SGBGolf_May09_p20:SGBGolf_May09_p20 30/04/2009 12:05 Page 20
Head to head
Preferential treatment
PowaKaddy has introduced a new Preferential Stockists Programme
for 2009, which sales and marketing manager Simon Homer
(pictured) hopes will be the basis for an excellent year.
He spoke to Robin Barwick
How are 2009 bookings so far? Stockists Programme basically covers the PowaKaddy and Hill Billy products,
They are fantastic actually. We have introduced the and our bag range. The programme offers retailers a quarterly rebate for
new Preferential Stockists Programme and since then we stocking our products, as long as they maintain a minimum level. It has
have had excellent results in very tough times. When a lot of gone down a storm, we have had virtually no negative feedback, and I
people are cancelling pre-bookings, we are picking up some good think it has come at the right time.
numbers and we are certainly on target. We have a very strong sales force of seven people for the UK and Ireland
Our early bookings on the lithium products, which are slightly and because of that we can obviously make regular visits to our trade
more expensive than the standard battery products, are very good partners, so we can have a minimum stock criteria and our sales guys can
and they are actually ahead of where we thought they would be, work with retailers to maintain it. This ensures retailers are not over-
so certainly there is a demand for a more stylish product that is stocking on certain items, and when consumers walk into their
easier to use. shop they will see the full range, rather than just part of the
price range.
So the new Freeway II is in demand?
It is starting to gain some energy. The trade feedback has Is the PSP for pro shops in particular?
been absolutely excellent. They love it. In black and We have three levels of package, and we wanted
white: the Freeway II to make sure we did not disadvantage retailers who
And it comes in white, which is a bit of a departure. can only hold a small minority of stock. The
The white model is going down a storm. We have looked at what has minimum level only includes three electric trolleys, a couple of bags and a
happened in other markets, such as the automotive industry, and for the few accessories, and the pro gets rewarded for that. There are some retailers
first time in 20 years we are seeing all sorts of premium sports cars available who want the best pricing but with no commitment, but I think retailers
in white, so it is really a fashionable colour. The brilliant white strikes a tune should show some commitment to manufacturers, and that is what we are
with a lot of people. It is eye-catching, it looks great in-store and it will stand asking for.
out in a product display.
What about on-line?
What are its RRPs? Online retailing is definitely here to stay. We don’t fight it like a lot of
The Freeway II starts at £449 and rises to £649 for the lithium battery, but companies do, who put up placards saying, ‘we don’t want to deal online’.
when considering prices it is important to look at what PowaKaddy offers as We work with the online customers who display our brand and products in
a group, which is a one-stop solution for our trade partners. We have push the right way.
trolleys starting upwards from £80; then we move into more exclusive
BagBoy push trolleys at £129-199; then we have the Hill Billy brand which Is the average age of the trolley user coming down?
hits a price of point of £299, which is our entry level electric trolley; then we Definitely. We have taken a lead role in this development since 2003,
move into the PowaKaddy Freeway at £349, which has been around for eight when our marketing campaigns helped to drive the average
or nine years - but we have re-styled it with new sports wheels and a lighter age down. Our marketing message was: “Serious
battery - and then we move into the new Freeway II range. players use PowaKaddy”. Trolleys are now seen as
We have the answer for all golfers who don’t want to carry bags. game improvement tools. For golfers carrying their
While we have to accept, like everyone else, that the economy is clubs who feel shattered after 16 holes – they wouldn’t
tough, there are a lot of people still playing golf and they do if they were using a trolley.
generally have more expendable income than people playing
other sports, and if we can develop technologies that What are your expectations for the rest of
offer real benefits as opposed to trying to get away 2009?
with offering just premium branding, we think we While we are not expecting to see market growth necessarily, we
have a better chance than anyone else to convince are expecting to take some market share back by supporting our
people to invest in such products retail partners much better. We have a great product base to deliver
now so we are pretty bullish.
How does the Preferential Stockists
Programme reward retailers?
We are looking for retailers to stock different www.powakaddy.com
models through the range, and in return we are not Making an www.hillbilly.co.uk
expecting a depth of stock. The Preferential entrance: Hill Billy Terrain www.bagboy.co.uk
20 SGB GOLF MAY 2009
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