to assume that many of
the dedicated show/hobby breeders whom AKC lovingly describes as it's "core constituency" will
desert the pack. Perhaps that is the goal. The American Kennel Club
doesn't need us. Our dedication to genetics, health, and breed type has
become only window dressing.
TheDogPress is not proud to have
uncovered and released this news. We sought
counsel and struggled with tarnishing the symbol of purebred dogs.
This was our decision and if you care about quality
purebreds and the future of the sport, stay tuned, there’s more to
The New AKC
ref #3 appears to have been sent in 2009. It was addressed to “valued breeders” announcing special offers, assistance with “registration
paperwork and pedigrees of dogs that are currently not registered
the AKC”, “breeder education/support at seminars and on-site
visits" and other inducements for high volume breeders such as “registration
coupons” and assistance “with the DNA costs.”
Show and hobby breeders did not receive
The New AKC letter. Show and hobby breeders did not receive the cut
rate invitation letter." No, of course not, only Puppy Mills, re-named
by AKC as "Commercial Breeders" got those incentivizing letters.
What PRIME Does For Pet Shops & Puppy Mills
(be patient - huge file, with images)
ref #2 Presidential Salaries
eye-opener ref #3 The New AKC
copy of AKC's letter to puppy mills
ref #4 Cut Rate Invitation Letter
and don't miss YOUR comments in
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