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Why Retail Matters, continued....


programs for smart phones, most retail stores these days off er some sort of program. Loyalty programs in particular appeal to mil- lennials, according to Entrepreneur, who “prefer higher-value rebates over instant discounts.” 69 percent of millennials belong to a retail loyalty program, and 70 percent of those are happy with their programs.


Meanwhile, John has merged the concept of loy- alty programs with Face- book.


As anyone who uses Face- book for business knows, Facebook engineers are constantly changing the algorithms that determine what pops up in newsfeeds. Originally, once you clicked on “like” or “follow,” you au- tomatically received posts in your feed from that entity. Not so anymore! As we go to press, Facebook’s current algorithms will only send posts to your feed if you actually, routinely visit that other entity’s Facebook page. If you have not seen a post in a while from someone, go visit their Facebook page. Let’s call that the “Facebook Loyalty Al-


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Beginner Clinics Adults & Teens: May 6  June 24  Sept 2  Oct 28 Children’s Polo Clinics: June 3  July 15


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 OCTOBER 2017 | THE EQUIERY | 83


gorithm,” or FLA. So, John has merged FLA with his own


loyalty program, off ering specials and sales exclusively for Bit of Britain Facebook follow- ers – which helps to ensure that his followers routinely check his page.


Punch the Savings Stablemates in Mt. Airy, has found that the low-tech loyalty


program still works. This punch card, now full, is ready to be used.


What’s Old Is New


Lyne has seen a renewed interest in con- signed items and is doing a brisk business in them. She launched T e Surrey Attic Facebook


page in honor of the original store’s famed con- signment area. She has also discovered a new niche: estate sales! Whether due to downsiz- ing or departing this mortal coil, Lyne is fi nd- ing herself the custodian of entire tack rooms, which is making life easier for families and ex- ecutors, and seems to be good for business. Hope has also successfully branched out into consignment sales, opening up locations that specialize just in consignment. T is fall she is experimenting with a roving “pop-up” con- signment business, spinning off a retail con- cept known as “seasonal sales model.” You’ve seen them. T ose empty stores in the mall that will fi ll with costumes just for Halloween, or Christmas decorations just for two months? And then the store is once again vacant? T is is similar, but Hope is melding the traveling road-show (renting out an event venue such as a country fair grounds or local fi re hall), swap meet (you can bring your horse to try out con- signed saddles), involving some charities (ap- pealing to the millennials’ mantra to be socially responsible shoppers) and throwing in a party on top (like a rave). T e fi rst event is after this issue goes to press.


Where will retail be in 2027? Check back with us in 10 years!





Private Lessons Weekly Practices Tournaments Clinics


Located in Charles Town, WV near MD, VA, DC


mountainviewpolo.com


910188-170517


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