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EQUUS conquers the global equestrian world with SHOPLINE
Discover how a brand known for its equestrian gear, apparel and accessories in the UK uses customer segmentation, analytics and other commerce-first features to meet consumer demand proactively.
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About the brand
Equus is a UK-based brand known for its selection of equestrian gear, apparel, and accessories, catering to riders of all disciplines and levels of expertise. Their meticulously designed, high-performance equipment caters to both leisure riders and competitive athletes, reaching discerning equestrians from Europe to North America and beyond.
One of Equus's key USPs lies in their fusion of elegance and technical expertise. Each piece is meticulously crafted with premium materials, combining timeless aesthetics with innovative features that enhance horse and rider comfort and performance. From anatomically shaped saddles to breathable, non-slip bridles, every detail is thoughtfully considered to personalise the riding experience for buyers, and they wanted their commerce storefront to be able to do the same.
Challenge
Main Takeaways
- Understanding and segmenting customers based on demographics, riding discipline, experience and preferences.
- Managing inventory based on historic purchase data and current trends, and forecasting demand across all customer segments.
- Streamlining operations to get real-time insights that can enhance customer satisfaction and find new business opportunities.
Equus caters to a wide audience segment owing to different disciplines and levels of expertise in riding. This requires the brand to pay close attention to not just the functionality of their products and seasonal trends, but also understanding the unique bond between the horse and the rider.
Whether it's a bespoke saddle with hand-stitched details or a bridle set in vibrant colours, Equus allows riders to express their personalities while ensuring optimal functionality. But this required the brand to be able to segment their customers effectively, understand and forecast their demands and manage the inventory accordingly to meet them.
This is when the brand started to seek an integrated commerce platform that could offer advanced customer segmentation and real-time insights, and found SHOPLINE.
Solution
Main Takeaways
- Setting up customer segmentation and real-time analytics
- Creating ‘new products’ spotlight to generate buzz and demand
- Real-time insights for inventory management
For Equus, the equestrian world isn't just about hooves and hay – it's a data-driven race for customer satisfaction.
Apart from setting up a consumer-first commerce storefront, SHOPLINE has become their trusty steed, empowering them to segment and analyse their diverse rider base, optimise inventory, and keep their virtual stable stocked with the season's hottest trends.
“ What I love most about SHOPLINE is its flexibility and dedication to our brand's needs. Switching from Shopify Plus to SHOPLINE felt like entering a whole new world—I can't imagine going back. SHOPLINE is the future of ecommerce, like stepping into the next generation.”
Steven Woods, Co-Founder, EQUUS
Setting up customer segmentation and analytics
The very first thing our commerce experts set up for Equus on SHOPLINE was real-time insights and customer segmentation.
These analytics help EQUUS segment their customers based on various parameters other than general demographics like location, age and gender, going into more industry-specific variables like riding discipline and experience.
The brand is now also able to forecast demand based on historical data and current trends, and set automatic reorder triggers for important items. This proactive approach minimises the risk of stockouts for popular items, preventing lost sales and frustrating customers.
“EQUUS stakeholders can obtain real-time insights into buying behaviour, popular products, and seasonal trends. This data empowers them to adjust inventory levels efficiently, ensuring fast-moving items remained readily available and slower movers were strategically discounted or bundled.”
Spotlighting new products for demand
With the ‘What's New’ spotlight, EQUUS is able to prominently showcase their latest collections and seasonal must-haves on the storefront.
The conversion strategy is also helping the brand keep customers engaged and excited about the new offerings, driving more demand and sales.
“This feature also facilitates the creation of limited-edition product lines, generating buzz and increasing demand for exclusive items. This not only has resulted in boosted sales but has also strengthened EQUUS's image as a trendsetter in the equestrian world.”
Result
Main Takeaways
- Improved customer segmentation
- Increase in customer engagement rate
- Increase in consumer demand
- Better inventory management
By riding the waves of customer segmentation, data-driven inventory management, and strategic product showcasing, Equus has transformed their online store into a thriving hub for equestrian enthusiasts.
Want to know more about SHOPLINE’s all-in-one feature rich commerce solution?
