JULY/AUGUST 2023
Volume 47, No 6
Sunday and Monday
10 – 11 September
2023
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Editor’s comment H ave you noticed more shoplifting lately? Apparently, the crime shot up by 22% in the past year, according to the Office of National Statistics, as consumers feel the pinch. Retailers, who are likewise under the financial cosh, must of course try to stem the flow of lost revenue. But inevitably, it’s not always going down well on the PR front. Facial recognition cameras watching Sports Direct’s ‘suspicious’ customers has led to accusations of Orwellian big brother style surveillance. Sainsbury’s put people’s backs up by scanning receipts after they’d used the selfservice checkouts. And M&S and the Co-op have annoyed shoppers by putting out limited numbers of high value items such as steak. There’s been criticism of Nisa for employing an AI system, linked to its CCTV cameras, which can spot suspected criminal behaviour such as customers putting product into their pockets or bags. Meanwhile, a major footwear chain’s decision to allow customers to try on just one shoe at a time has left shoppers hopping mad. Undoubtedly, the cost-of-living crisis has fuelled the rise in shoplifting. However, is the emphasis on self-service shopping also partly to blame? From high street banks to utility companies, businesses have got so good at asking customers to help themselves that some are now taking it too literally… Hopefully that’s not a problem our trade faces with its profusion of independent retailers offering personal service. When I call by a feed merchants or country store to pick up a few bits and pieces, I invariably have my dog with me because we’re on our way for a walk. When the weather is warm, I daren’t risk
FRONT COVER:
JULY/AUGUST 2023
Volume 47, No 7
The countdown has begun to BETA International, to be held 10 – 11 September 2023 at NAEC Stoneleigh PLUS next month (10/11 September). Find out in this issue of ETN how experienced retailers work the show. To register to visit, go to www.beta-int.com Sunday and Monday
SCAN ME
Main Sponsor
TO VISIT
• People and products in the news • Do you know your yeasts? AMTRA CPD feature and quiz
The leading supplier of premium materials and tools to UK equestrian industry and beyond.
Abbey England Ltd. Abbey House, Haig Rd, Knutsford WA16 8DX T: 01565 650343 | sales@abbeyengland.com | abbeyengland.com
WWW.EQUESTRIANTRADENEWS.COM
leaving her in the car even for a few minutes while I pop into a shop. Therefore, if dogs aren’t welcome in-store, I drive on by. Is there scope for stores to provide a shaded area in their car parks especially for dog owners? A bit like those extra-wide spaces reserved for supermarket customers with children... A nice touch would be to provide some water bowls and a reminder not to leave dogs in cars too long, even in the shade. Better still, let dogs come in! It’s understandable that some outlets don’t want dogs inside for various reasons. Although I was a bit surprised when a local large pet/outdoor/equestrian retailer turned out to be completely dog-unfriendly when I phoned ahead to ask. Needless to say, I won’t be shopping there. Instead, we’re driving a bit further to a branch of Pet Place where dogs are made to feel special – resulting in me happily spending far too much! When show jumpers go to the gym and dressage riders have nutritional advice, I was shocked to see an endurance rider smoking while on a horse. Not only that but, when she’d finished puffing, she flicked the fag end into the road. Not good for equestrian sport’s image with the public we’re all supposed to be safeguarding… and a terrible fire risk in a bone-dry countryside. I’ve written to the relevant governing body.
In this issue...
NEWS
What’s been happening in the industry
PRODUCT NEWS
What’s new on the market
BENCH SADDLER OF THE MONTH Meet this month’s winner
IN THE HOT SEAT
With Dave Wright of Platinum Agencies
STAY SAFE
Products that protect
AMTRA ACCREDITED RAMA CPD How well do you know yeasts?
BETA INTERNATIONAL 2023 PREVIEW Why these retailers always visit the show
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FEEDING VETERAN HORSES
Food for Thought: Feeding the Veteran Horse 32 Product gallery 34
BETTER BUSINESS
Boost your creative thinking
PEOPLE
Who’s new, who’s moved
EUROPEAN PRODUCT DISTRIBUTION Who’s got Euro-vision?
