I am a fan of shopping in-person at any local tack shop. When I travel, I seek them out and see what people are buying in that area of the country. I also like to fondle the leather (ok, I may have a teensy problem, haha), try things on, and have a chat with the people running things. All over the US, local tack shops have been struggling. By implementing some or all of these ideas, it’s possible to compete.
A few years ago, I heard the same story over and over while talking with vendors and shop owners at AETA to see what was new this season.
“We are losing our shirts to Amazon.”
“People come in to be measured and then take photos and buy online.”
“I don’t know what to do with my shop anymore to get sales.”
Sound familiar? Don’t lose faith. There ARE ways to fight and win your business back. Some of these tactics may require working with someone who can show you the ropes with some new technology or add some writing expertise, but you can adapt and win if you implement the tactics below.
These are really a starting point and I’m hoping that once you begin thinking about these, you’ll come up with even more ideas as you go along. I’ve given you SO MANY ideas in just this article alone!
Focus on building your social media marketing
Every day, I see shops fighting on social media to stay present and keep people excited about visiting and shopping with them. Staying visible to your area shoppers (and beyond) is key to letting them know you have new inventory, are excited about what you are doing (excitement is contagious), and have the experience to help them. There are differences in how people use social platforms on a yearly basis, and if you are still focused on Facebook, but not TikTok, you are missing valuable eyes on your message and products.
Email marketing is still alive and well
Business bloggers love to pronounce email DOA; however, this is untrue. If you look at trends and the ways that people prefer to have information delivered, you can still benefit from your database. A key point here: YOUR database. Buying or renting lists of people that you are cold emailing is not going to be worth the effort. Keep your messages targeted at your customer base for the most bang for the buck. If you are in Canada, UK, or the EU, then more stringent rules apply that you had better be aware of before going in this direction.
Email management systems now allow you to create sub-lists that connect into your newsletter, create workflows to track interests in particular offerings, checkout management for digital products and more.
Free shipping and tracking should be a given today
For many people, getting products in hand fast is the key to success. You can just as easily drop ship to a tack room or office as the big guys can. If your distributors can’t do this, figure out how to charge for shipping overnight and stock some handy boxes so you can do a run at the end of the day past the FedEx drop point.
Shop online and pick up in-store
This strategy is popular for shops that track inventory status online, as people can get immediate gratification whenever they have time to shop from their cellphone and pick up their order the same day. Perfect for centers where there is a larger population of busy riders hauling in and out. Things happen. A halter breaks, saw a saddle you liked, crashed and need a new helmet asap are all good reasons to offer this option to buyers
Pick up in store is better than overnight shipping (free for everyone) and better for you, as people have to set foot in your shop to pick up and may snap up something additional. Don’t have a newer website that can offer e-commerce? Maybe your site needs an overhaul anyway, and this is the opportune time to get it done.
Make sure older riders are visibly represented in your store
Right now, women over 40 have the most spending power in their history, time to ride, and willingness to spend their cash on their ponies. They are done raising kids and are ready to enjoy their hard-earned me time. Consider stocking figure-friendly riding brands, no-chafe undies, trendy sun blocker styles, and sun hats. There are brands out there that are NON-low rise, well-made, and offer great value. Wide-calf tall boots (for gals that work out) and glam helmets are a plus. Non-melt makeup or lip gloss that doesn’t attract horsehair (Seriously, does that exist??) – bonus.
Be present (and visible) at equestrian events
You don’t need to invest in a custom van or trailer, but everyone loses a bat, needs to try on a larger-sized coat, or forgets their spur straps at some point. Frequently, I find vendors carry things that I haven’t seen online or are of better quality. Last year, my stock tie was not working, and I needed a last-minute replacement to be able to breathe. The new one was miles nicer than my old one, and I went into the ring with more confidence (and didn’t pass out).
Are you a sponsoring vendor? If this fits your budget, you can wring out even more visibility. There is a LOT of downtime during a show. People love to wander, pick up a new stock tie and pin, fun tee or thoughtful trainer gift.
Offer better customer service than your competition
This is a stretch in many places, sadly. How many stores have you walked into where the people behind the counter didn’t bother to acknowledge you? Or had no idea how to answer your questions? Train your staff (if you have them). Remind people that you have valuable expertise in specialty fitting for tall boots and helmets. Bring in and advertise a professional saddle fitter – unload those used saddles stacking up at the same time.
Do you offer blanket cleaning and repairs? Can you mend tack or send it out for repair locally? Do you know the rules and regulations for embroidering on FEI-level dressage pads?
Do you have a bit/bridle fitter that can help?
Have a reasonable return policy.
Offer holiday shopping support to husbands who understand that the tack needs to be in the stockings, but have no clue what to buy.
Seriously, I could go on and on here.
Clean up the shelves
Nobody is interested in inventory that has a dust ring around it or hasn’t changed position since the last time they visited. Keep it clean and inviting.
Old stock that looks dated well past when it was on-trend? Clearance or donate that pile and move on with better things.
Get involved with your community
This sounds like an obvious one, but get involved with your local pony club, dressage association, and riding therapy barns. If you are fortunate enough to have some college or IEA teams nearby, make sure they know you are around and be willing to work with them.
The more people who know your face and what you do, the more interested people are when they are ready to shop. Eventually, they will need your help.
Become a destination shop
Big-name trainer doing a clinic in the area soon? Invite them for a Q&A hour and offer a wine and shop night with 20% off clean white pads and polos to help people look their best.
Offer a Kentucky Derby Sale, dress up, and wear a big hat. Sell cowboy boots? Offer line dancing lessons with an expert once a month. Pilates for Riders? Host a fashion show? You see where this is going. Give people more reasons to come and see you. Events are fun to plan and fun for shoppers to attend.
Summer Pony Camp kicks off with a beginner package of entry-level helmet, boots, sunshirt, or brush kit.
School team in your area? They need the uniform and appropriate show clothes.
This entire list of 10 ideas should have jump-started some great ideas to get you motivated and fired-up to compete and win. For more helpful and timely information on marketing the best retail business possible, read our blog post on improving your customer experience.
