Why Retail Matters, continued....
ergy and eff ort in sourcing the world for qual- ity products, off ering a depth and breadth of product lines. In the internet age, she has seen trendy trump quality. She recognizes that she is not going to be able to pre- dict trendy, order it and get it into stock before the trend has faded. So, she rede- fi ned her business models. For her primary retail stores, she has
narrowed the focus of her riding apparel, off ering fewer lines that are consistent performers. But she has also expand- ed her product lines, today carrying a women’s clothing section – non-riding clothes.
Michelle took a diff erent approach, and about a year ago, T e Mill elimi- nated riding equipment and apparel, and instead focused on their equine care products. “We are fi rst and foremost a feed store,” she explains, “and so that is just a more natural fi t for us.
Getting Social By now, most tack stores have some
ing whack-a-mole. (When it comes to promo- tions, most Equiery clients have found that it is more eff ective for them to tap into T e Equiery’s
Book signings, art shows, you name it. And then the stores use social media to promote their social events. For example, the Surrey – which has always fostered a social at- mosphere by with refreshments, this year hosted several Margarita Madness Days, with raffl es and prizes. For the summer months, Hope
launched “Sundays in Butler,” a farmers market and craft fair in a tree-shaded lot near her store, as a way to increase the sale of her new line of women’s clothing. “People will drive miles for a tomato, but not for a clothing sale!” Has it worked? Are sales up? “Oh yeah,” replies Hope. “It’s been amazing.”
Redefi ning Business Models Customers waiting in line for fecal counts and hay anal-
ysis. Originally a feed store, The Mill had expanded into tack, riding equipment and apparel. As retail changes, however, savvy business owners adapt, and The Mill de- cided that it was time to return to their roots, to focus on core strengths of feed and horse health products.
sort of presence on social media, pri- marily Facebook. T e challenge for most is trying to keep the content fresh. Coping with Facebook’s ever-changing algorithms makes many business owners feel like they are play-
Facebook following.) But “social” also means good ol’ fashion so- cial gatherings in real life…after all, tack stores have done this well already for over a century!
Mutual Loyalty – There’s An App For That
T e Surrey’s Lyne Morgan is excited about a new loyalty-program smart phone app called FiveStars, specifi cally designed to encourage young digital- natives to shop local, which she hopes to launch this fall after completing the integration process with the Surrey’s ex-
isting software. Whether they are the low-tech card that gets hole-punched to the sophisticated app-driven
continued...
Equiery Holiday Gift Ad Special Perfect for Artists, Authors, Craſt s People, and Giſt ware Vendors
Package Deal Book Your Ad for the November & December Issues • 15% Off Display Ad Space Rate • 50% Off Color Upgrade • Inclusion in 2 Holiday Shopping Eblasts
Deadline: October 10th Bonus
50% Off All Photo Classifi ed Ads Plus Free Instant Upgrade ($60 value for only $25)
1-800-244-9580
www.equiery.com
82 | THE EQUIERY | OCTOBER 2017
Jennifer Webster •
jennifer.webster@equiery.com Tracy McKenna •
tracy.mckenna@
equiery.com
800-244-9580 |
www.equiery.com
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76 |
Page 77 |
Page 78 |
Page 79 |
Page 80 |
Page 81 |
Page 82 |
Page 83 |
Page 84 |
Page 85 |
Page 86 |
Page 87 |
Page 88 |
Page 89 |
Page 90 |
Page 91 |
Page 92 |
Page 93 |
Page 94 |
Page 95 |
Page 96 |
Page 97 |
Page 98 |
Page 99 |
Page 100
