Page 20 - GBC summer 2018 english

KEYS TO THE PLANNING PROCESS
We utilize a proprietary inventory planning tool to the category level focusing on turns, margins and monthly sales goals. There are a number of inventory tools and services available that can help you in this arena as well. Those that focus on inventory management and are aware of margin and sales goals will set you up for success.
Let data drive decisions! Apply sound retail merchandising pract- ices in analyzing data. Often times this data is at your ngertips (i.e. in your club POS & Inventory system reporting).
Despite that, we nd this data is rarely looked at in depth. Monthly assessment and adjustments can be made to planned purchases based on sales trends (both from a category standpoint and vendor performance standpoint). This will allow you to have the right amount of product, in the correct categories, from the right vendors at the appropriate time. For private clubs, data analysis should be extended to the membership.
The combination of retail- focused membership surveys, with focus groups and meetings with retail-speci c committees, will provide valuable input that can be used to guide purchasing and sales decisions.
YOUR SALES STRATEGY
Your sales strategy will help create interest and promotional activities will help create more member retail revenue. At the same time, a full season planning calendar can assist in guiding both private and public facilities.
Creating an advance promo- tional calendar will set the entire team up for success. The advanced nature of the calendar is key. This allows time for advertising, product procurement and scheduling of vendor assistance if needed for each activity.
Sales strategies and calendaring must be unique to you and your shop. Regardless of club type or clientele, a sound strategy always includes implementing a compre- hensive advance retail promotional calendar. These calendars aid in proactively driving retail revenue, while also enhancing in-store member and guest experiences. Excitement among members is also created via promotional activity, creative retail events and pop-up shops that add variety without adding inventory.
CREATIVE SALES EVENTS
“Bring The Golf Shop To The Guest” – pop-up shops (aka trunk shows) are exceptional events to execute that help drive new retail sales.
“Bring The Golf Shop To The Guest pop-up shops (aka trunk shows) are exceptional events to execute that help drive new retail sales. “
For example, our BallenIsles Country Club, in Palm Beach Gardens, Florida executed 11 pop- up shops during their most recent season. These pop-up shops were in addition to their regular schedule of promotional events and demo days.
The “pop-up” concept was also wildly successful during BallenIsles’ renovation of their clubhouse and golf shop. The club’s temporary facilities were not located in the normal member guest traf c ow, therefore the retail team brought the golf shop to the members in creative fashion, one that engaged members and drove new retail revenues.
Another key area of opportunity is to create corporate business opportunities for members. Give your members solutions that can help them in their business life. Offer custom logo services for their business so that they order gift items, golf shirts, corporate logoed golf balls, etc. from you and your club. They support their club and utilize tools that drive their business when not at the club.
This tactic was deployed at our Manchester Country Club in Bedford, New Hampshire, in a way that truly enhanced the member experience as well as drove new revenues for the club. This example of creative thinking, as well as
20 Golf Business Canada