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12/03/2020

Specialty equestrian retailer streamlines digital gift shopping

Dan Berthiaume
Senior Editor, Technology
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Dover Saddlery is galloping ahead with the rollout of a digital gifting solution.

The largest equestrian omnichannel retailer in the U.S. is extending its deployment of the Loop Commerce GiftNow application on its e-commerce platform to include its sister brand Dressage Extensions. Since the outset of the COVID-19 pandemic in March 2020, Dover Saddlery has increased focus on its e-commerce platform.

As part of that digital pivot, Dover Saddlery rolled out GiftNow. The solution enables customers to purchase and give individually designed, customized and data-driven digital gifts or gift cards. Shoppers can browse the Dover Saddlery and Dressage Extensions sites and pick out an item to be sent (along with the send date) via email to the gift recipient. The recipient receives the gift in their inbox and then has the option to accept it, change the size or color, or exchange it for something different. 

All this happens before anything ships — and without alerting the gift-giver. Customers may also choose to send a digital gift card that they can personalize with a written or video message. Over the Mother's Day holiday, Dover Saddlery credited GiftNow with helping it to increase sales 10% compared to Mother’s Day 2019 and create 74% growth in gifting. 

"We are delighted with GiftNow's value to Dover Saddlery and are thrilled to extend our partnership with Loop Commerce to Dressage Extensions," said Dana Springfield, VP of marketing, Dover Saddlery. "Adding GiftNow to Dressage Extensions was easy and required minimal effort. We're looking forward to enjoying the many benefits made possible by GiftNow, including lower cart abandonment, increased incremental sales, improved customer acquisition, and reduced returns and shipping costs."

Dressage Extensions provides European-influenced products specifically for dressage horses and riders and is headquartered in Moorpark, Calif. The subsidiary of Littleton, Mass.-based Dover Saddlery operates an e-commerce site, Moorpark store, and contact center.