SHOPPING
Savvy
shopping Here trend are five will b s that shopp ing we b e tak eliev ing o by s u torm r ind e u this year stry ...
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Buying local
“Hyper-locality” is big news this summer. Products sold based on seasonality and availability creates uniqueness and increased “shopper desire” to get something now, while it is available. Some companies are reportedly even meeting a client in-store, and then delivering items to them the same day. (Currently the nearest that most equestrian stores come to this business model is multiple-weekly deliveries to a designated area, carrying items like feed and bedding; although it is possible that a personal delivery service could be a useful “unique selling point” utilised by more enterprising retailers.) Hyper-locality is a great way to support local, small and medium-sized producers, and farmers’ markets are the obvious example.
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Matchy matchy
Yes, colour-coordinating saddle cloths, head-collars, bandages, ear bonnets and protective boots for horses and ponies are definitely still popular! Originally all the rage with young people, coordinating your look is now extremely popular with adult horse owners too. If it also makes us feel more confident and happier in our riding, then why not?
3
Feeling fashionable
Summer fashion in 2018 is set to embrace tweed patterns, tassels, sequins and primary colours
within its ranges. But if you aren’t one for changing your look regularly at the whim of fashion trends, why not look to accessories to update your style? Tassled handbags, sparkly evening shoes and bold, statement scarves will definitely help you look the part, with a knowing nod to current trends.
4
Customisation of riding wear
Do you want Ostrich-leathertopped riding boots, a diamante riding hat or a hand-embroidered cantle on your saddle? Many brands are offering this option now, and it is a lovely way to add your own style to items that are predominantly similar in their appearance.
5
Alfresco activities
Despite our chilly spring, the Great British Summer is set to be very nice for us, meaning many of us will be spending lots of time outside. So a big trend for summer 2018 is set to be the sales of garden furniture, barbecues and garden accessories! Outdoor entertaining will see many of us move the entertaining of friends and family outside, with dedicated areas for comfy furniture, fire pits and barbecues. This set-up can easily work for livery yards, offering horse owners the chance to unwind and spend quality time together, perhaps with a drink from the fridge in a comfy chair.
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The w we sh ay op
N
one of us can have failed to notice that the WAY we shop has changed. Fortunately, a great many of our “bricks and mortar” countryside and equestrian retail outlets are thriving; shopping in store not only offers the chance to ask an expert, feel a product and look at a range, but also to interact with a human! That friendly face and informal chat can be so beneficial. However, in general, the marketplace is changing, with digital technologies leading the way and offering companies that retail directly online to consumers great benefits. Here are six trends in retail that none of us will miss this summer:
Streamlined services You know how ordering something, even online, can be a bit of a chore? PROMOTION
V-Bandz
V-Bandz uses innovative design to create highly visible garments to improve the safety of both horse and rider on the road. The high-viz horse bib above is designed to catch the attention of oncoming drivers and features a dummy camera lens along with the warning: ‘Safety camera in use’ to give the impression of filming. The horse bib will be coming to the market soon at www.v-bandz.co.uk where the rest of our range is also available to view and purchase.
Well, industry experts predict that autorenewals will increase in the near future, along with one-tap purchases (already very popular using payment services like Paypal, and also utilised by some retailers). This streamlining of the shopping process is set to save us time, and also take out what marketers consider to be the “pain” of shopping for things we know we will need in the future, e.g. regular, repeat purchases. (Today’s in-home digital assistants or “voice control systems” can of course help us place the order!) In the animal-care sector, this model has already started to flourish – a new nutrition company is, for example, offering fresh, home-cooked dog food that’s delivered regularly to pet owners. While some equine supplement manufacturers are already using subscription services over a specified duration, the business model has seemingly not been embraced by the equine feed manufacturers. Although equine nutritional needs change over the course of a year, there is surely still a window of opportunity here, particularly for the auto-purchase of forage-based products?
Chatbot Report found that the “majority of consumers are aware of what a chatbot is (57%), and over a third (35%) want to see more companies using chatbots to answer their questions”. If you’re a retailer, an example of how these devices could work for your store is advising a customer on “Messenger” of their expected delivery date, e.g. if they have an existing order, or contacting a previous customer with news of newly stocked items. Sales can even be made directly within apps and social media platforms, allowing for even easier service!
Augmented reality There are also many opportunities for augmented reality, within retail – for example, some furniture stores are reportedly using AR technology (via phone apps) to show customers how a sofa may look in their room, while glasses manufacturers can show a customer how a frame matches their face. In our sector, this would work well in terms of “matchy matchy” coloured accessories sets for horses, or competition outfits based on our body shape.
Niche stores Chatbots We’ve probably all seen those chatbots that pop up to assist us with an online purchase; they’re very popular, so if you’re a retailer and haven’t delved into this area of customer service, maybe it is worth a try! Ubisend’s 2017
The equestrian trade industry recently reported that physical niche stores could definitely succeed further, in today’s competitive marketplace – for example, a dressage tack shop at a training centre, or a pop-up tack shop selling eventing products at a hunter trials event. It’s a captive market!
