W&E; Today provides retailers and manufacturers with education and ideas that provoke innovation in the Western and English markets.
Issue link: http://wetoday.epubxp.com/i/235944
oday, many others have followed Van Grunsven's lead — crossing over into other equestrian disciplines as a way to develop themselves and their horses; whether it be dressage riders picking up reining or Western riders learning dressage (the Western Dressage Association of America was founded in 2010 to embrace this growing trend). Add to this, the explosive growth of both endurance riding and working equitation, and it's clear that riders are seeking new ways to enjoy spending time with their horses. What this means for both manufacturers and retailers is increased opportunities to sell more to your best customers — those who already know you and have an afnity for your store and products. While the particulars of this trend may vary based on geography, customer preferences and demographics, it remains a proftable proposition all the same. As Kerri Kent, president of Kerrits, points out, "In the lifelong career of someone who loves horses, you change. You try new things based on time, interests and income. I used to jump and event. Now, I don't have the time to get my horse or myself in that kind of condition, so today I call myself the 'happy hacker.' No matter what, I continue to look for ways to enjoy time with my horse." If you're wondering whether simply selling more to the same customers can help you grow and thrive, consider Ben Franklin's age-old idiom, "a bird in the hand is worth two in the bush," which just happens to be supported by plenty of new-fangled research. Gartner Group reports that 80 percent of your company's future revenue will come from 20 percent of your existing customers. Or, when viewed from the expense side of the balance sheet, studies prove that attracting a new customer costs fve times more than keeping an existing one. So when you stick to your knitting and work to enhance the value, service and experience you provide to your very best customers, you will reap big rewards. T At every event she attends, Ellen DiBella, secretary of the Western Dressage Association, spends time tracking and watching the demographics and behaviors of her new association's participants. "Te vast majority of our riders are women, from 45 to 60 years old," DiBella says. "Tey are afuent, welleducated and focused on the welfare of horses." DiBella points out that while they may be lifelong riders, many of the participants have never shown or competed. Consequently, she says, "Tey need advice on everything from tack and attire to ftting the saddle and grooming their horses." Because they are new to competition, they want to do all their homework in advance and be turned out perfectly, so the only thing they have to worry about in the arena is their ride. DiBella stresses that while many may be novice competitors, they are experienced consumers. Retailers can expect tough questions and discerning attitudes. Suzanne Gwyn, store manager for Charlotte's Saddlery in Houston, has noticed a growing trend on the opposite end of the spectrum. "I've worked with a fair amount of customers who used to ride hunter-jumper. As they've aged, they have chosen instead to pick up equitation, endurance or trail riding," Gwyn says. Tis group's operative word is "comfort," and they're looking for performance fabrics that are designed for weather conditions in areas where they live. In the case of Gwyn's customers, they want fabrics that wick away moisture and perspiration. Tey also appreciate Identify promising prospects. the fashion-ability of today's riding apparel. "Tey are apt to keep their riding tights and top on and throw on a pair of Weatherbeeta River boots as they stop by the grocery store on the way home from their ride," says Gwyn. Riders who are just taking up a discipline are hungry for information and your store should be one of their primary sources. "I mean, face it. We tack shops basically have the same stuf," remarks Gwyn. "You just have to be the one who sells it better." Many tack and riding shops are fortunate to have experienced riders on staf. If your store does, be sure to make this fact abundantly clear to your customers. Many stores even post photos of their staf along with short bios that detail their areas of riding expertise and passion. Olson's Tack Shop in Bellevue, Wash., does an excellent job of introducing customers to their employees and their varied equestrian pursuits on the store website. Te unspoken message being, "We have the experts you need, whatever your riding discipline." You can even borrow an idea made famous at wine shops and bookstores by posting employee recommendations for favored products on shelves alongside merchandise. Cite knowledge and tips gleaned from blogs or clip articles from magazines and post these items as well. become an information hub. When it comes to customers' buying decisions, studies show that people appreciate having choices, but can easily become overwhelmed with too many options. Like Goldilocks, customers want something that's not too cold, nor too hot, but that ideal product that's just right! Julie Mickler, CEO of Bob Micklers in Lexington, Ky., says, "We take the time to really listen to our customers and fnd out what they are looking for. We get at their intent for the products and how hard they intend to train. Don't be too quick to judge or pigeonhole a customer's needs based on their experience level though. Even though someone is just getting into a discipline, they may want the very best." Carefully listen to your customers, ask questions and then explain the features and benefts as well as the trade-ofs in various price points. Tis way, you are helping your customers make sideby-side comparisons that will ultimately help them hone in on the right product for their needs. listen, then advise. Kerrits' Kent says her company provides complete "riding solutions" for its customers. "We start with the bottoms, be it performance-specifc tights or breeches in a certain color, fabric and weight. Ten we build on it by ofering complementary tops, jackets, scarves and gloves," Kent explains. "Everything is designed to work together from a performance standpoint as well as visually, from the fabric, color to styling." Kerrits' design philosophy not only benefts the rider, but also the retailer who gains add-on sales when customers fnd everything they need in one location. Save your customers time and efort by merchandising these products adjacent to each other on the sales foor. Another strategy that will add to your bottom line and help add-on and bundle up . JANUARY 2014 39