FIELDREPORT
STOCK AROUND THE
CLOCK
American Golf has just implemented a new iPad in-store ordering programme across the UK. Is this the ultimate solution to the 'out of stock' dilemma for retailers?
Y
our route to personal retail enlightenment in golf is a simple one: you confidently order stock based on
your expertise, sell it, replenish and maintain a successful rotation of merchandise. But no matter how successfully you
implement this strategy (or how big or small your sales operation is) there will inevitably be a golfer standing in front of you at some point, with hard cash burning a hole in his pocket, desperate for a size 9 shoe in a specific brand and that exact colour - and you don't have it on your shelves. So what's the outcome in your shop? The
customer waits until your next scheduled delivery (highly unlikely); he accepts your suggestion of an alternative make and model (probably not); he trundles off home, fires up the PC and purchases from someone else (very likely). But that situation has just been addressed
head-on in spectacular fashion by American Golf, who have implemented an iPad ordering programme in every one of its 104 stores, allowing staff to find, order and organise delivery for customers for products that aren't in store. It's a quantum leap forward in enhancing the retail experience and the roll-out began last
year, when 10 stores participated in a small scale trial. The new system was developed in- house and was deliberately easy for staff to use. Customers reacted well to it. Sales increased across all the trial stores, so the full scale roll-out was initiated in April. AG's IT department created a remote training
scheme that every member of staff had to complete and with such a large-scale implementation, it was important that the training was cost effective, easy to participate in and didn't take staff off the shop floor for too long. It's already working well,
store they can order a particular polo for delivery the next day." Developing the system in house and
managing it via its own wireless network also gives AG complete control over every aspect of the order. In a retail world currently experiencing the phenomenal growth of click- and-collect retailing, fuelled largely by customer demand for instant gratification, this is vital.
“But that situation has just been addressed head-on in
with income generated from orders using the iPad in store exceeding all expectations and increasing week on week. Explains Daniel Gathercole, head of marketing: "The system was created with the consumer in mind. We never want a customer to leave our store unhappy just because, for instance, we didn’t have a size 7 shoe in stock. "Extending our range also makes us very
appealing for customers who have specific tastes, in clothing, for example. Even if it’s not in
spectacular fashion by American Golf, who have implemented an iPad ordering programme in every one of its 104 stores”
"It means we can react to any problems much
quicker than companies who rely on external suppliers," added Gathercole. There are added advantages too. Walk-in
store customers using the system are willingly parting with personal data, becoming much
4 SGBGOLF
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