Country & Stable

Riding To 78% Revenue Growth

Country & Stable, a UK-based equestrian apparel and equipment ecommerce retailer, engaged Media Frenzy Global to establish a stronger brand in the U.S. and provide more strategic marketing to increase traffic, customers, and revenue.

Objectives

 

    • Establish a distinctive brand character and identity for Country & Stable

 

  • Help drive more site visits, merchandise turns, and total revenue
The Solution

First, MFG identified the core audiences for Country & Stable: competitive riders and patrons of riders. Researching these groups, MFG uncovered the appetite among these groups for educational information about riding and horse care, as well as their appreciation that theirs is as much a lifestyle as a sport . These studies also confirmed MFG’s sense that the British roots of Country & Stable were a leverageable characteristic of the company to the U.S. market.

MFG formulated a Brand Vision that captured the British-ness of Country & Stable through elements like tone of voice and the warmth of the imagery, rather than clichés. The tagline—”The very best for horse and rider”— positions the company as a global leader.

MFG infused a new website design with that same brand character. Imagery captured the lifestyle as well as the merchandise, and gave everything a feeling of modern British country life. All copy content struck the same tone. MFG also devised and produced the first of a continuing series of educational videos hosted by the riding staff of Country & Stable. These further make the U.S. website a destination for serious riders, as well as an expression of the brand.

The Results

Launched just before Black Friday, 2019, the new Country & Stable U.S. website increased customers and transactions during the crucial weeks before Christmas. And, in the new year, growth accelerated over 40% compared to the year prior. Subscriptions to its monthly newsletter increased 50% in the first eight weeks. Post holidays—in the spring of 2020—the new site boasted a 116% quarterly increase in orders, 118% more customers, and revenues up 78%.

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