Ecommerce Provides Extra Revenue Channel
In an increasingly competitive marketplace, equestrian retailers are looking for ways of getting in front of their customers more often to gain the competitive advantage.
As the world moves towards all things digital, it’s becoming more important to have an online presence. Making stock visible to customers 24 hours a day, seven days a week provides greater exposure of the brand and, in turn, more sales opportunities.
Two equestrian retailers that have managed to do this successfully are RB Equestrian and Redpost. Both were recognised at this year’s BETA Business Awards. Milton Keynes based, RB Equestrian picked up the accolade for Online/Mail Order Retailer of the year, while Devon’s Redpost was awarded runner up.
Clearly, RB and Redpost’s commitment to providing a great online experience was the driving force behind their achievements. The common denominator between the two, however, is the technology they employ; the End-to-End Cloud Retail Solution, created and supported by Citrus-Lime.
The Ecommerce software supplied to both retailers enabled them to have a polished online presence that was described by judges as: “exemplary customer service, with clear, easy-to-navigate websites”.
Working closely with both retailers, developers at Citrus-Lime built websites that would enable Redpost and RB Equestrian to showcase their stores online, as well as provide the services today’s customers have come to expect.
During the website build, Redpost also underwent a review of its brand identity. The business has extended its proposition from being a pure equine retailer to that of supplying pet and country living products as well. As part of the update to its visual identity, Redpost’s colour scheme and strapline was tweaked to reflect a more modern look and feel.
But it wasn’t just the aesthetics of the websites that have proved popular with customers. RB Equestrian and Redpost’s forward-thinking commitment to the rise in Click & Collect’s popularity opened up a new service stream, allowing customers the convenience and simplicity of being able to choose when they collect their items. It also encourages greater footfall to the physical store.
Research has shown that 85% of customers who come in to store to collect items, spend more whilst there, proving Click & Collect to be an exceptionally useful sales tool. This was something both RB Equestrian and Redpost wanted to capitalise on and, as the technology is already integrated in to Citrus-Lime’s Ecommerce Solution, it was ready for them to take advantage of.
Conversely, a fast, accurate and slick delivery service was required for customers where coming to store is not convenient or possible. This was fulfilled by the Courier Integration Module which takes care of the despatch element of the retail process. The software integrates with all the major service providers and up to 200 orders per person can be shipped in a single day.
Citrus-Lime has worked with both retailers for a number of years and from a success perspective, the benefits of a long-term relationship have clearly paid dividends. The partnerships continue to flourish.
Citrus-Lime has been retained by Redpost and RB Equestrian to maintain and refine both websites as each business evolves and grows. In addition, both retailers employ Citrus-Lime to manage their Google Shopping campaigns, a strategy which is bearing significant fruit.
Moving forward, the future looks bright for both Redpost and RB Equestrian. While they have never lost sight of the value and importance of the physical store, they have recognised the benefits an online offer presents. Ecommerce is only part of the mix, but it’s a growing part and one that everyone would be wise to get on board with if they are to survive and thrive.