Viewfromtheindustry
Standing out from the crowd
Sandy Catford of GoKart Electric Golf explains why off ering something diff erent from the norm can tip the balance in electric trolley sales
Y
ou can understand golfers becoming confused at the sea of choice available when it comes to electric trolleys - one of the most
crowded sectors in the market. Before launching GoKart in 2007, one thing that struck us was the ‘sameness’ of all electric trolleys, so we set out to produce a trolley that stood out from the crowd, in terms of design and marketing. It was a bold decision, and involved using new materials in a completely new application, but now, fi ve years down the line, it’s proven and selling extremely well. We’ve continued to make the trolley here in the UK, at our own factory in Canterbury, Kent. At fi rst we just sold direct to golfers, but recently we’ve
taken the step to sell through the trade too. We see this as the way forward. GoKart looks great in the shops – its folded size is really intriguing and gets customers asking questions, and the moulded, modern look of the trolley makes it stand out from the more usual tubular frames. The price tag (from £259) also makes it hard to ignore.
One thing we’ve learnt to do very well in our years of trading direct is to spoil our customers to bits. Pros won’t fi nd better back up anywhere in the business. Pros can also get the benefi t of this when they make a shop sale – we’ll still provide the after-sales service to the customer. Again, it sets us apart. We’re fi nding that the best way of selling is to have a GoKart in the shop on display, and to order trolleys for specifi c customer needs with delivery on the next working day. The display model we suggest is a fairly monochrome version of the GoKart – but fi ve other colours are
A BREAK FROM THE NORM: the GoKart electric trolley and bag
available, with complementing golf bags and a full range of accessories. So without having to stock too much, a pro can supply anything that’s ordered super-quick. Even when a shop stocks other trolley brands, the GoKart is selling well alongside them – in fact that’s when the product advantages really stand out. So while a lot of companies claim to be diff erent, we really are on every level; the product, the service and the attention to detail for the customer. We’re really enjoying working with pros, and early feedback from them is that GoKart is a profi table addition to their business. Don’t expect us to be like
everyone else.
www.gokart.co.uk/trade
www.miasportstechnology.com The V1 Pro golf analysis software is now available with the Sony Action Cam, which can capture 120 frames per second, allowing for ‘super-fluid’ motion capture. The Sony Action Cam supports the V1 Golf App, which allows users to record and trim swing videos, with slow-motion segments and step- by-step playback.
www.callawaygolf.com In the merry-go-round of Tour players and equipment endorsements, one of the most notable moves for the 2013 season has been from Japan’s Ryo Ishikawa (pictured). The 21-year- old golfer has moved from Yonex to Callaway, and he will be playing Callaway clubs including the Razr Fit Xtreme driver, Odyssey putters, and wearing Callaway clothing and footwear from head to toe.
www.mdgolf.co.uk MD Golf has appointed Grahame Jenkins as international general manager, and it has also appointed Optimus Sports as its new distributor in Singapore and the Philippines.
www.vpar.com VPAR Live Golf Scoring is running the VPAR Invitational mini golf tournament for club pros to coincide with the 2013 PGA Merchandise Show in Orlando. The event is being staged at the Pirate Cove mini golf course and will be broadcast through VPAR’s social media channels.
20 SGBGOLF
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