BEDDING AND STABLE EQUIPMENT FEATURE Keeping stabled horses happy Product gallery
RETAILER PROFILE Yes, we’ve all got to do our bit for the environment… but what does that mean exactly? It’s to be hoped that when companies ‘do the right thing’, it isn’t just a box-ticking exercise to boost their corporate social responsibility rating. The owner of a waste management company told me ages ago that absolutely everything is recyclable – it’s the cost of doing so that’s the issue. It’s likely that government agencies and consumer groups are going to get tougher over marketing claims for products. When items are said to be ‘environmentally friendly’, ‘recyclable’ and ‘sustainable’, proof and explanations will be required. Just because a firm wants to be seen to be ‘doing the right thing’ doesn’t mean to say it is doing it. And those consumers who care will become increasingly savvy about who is, and who isn’t.
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Galloping Ahead Saddlery
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TURN BACK THE PAGES
What ETN was reporting five, ten, 20 and 30 years ago 48
SOCIAL MEDIA MATTERS When consistency counts
49
Liz Benwell Liz Benwell
EQUESTRIAN TRADE NEWS JULY/AUGUST 2023 | 3
ETN | BETA INTERNATIONAL 2023 PREVIEW
“If you don’t go, you’ll never know…” Retailers tell ETN why they’ll be visiting BETA International - and how they work the show.
“A
second pair of eyes is always useful,” says regular BETA International visitor David Griffiths from Zoar’s Ark. It’s why at least two people from this Neath, Port Talbot based retailer will be heading for NAEC Stoneleigh for this year’s show on 10/11 September. “We always go to BETA,” adds David, “we usually do two days and stay over in a hotel.” With an equestrian store, pet superstore and garden centre to buy for, the Zoar’s Ark team attends with open minds. “We go to pick up anything new and exciting… we’re always looking for the next big thing,” David says. “It’s sometimes the
quirky things from new suppliers; if you hit the right one, you can do a lot of good with them. “If you make the effort to go, you see things before others who don’t. If you don’t go, you’ll never know!” David’s plan for a visit to BETA International revolves around making appointments with leading suppliers. He and his team also build in plenty of time to browse the show as they hunt for that elusive ‘next big thing’.
“BETA International has had to adapt and evolve as the industry has changed,” says the managing director of the Totnes, Devon based retailer. “Gone are the days when you did all your buying there. Nowadays, it’s all about the networking and meeting people.” Ben welcomes this new direction, however. “BETA International is good because it brings people together, puts faces to names. It gives you whatever therapy you need… even if it’s just the chance to have a good moan to others [in the industry].” “IT GIVES YOU WHATEVER “If we didn’t get out to meet people, THERAPY YOU NEED…” A visit is all about meeting people, according we’d all be staring at lists of numbers or screens…but BETA International has a good to Ben Tuff from Redpost Equestrian.
30 | EQUESTRIAN TRADE NEWS JULY/AUGUST 2023
WWW.EQUESTRIANTRADENEWS.COM
BETA INTERNATIONAL 2023 PREVIEW | ETN
Maurice Emtage, owner of Colne Saddlery, and his team are regular BETA International visitors.
of between four and six to the show in September. “It’s good for the purchasing team to go and meet suppliers,” adds Ben. “They work hard but I think they enjoy the day out too.” get-together vibe about it.” Ben does most of his deal brokering after the show, but a visit often triggers those transactions. “Last year we found a handful of products we might not have stumbled across otherwise. And we’ve definitely dealt with a couple of new suppliers we met there.” Surprisingly, given his keenness to meet people, Ben advocates not making too many appointments ahead of a visit to BETA International. “To get the most out of it, you need to make sure you get round the whole place. So I’d say don’t make too many appointments – if you do, you’ll always end up running late - but leave yourself free to have a good look round. “In the run up, every supplier wants you to book a time. With the majority, we don’t, and we’ve not suffered because of it. You can still find people to talk to while going round the stands and come back later if they’re already in a meeting.” Ben prefers to leave detailed discussions until after the show, and names technology such as Teams and Zoom as a gamechanger in this respect. The unique opportunity to meet people and see products in real time means Redpost Equestrian will be sending a team
WWW.EQUESTRIANTRADENEWS.COM
MY THREE INGREDIENTS FOR A SUCCESSFUL BUYING TRIP
Colne Saddlery found its Christmas bestseller at last year’s BETA International. Needless to say, a return visit is definitely in the Gloucester retailer’s diary for 10/11 September, 2023. While the business’s owner Maurice Emtage usually ‘does’ both days at the show, assistant manager Abigail Houghton and at least one other team member will also be going this year. “It’s all so interesting and useful to see so many different things, especially after Covid when we didn’t see any people or new products in the flesh,” says Abigail. “You find so many different options that you wouldn’t otherwise think of… Last year, we picked up some LED beanies and headbands which were a big hit for us at Christmas. We wouldn’t have found them if we hadn’t gone to BETA. “You can only see so much on social media and you need unusual products that draw people into the shop. At the moment, customers want useful but not too expensive [products].” As a registered animal medicines advisor (RAMA/SQP), Abigail says a series of seminars is “another good reason to go to BETA.”
