April 4, 2007, 12:00 AM

The web channel continues to gallop at Dover Saddlery

The horsy set apparently likes shopping online. In 2006 web sales for Dover Saddlery Inc., a specialty retailer and the largest direct marketer of equestrian products, grew by 40.9% while total sales rose by 16.6%.

Bill Briggs

Senior Editor

The horsy set apparently likes shopping online.

In 2006 web sales for Dover Saddlery Inc., a specialty retailer and the largest direct marketer of equestrian products, grew by 40.9% while total sales rose by 16.6%.

For the year Dover Saddlery, No. 304 in the Internet Retailer Top 500 Guide, posted e-commerce revenue of $21 million vs. $14.9 million in 2005. Overall the retailer in 2006 had net income of $1.39 million on revenue of $73.04 million vs. net income of $826,000 on total sales of $62.65 million in 2005.

“Our web sites feature our entire product offering and enable us to better market to our customers and visitors by allowing different pages to be automatically shown to different types of individuals,” the company says in its recently filed annual report. “This allows us to segment visitors into smaller, targeted groups, which in turn increases conversion rates.”

Overall the web represented 29% of total revenue in 2006.

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