Season 1 / Episode 14

Building Better Tack Shops: Customer Experience, Leadership & Retail Growth with Zelina Coffey

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What separates a thriving tack shop from one that’s struggling to keep customers coming through the door?

In this episode of the Equine Business Edge Podcast, Jamie Birch sits down with Zelina Coffey, founder of Rite Track Consulting Services in the United Kingdom. With more than 30 years of experience in equine retail, animal health, veterinary sales, and business consulting, Zelina shares practical strategies to help tack shops improve customer service, develop stronger teams, increase sales, and compete in today’s changing retail landscape.

Whether you own a tack shop, boarding facility, training business, or any horse-related business, you’ll walk away with actionable ideas you can implement immediately.

In This Episode

  • Why first impressions determine whether customers return
  • The biggest differences between thriving and struggling tack shops
  • How Click & Collect is helping retailers compete with online shopping
  • Why understanding your customers matters more than carrying more inventory
  • Building employee confidence through coaching and leadership
  • Using personality profiles to become a better manager
  • Helping businesses embrace change without overwhelming owners
  • Why relationships still beat transactions in the horse industry
  • Where AI fits-and where it doesn’t-in equine retail

Episode Timestamps

00:00 Introduction to Zelina Coffey
02:30 Zelina’s journey into the equine industry
07:20 Starting a business and overcoming imposter syndrome
14:15 Why customer experience comes first
16:40 What separates successful tack shops from struggling ones
20:15 Inventory, profitability, and smarter retail decisions
26:00 Helping business owners embrace change
32:40 Why relationships are still the competitive advantage
35:55 Common customer service mistakes
40:00 Leadership, communication, and personality profiles
50:10 What separates exceptional employees from average ones
57:50 The impact of AI on equine retail
59:10 How to connect with Zelina

Connect with Zelina Coffey

🌐 Website: www.ritetrackconsultingservices.co.uk

💼 LinkedIn: Zelina Coffey

📘 Facebook: Equisales Solutions

📸 Instagram: @Equisales Solutions

If you’re looking to improve customer service, strengthen your team, increase sales, or build a more profitable equine retail business, connect with Zelina to learn more about her consulting, coaching, training, and business audit services.

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