“Attending a few talks in one place means I can get more AMTRA points [the CPD needed to retain the RAMA/SQP qualification to supply the likes of horse wormers]. “Anyway, the talks are always really interesting; I enjoy the ones on marketing and business as well.” Abigail’s top tip for first-time visitors to BETA International is to be sure to take three vital ingredients - a pen, paper and bottle of water. “We make notes as we go round the stands and at the talks. And it’s important to keep drinking, so you can whip out the bottle whenever you need it.” Although there is ample sit-down catering (and loos) at NAEC Stoneleigh, Abigail prefers to “keep going to make the most of the day.”
EQUESTRIAN TRADE NEWS JULY/AUGUST 2023 | 31
ETN | SOCIAL MEDIA MATTERS Colours: Know your brand’s colours - and this includes primary, secondary and tertiary. Put the exact colour in hex colour picker at least, but depending on what you do and how you create your creative, you might also want to add a Pantone, RGB and CMYK reference. Also, explain how these colours are used. Tertiary colours will be used a whole lot less than primary, but when would you use them? Can you give examples? Layout: From your social media posts to your ads to your printed material and everything else, how do you like things to look? Where does your logo sit? Your website address? How does it look? Analyse what you do and write instructions for each element - also include visual examples of what’s right and wrong. Images: What images do you want to associate with your brand? Are there any absolute no-nos, such as a rider who isn’t wearing a hat or a horse that’s overbent? Spend some time looking out examples to illustrate the point, so if a member of your team is looking on Canva for a background image for something, they know what not to use. Filters: Filters or edits can transform an image, and if consistency isn’t maintained here, it can create a really jarring and disconnected result. If you use a specific filter, say what it is. If you use a preset to edit images, write this information down. Graphics: Graphics can be a great way to illustrate a point, but the range of styles across the graphics available is vast, so be clear. What style aligns with your brand - are you more into line drawings? Realistic graphics or cartoon style? It doesn’t matter what you pick but be consistent. These little details might not change your business overnight, but tightening up what you do to ensure consistency and promote professionalism should be seen as an incremental gain.
About the author: Rhea Freeman is an award-winning PR adviser and social media expert who is a Meta Certified Lead Trainer and accredited #SheMeansBusiness trainer. She runs a webinar series with BETA which includes free sessions for BETA members and paid for sessions that are open to members and non-BETA members, although BETA members enjoy preferential rates. Find out more by contacting the BETA office.
Coming soon
in ETN…
OCTOBER ISSUE • SUPPLEMENTS AND FEED BALANCERS – WHAT TO STOCK • CHRISTMAS IS COMING – GREAT GIFT IDEAS • WINTER CARE – GET READY FOR WINTER WITH USEFUL PRODUCTS FOR SEASONAL ISSUES PLUS THE FIRST AID KIT • WORKING DOGS
Editorial submissions by 23rd August 2023 to editor@equestriantradenews.com. For more information, contact Abi Cannon on tel 01428 601028 Evie Edgar on tel 01428 601031 email etn@djmurphy.co.uk
50 | EQUESTRIAN TRADE NEWS JULY/AUGUST 2023
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Snowhill Trade Saddlery
Issue 26 Catalogue Out Now!
Wholesale Saddlery and Country Clothing Suppliers New In Promo Price
Rhinegold Kenya Mesh Fly Rug With Neck Cover The brand new Kenya Fly Rug is made with a robust but soft mesh. With a Detachable Neck Cover and easy touch tape loop fastenings for the rug. The topline and chest is lined with a satin feel fabric for comfort and to help prevent rubbing. Product Code: 612 Colour: White Sizes: 4’6” to 7’3”
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Pack Of 10 Haynets
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Trade Price
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