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PowaKaddy has announced the launch of its all-new electric trolley range- FW3,5 and 7 models


FrontofshopFRONTOFSHOP


You should be using the opportunity of E-commerce


Ian James, chief executive of Retail Tribe, looks at how to use E-commerce to your advantage


Miura Golf has increased production of its Passing Point 9003 Straight Neck Iron


ClubstoHire.com open new facilities in the West of Ireland


The second caution was to avoid turning your shop


TaylorMade’s SLDR win Best Overall Score in Today’s Golfer Driver Tests


Fletcher Europe appoint Peter Bannington as regional manager for the Midlands and North Wales


products into commodities. Once a product in your shop is a commodity, then the consumer is going to use the web to find the lowest cost solution. Even if they want to buy it from you, it’s a simple query on their mobile phone to set a price target you may not be able to make a profit on. Despite those two cautions I still believe you should


engage in E-commerce. In the RetailTribe vision for a future retail world where green-grass golf professionals and golf clubs are operating successfully there is a very particular model:


I


n the last two months I have written cautionary tales about E-commerce and green-grass golf professionals.


The first caution was based around the inevitable end-


result of commodities on the web- there will be nobody between the brand and the consumer. The economics of the Internet will remove anyone who is an intermediary and therefore who isn’t offering value to the CONSUMER.


Before we damage our business we grow our business You don’t offer your standard shop products (or even


alternatives) online to golfers. You do offer high-margin products that are what we term ‘extended range’ products. These would be personalised products, tour bags, travel


bags, luggage, logo merchandise, electric trolley accessories, GPS devices, training aids, practice aids and books for example. These products represent additional sales and will not


‘compete’ with existing products in your shop. You have the chance to strengthen your business.


“You should be looking for the most economically efficient distribution model to supply customers.”


These kinds of products can enhance your business and form the basis of an effective E-commerce offering


12 SGBGOLF


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