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SHOPPING
Customisation A further niche that is set to continue to succeed is customisation – from pet tags and dog coats, to picture-mugs, photo-books and customised gifts. If you’re a retailer, a good way to create new lines is to ask customers what they would like – a new dog breed added to a line of greetings cards? Or another breed of horse added to a homeware range, perhaps?
Getting connected Companies “linking together” will undoubtedly continue to grow and, in turn, aid customer shopping service. As an example, a leading flat-pack furniture manufacturer has now linked with local service providers who can assemble the items – and within our industry, a similar business model is emerging, with some equestrian manufacturers already working with influencers and “ambassadors” who can become experts and salespeople for niche products. This could also work well with equine trainers, animal nutritionists and even animal therapists, working with manufacturers and retailers of relevant products, for example.
Cool Equestrian
PROMOTION
Inject your own sense of style into your riding gear with Cool Equestrian. For Horses is a very stylish Italian equestrian company who have created a beautiful line in equestrian clothing and you’ll certainly turn heads in the competition ring with their Stella competition shirt. The fabric has a stretch to it so it moves with you as you ride and it is UV protective for those sunny days. The lace horses’ heads are simply stunning on the rider’s back and the shirt is finished off with an Italian flag button on the back
and sparkles on the arm. A must-have for this season as you will be exclusive! The Stella shirt is also available in Navy. RRP £90 from coolequestrian.com For everyday style that’s a little bit different, the Kingsland Shallotte ladies’ cotton polo shirt with pretty frill on the collar is very distinguished and a steal at £47 – it’s also available in Navy and Black. The Pikeur Premium Selia gilet in Salmon is beautifully tailored with a feminine shape and will brighten up all the sensible navy in your wardrobe. It is also available in Military and both have beautiful rose gold zips. RRP £149.95. Pikuer is a brand that you can rely on for quality and style and the rest of the premium collection is available online at coolequestrian.co.uk
Safety camera in use Horse Bib Coming to the market very soon
Bib attaches to ‘D’ rings of saddle and has a dummy camera lens
Visit www.v-bandz.co.uk for more info SHOPPING – Your Horse & Country Magazine SUMMER 2018 | 31
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Equestrian Inspired Leather www.grayscountrygifts.com
Grays 1/2 PageRef.18074.indd 1
OWN THE WEATHER
06/04/2018 15:36
FA M OUS BRA ND S AT GREAT VA LU E AT CHA RL IES
Shop 24/7 or find your local store at
www.charliesdirect.co.uk Visit us In-Store in: Aberystwyth (Parc-Y-Llyn), Carmarthen, Shrewsbury, Queensferry & Welshpool 32 | SUMMER 2018 Your Horse & Country Magazine – SHOPPING YHC18 Summer 124 Pages.indd 32
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Made entirely… Naturally
Quote
‘YHC18’ for 15% discount
The finest quality leather bags and accessories, combining classic designs with traditional methods. A range of beautiful bags to fit any lifestyle and exquisitely crafted from supple, smooth leather, giving them a gorgeous vintage look and every bag is unique. Most importantly they are naturally tanned, using vegetable dyes, meaning we don’t use any nasty chemicals.
info@burghleybags.co.uk Burghley Bags_pageV3.indd 1 33 YHC18 Summer 124 Pages.indd
www.burghleybags.co.uk 07519947796 Your Horse & Country Magazine SUMMER 2018 | 33 16/05/2018 22/05/2018 13:09 18:32
Competitively priced for horse and rider
Alexa J Equestrian t: 01527 875134 | m: 07480243401 / 07825916962 E-mail: alexajequestrian@outlook.com www.alexajequestrian.co.uk Unit 35, The Barns, Hewell Lane, Tardebigge, B601LP
Look good feel good with Cool Equestrian. Visit our website for our stunning seasonal collections and competition wear for horse and rider. Find our exhibition stand at an event near you!
Visit us at BBC Countryfile Live
Visit www.coolequestrian.com or call Louise on 07789 403701
ANKY®
www.katherinepartis.com 07784 501 425
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NEW SEASON
Competition Ready?
For all your country & equestrian needs this Summer
Turnouts
Equestrian Clothing
Saddle Pads & Cloths
*Terms & Conditions Apply. For further details see our website or call 0800 054 2205.
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Stocking a comprehensive range of quality branded products for the equestrian REE CARRIAGEoF ers rd on all UK
www.equinegi company.co.uk Email - sales@equinegi company.co.uk
Tel 07748 185 828
Facebook.com/equinegi
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Not only do you need an Amaze Brush you definitely deserve one! For many years, horse hair has proven to be a constant problem for horse owners across the UK, whether it be on numnahs, horse blankets, furnishings or clothes. They can be a nightmare to remove and can also cause damage to your washing machines.
The Amaze brush is the easy solution to these problems!
Ergonomically designed and simple to use, the Amaze Brush helps to bring your numnahs, horse blankets and clothing back to life by removing the hairs and pilling with ease while also maybe saving a washing machine or two. The padded surface on The Amaze Brush features thousands of little teeth that hook onto tough-to-remove hairs and pilling.
For further information or to purchase this great product. Visit us at our website www.amazebrush.com
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