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

What separates a thriving tack shop from one that's slowly losing customers?

In this episode of the Equine Business Edge Podcast, Jamie Birch sits down with Zelina Coffey, founder of Right Track Consulting Services in the United Kingdom. With more than 30 years of experience spanning equine retail, feed manufacturers, veterinary sales, and business consulting, Zelina shares practical strategies that help tack shops strengthen customer relationships, improve staff performance, and compete in an increasingly online world.

From customer experience and leadership to inventory management and employee training, this conversation is filled with actionable ideas that apply not only to tack shops, but to any horse professional looking to build a stronger business.

In This Episode

• Why the customer experience begins the moment someone walks through the door
• The biggest differences between successful and struggling tack shops
• How Click & Collect is helping retailers compete with online shopping
• Why understanding your customers is more important than stocking more products
• Building employee confidence through coaching instead of criticism
• Using personality profiles to become a better leader
• How to overcome resistance to change in your business
• Why relationships still outperform transactions in the horse industry
• The role AI can—and can't—play in equine retail

Timestamps

00:00 Welcome & introductions

02:30 Zelina's journey into the equine industry

07:20 Starting a business and overcoming imposter syndrome

14:15 Understanding what customers actually want

16:40 What separates thriving 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 5

7:50 The impact of AI on equine retail

59:10 Where to connect with Zelina

About Zelina Coffey

Zelina Coffey is the founder of Right Track Consulting Services, where she helps tack shops, equestrian retailers, and animal health businesses improve customer service, leadership, sales, communication, and long-term profitability. Drawing on more than three decades of industry experience, she provides consulting, coaching, training, and business audits for equine businesses around the world.

🌐 Website: www.ritetrackconsultingservices.co.uk

💼 LinkedIn: https://www.linkedin.com/in/zelina-coffey-9490a2157/

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