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GoKart ready for trade
Viewfromtheindustry Taking a stand
Ian Wright, managing director of SDI, a creative point-of- sale and retail display company, considers how smaller golf brands can gain greater presence in the pro shop
With a retail landscape varying from small club shops to vast retail outlets, smaller golf manufacturers not only have to stand out against a sea of major industry players when considering point-of-sale and retail displays, but they must also create an impact in the limited space available in pro shops.
Time to take a stand! Brands should forget the shelves or wall-mounted racking and get onto the shop floor by investing in attention-grabbing, freestanding display units. Tall, narrow units are sympathetic to the limited floor space common in pro shops, and can help secure space in prominent footfall locations.
GRABBING ATTENTION: Ian Wright, managing director of SDI, specialises in helping brands make a big impact in a small space
“Brands should forget the shelves or wall-mounted racking and get onto the shop floor by investing in attention- grabbing, freestanding display units”
G
oKart, the electric trolley brand that has sold direct to consumers until now, has announced a new trade sales
scheme. The GoKart brand was launched in 2007, and its move to the
trade coincides with an upgrade to its GoKart Automatic trolley (pictured), featuring a new dark colour scheme, offset by polished High White wheels. Custom colour options are also available. GoKart is promising partnering professionals support in the
form of instructional videos, brochures and a range of distinctive POS display options. “The GoKart has established a great reputation for reliability,
but providing aſter-sales service is important when selling electric golf trolleys,” says Chris Catford, GoKart director. “GoKart can deal directly with all customers, taking this potentially time- consuming service away from the shop, leaving the pro free to concentrate on selling. “We’ve been keen to make this move for some time, but now
that GoKart has grown to its current size, we have the buying power that enables a retail price offering great value, combined with a trade price to make it worthwhile for the shops.” The GoKart Automatic retails at £299, and trade prices are
available on application.
www.gokart.co.uk/trade
8 SGBGOLF
The stand reflects the brand Point-of-sale displays should reflect all aspects of the brand, so it makes sense to present high quality golf equipment on quality, robust and sturdy units. Semi- permanent metal freestanding display units not only look better, but they are more durable to customer wear and tear, ensuring products are presented in a consistently high quality manner. Scrimping on this area of
promotion sends a negative message to both customers and retailers. Retailers oen take a favourable view towards high quality displays, and customers are more likely to favour well- presented products that are easily accessible for them to hold.
SDI creates, constructs and installs point-of-purchase, point-of-sale and retail displays for some of the best known retailers in the UK, including Tesco, M&S and Sainsbury’s.
Tell your story and tell it well Typically, club shops are oen overcrowded spaces, and as brands only have a moment to catch the eye of the customer, it’s vital they set themselves apart straightaway. The key is to keep it simple and concise. By sticking to a core message and telling it in the most compelling way, smaller brands can contend with a sea of in-store rivals. Traditionally, retailers give
prime space to the bigger brands, which dominate the market. However, investing in point-of-sale displays can help smaller brands gain leverage, increase brand awareness and drive sales. This, in turn, justifies to retailers that smaller brands should be given a larger space allocation in the future.
www.sdidisplays.co.uk
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