Dana Springfield, VP of promoting at Dover Saddlery, shares how the retailer’s pivot within the arrival of the pandemic led to a sturdy and profitable gross sales method that targeted on digital gifting.
One of many greatest classes Dover Saddlery has realized all through its 45 years in enterprise is that there isn’t a ‘one measurement matches all strategy’ in relation to delighting and servicing our clients.
As the most important equestrian omnichannel retailer in america, it’s crucial that it offers one of the best retail expertise by providing the precise merchandise, on the proper time, via the precise channels partnered with world-class customer support from educated equestrian product advisors.
This philosophy, which has guided its advertising technique all through the years, has been vital to success all through the COVID-19 pandemic. Regardless of the challenges of 2020, Dover Saddlery carried out a technique for private and present buying that has enabled us to develop our e-commerce enterprise whereas sustaining excessive ranges of buyer satisfaction.
A fast pivot
Like many different retailers, Dover Saddlery was considerably impacted by the pandemic. The model needed to shortly pivot when confronted with the disruption and problem as a way to guarantee clients had what they wanted to care for his or her horses.
Since March, all 33 of its shops nationwide have supplied curbside pick-up along with our web site, which has all the time enabled e-commerce.
Recognizing that curbside pick-up wasn’t supreme for purchasers who haven’t got entry to certainly one of our retail shops and that many riders depend upon our merchandise for horse well being and to supply high quality tools, the model quickly modified its technique to focus prominently on its e-commerce platform. Because of this, it has been capable of meet clients’ wants and proceed to make sure their satisfaction.
Dover Saddlery clients, English Equestrian aficionados, are a loyal group who commit their lives to the game of driving and to their horses. Since caring for his or her horses and collaborating in equestrian sport is what binds their way of life and households collectively, they take delight in gifting amongst a broad number of driving attire, tack, and horse care gadgets.
Typically the gifting happens throughout main holidays, which symbolize very important gross sales alternatives for Dover Saddlery. Whereas there are gifting alternatives day by day, Mom’s Day is among the many holidays that drive a good portion of firm income. Not having a possibility to go inside a retailer to pick out the precise present or buy a present card may have led many purchasers to imagine they might not have a customized present expertise. This is the reason the shift to give attention to the model’s on-line retailer and digital gifting was so necessary.
A retailer’s e-commerce enterprise operation presents large alternative to reshape the way it engages and sells merchandise to clients however doesn’t come with out its fair proportion of challenges. Traditionally, it might have needed to stop advertising and taking on-line orders 4 days earlier than Mom’s Day to deal with the processing of digital present playing cards and product shipments. This hole created misplaced gross sales alternatives and pointed our focus to a much bigger must create a digital gifting functionality.
We, as retailers, should allow a constructive gifting expertise irrespective of the circumstances. Reward buying entails providing a novel and specialised buyer journey (distinct from self-shopping), one which considers the wants and needs of each gifters and recipients. The power to execute this imaginative and prescient efficiently ensures future income alternatives usually are not jeopardized and confirms retailers have completely happy returning clients and patrons for a lot of holidays and gifting events to return.
Retailers can discover it difficult to “do all of it” in relation to digital and customised present enablement. Oftentimes they’re compelled to decide on assembly one goal, for instance, on-time supply, as a substitute of ideally assembly a number of key advantages, resembling on-time supply, custom-made digital present playing cards and matching recipient merchandise preferences. Restricted inner assets and know-how capabilities can stop retailers from creating a present expertise administration platform themselves that will allow them to fulfill these goals concurrently.
Final Mom’s Day the Dover Saddlery group was ready. It had beforehand performed a radical market evaluation of gifting know-how suppliers who may assist handle gifting answer and allow it to attain a stronger digital gifting end result than it tends to anticipate every Mom’s Day.
Dover Saddlery labored with Loop Commerce’s Reward Expertise Administration Resolution, GiftNow, to speed up digital gifting efforts, strategy and technique, heading into the massive vacation.
Partaking an outdoor supplier that makes a speciality of gifting allowed the retailer to give attention to different vital enterprise actions stemming from the pandemic. Because of this, the times main as much as Mom’s Day appeared fairly completely different. All through the Mom’s Day’s eight-day advertising window, the retailer accentuated its capability to ship real-time digital present playing cards. Simply as necessary was Dover Saddlery’s straightforward and stress-free approach for purchasers to offer a considerate, customized present.
Dover Saddlery is happy about enabling clients to digitally present merchandise and present playing cards. This idea takes the anxiousness, disappointment, and roadblock out of giving and receiving. Digital gift-giving permits the gifter to present till the final minute and allows the recipient to customise their present by selecting their most popular shade, measurement, and supply tackle earlier than the present is shipped. All of those advantages make gifting straightforward, satisfying, and spontaneous. Digital gifting means extra clients, elevated income, and fewer returns.
Enabling clients to present in a brand new approach was a profitable method throughout Mom’s Day at Dover Saddlery. Gross sales have been up 10% in comparison with final 12 months, and it skilled a 74% soar in gifting. It’s a blueprint it would proceed to comply with for the foreseeable future.
There is no such thing as a ‘one measurement matches all’ strategy to gifting. Most of Dover Saddlery’s retail places are open once more, and clients can nonetheless create a customized present in a retailer or buy a plastic present card on the register. Nevertheless, understanding additionally they have a responsive, seamless digital gifting choice when confronted with time or journey constraints ensures clients can nonetheless meet their final goal, and the retailer can meet its as nicely.
Dana Springfield is VP of promoting at Dover Saddlery.