Brightpearl’s Lightning 50 E-Commerce Growth Hacking podcast, hosted by Caroline Baldwin, gets under the hood of highly successful e-commerce brands to discover the key technologies they are using to power growth.
In our latest episode, we chatted with Redpost Equestrian, a leading online supplier of equestrian goods that launched way back in 1992 and has since experienced impressive organic growth online as a family-run, Devon-based brand.
During the podcast the brand’s Director, Ben Tuff, dived into how the business achieved 73% growth in the last year, despite wavering post-pandemic demand and supply chain issues. He revealed the unconventional tech tools (Trello!) that have been used to drive growth and what it means to be ranked in 22nd place on Brightpearl’s 2022 Lightning 50 league table of the fastest growing online brands in the UK.
Here are some of the highlights from the transcript…
- “We used to think being based down in the depths of Devon was a barrier to growth because of logistics and staffing and things like that. But actually it’s become one of our big strengths because we can get our heads down, focus on what we are doing, and not get dragged down by focusing on our competitors all the time. But ranking in the Lightning 50 is like reading a bit of positive customer feedback – it really makes all our hard work and late nights worth it.”
- “Black Friday is a big part of our calendar. We tend to focus on genuine big savings on a small amount of products. They really drive traffic to our site and customers then tend to add other things to their basket to benefit from free delivery.”
- “Trello has been a key technology for us. It allows us to track tasks linked to everything from the warehouse and shop to marketing. We have various boards and everyone can give feedback and work with each other. Google Analytics has been key, too. It helps us identify what we’re getting right, what we’re getting wrong and helps track progress and quickly resolve issues. We’ve also been developing custom apps to track things like picking.”
- “We talk a lot about the metaverse and how that is going to play into customers’ shopping journeys. For us I think the future involves customers being able to ‘try on’ equipment on their horse and themselves. Last year we launched our own shopping app and we’ve just finished a complete overhaul of that – so there’s a few things in the pipeline.
- “In any business, whilst it may seem sort of glossy from the outside, there’s a lot going on internally and a lot of fast moving parts. So when something like Brightpearl’s Lightning 50 comes along, it really helps you to sit back and reflect, which is probably something not many of us do enough of.”
Want to hear more of what Ben had to say? Catch up with the full episode, and subscribe to upcoming ones, here.