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many other actions, led to Manchester CC being honoured by the New England Chapter of NGCOA as “Course of The Year.”
Exclusivity can also create excitement. We look to our partners to help us create member-only, or at resort/daily fee facilities VIP customer-only, advance previews of product launches. The afore- mentioned BallenIsles Country Club had tremendous success with member-only advance previews of the Callaway Epic line.
Saadiyat Beach Golf Club in Abu Dhabi, UAE had similar success executing member-only previews of Titleist 917 product line. Every time a new club or ball is launched, you have the opportunity to leverage that to drive new sales.
Also, don’t be afraid to bundle golf equipment with golf instruction. This is a way to be in the club business, while also driving green- grass sales. Troon North Golf Club in Scottsdale, Arizona will drive over six gure sales with experien- tial sales events and promotions that create one inclusive price point for driver and wedge clinics with their PGA Professionals, which enables guests to walk away with a custom t club.
VISUAL MERCHANDISING
AND STORE DESIGN
In many cases, a course owner may choose to devote capital to golf course renovations or restaurant upgrades. Do not forget about devoting capital to retail areas as well. Retail and retail presentation are part of your brand and speak volumes about the health of your club to members and guests.
Every golfer will be going into your shop and as such, that experience must align with your brand. Shops that are renovated the right way can result in an immediate 10% increase in retail sales.
We approach golf shop design and renovation from a capacity and product category level to ensure each shop can show the breadth of product required in an organized fashion within a limited square footage. Finishes are carefully selected to modernize a space while blending with the entire clubhouse aesthetic.
Music and technology should also be a focus to help create atmosphere, because engaging the senses is a key component to creating an emotional connection with your customer. Upbeat music playing at an impactful level can in uence guests to linger longer, purchasing more and creating a memorable experience.
“...creative thinking, as well as many other actions, led to Manchester CC being honoured by the New England Chapter of NGCOA as Course of The Year.”
Think outside the box by offering tech charging and Ipad locations. Whirlwind Golf Club in Chandler, Arizona offers a cool “Tech Bar” in the golf shop where guests can charge their devices, surf the web on Whirlwind- provided Ipads, work off their laptop or just “hang” in the golf shop discussing their game with the professional staff.
Lastly, in any retail environ- ment, be sure to implement speci c standards and practices that allow for a clean, organized and engaging story. Our merchandising philo- sophy is based in creating impactful focal points at entry points and key locations, alongside an “everything in its place” aesthetic that draws you around the shop.
RETAIL SUCCESS
Implementing one tactic may not give you an immediate uptick in retail revenues, as all of the afore- mentioned practices work together in harmony and contribute to retail success. The key is to take the holistic approach, develop the plan for your facility and most importantly, execute the plan.
Finally, having a team of associates focused on the goal and executing the plan with passion and enthusiasm will set you up for retail success.
Golf Business Canada
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Golf Business Canada