Business growth through omnichannel in multiple markets
Helping a leading brand in equestrian equipment to expand its business direct to consumers while sustaining the company's long-standing network of dealers across all markets.
The Story
For two decades Unamari has been acknowledged for its premium horse-riding gear exclusively sold through resellers and distributors in multiple markets.
As markets evolve and horse riders have become savvy shoppers the owners of Unamari decided to sell direct to consumer while sustaining business relationships to its more than 1.000 resellers and distributors. The aim was to double the Unamari-business within a few years. In close collaboration we defined 4 Must Win Battles as our guiding principles for going omnichannel.
”It was eerie to make the decision of becoming an omnichannel provider of horse-riding gear – especially because we were and still are very close to all our resellers. However, competing in this market you simply need to build the brand and sales directly to the horse rider – there’s no other way.”
How we helped
Our approach was guided by four Must Win Battles:
- We help design and build a B2C digital team, analysing and prioritizing end user segments in key markets and delivered a meticulous review of key competitors.
- In somewhat contrast to B2B relationships B2C ecommerce to a wide extent competes on data; so we help build digital marketing from A-Z. This meant data on expected buying behaviour, marketing spend, product data, pricing and so on.
- Building and sustaining relationships to retailers was crucial and we help build an incentive model including marketing assets offered to retailers (most of them also have a web shop) that would make Unamari attractive and finally how sales reps was going to break the news of going omnichannel.
- The last must win battle was building a scalable ecommerce platform that would make shoppers want to buy riding gear and would work globally.
“Changing the organization to be truly omnichannel and having the patience it takes to grow sales to end users is really the hard thing.”
What’s next?
As sales are growing the task is to focus on customer retention while gradually getting more customers on board through organic growth.
Unamari is a part of Eldorado A/S, a family-owned company with over 20 years of experience in equestrian innovation. The company is driven by one clear mission: to craft stylish, durable, and high-performance gear that elevates every moment with your horse - whether you’re riding or spending time in the stable. Unamari is the owners, developers and designers of trusted brands like Catago, Horse Guard, and Equipage - and the official European distributor and designer of One K riding helmets.
Contact Us
René Tristan Lydiksen, PhD
Founding Partner.Board member at DK Websales. Former champion at PwC, managing director LEGO Education, chairman at Sima Innovation, and partner at Oxygen.
rtl@fellow.dk+45 53 57 57 58
Contact Us
Anders Kromann Bak
rtl@fellow.dk+45 22 96 02 05