Let’s face it, a tack shop customer is not going to buy a saddle, bridle, show coat, or grooming supplies every day. Some items you carry they will only buy once or at most a few times in a lifetime. Your challenge is to maximize the items that do sell frequently AND to diversify your offerings into items that are more frequently purchased.
Many of you do this with impulse items – human snacks and drinks, but the problem with these are that the margins are slim. You are not likely to pay your rent or mortgage off candy, chips and soda. You need to consider your categories and build on them with items that can be purchased every day.
If you sell riding apparel, consider adding some every day options into the mix. Think about adding a basic t-shirt program like the Gap or J. Crew. Choose 2-3 styles in 3 to five colors plus black and white each to start. I’d suggest a cotton/poly blend and styles and colors that co-ordinate with your britches and can be worn for schooling. A second category to consider is exercise-wear. Adding a great yoga pant, a good running shirt, a water resistant hoodie into the mix allows you to offer appropriate schooling, gym and everyday attire. Because these pieces are familiar and are easily worn across various activities, customers are likely to buy them frequently. Why not at your store while they are there?
If you are considering testing this option, make sure to buy enough product and variety to make a statement on your floor. Show the customer how to mix and match everyday items with riding attire, using mannequins with outfitted fixtures nearby. A good place for a test shop is to the left of your entrance.
Everyday apparel will sell at a higher margin than snacks and drinks and offer your customer time saving convenience. As you learn what they buy and find out what else they would like, you can teak your offerings and build a reputation as an every day destination, not just a once in a while stop along the way.
ONO offers several tools to help you understand your store, your customer, your products and the experience you offer starting at $99. Contact us today. firstname.lastname@example.org
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