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Improvement and Promotion retailing strengthens your business


This month Retail Tribe’s Ian James advocates green-grass professionals selling golf equipment should exploit an improvement inspired purchasing cycle


you create at the facility, focus on directing the golfer’s attention to areas where they can improve their performance with better golf equipment. A golfer buying an improvement


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offers you a better chance of protecting your sales margin and charging for your expertise. In the modern retail world though,


consumers are always looking for deals. The Internet has made it easier for golfers to search out the lowest price. Possibly a recent evolution in the behaviour of the major brands, which many retailers see as a threat, is in fact an opportunity!


The shortened product lifecycle with promotions Some of the larger brands now


have a very short and aggressive product lifecycle which they dictate through national advertising with


8 SGBGOLF


strongly advocate that all green-grass professionals selling golf equipment exploit an ‘improvement inspired purchasing cycle’. Both through your marketing content and the activities and engagements


national promotions. A new driver arrives with lots of awards and advertising exposure; it’s in your shop for just a few months (sometimes even less) and the fi st national promotion appears. Sometimes it’s a free hybrid or fairway wood with the driver. A little


while on, there’s a price adjustment in response to competitive pressure. Within the same year there’s a close out. We can make our thoughts on


this lifecycle known but I’m afraid it’s a tide we cannot stop. More and more brands will behave this way and more and more brands will run national sales rather than marketing campaigns. You have to evolve your retail thinking to exploit this new environment.


These promotions offer you retail theatre My advice is to get behind these promotions. Work closely with the brand and their representative. Most are able to support these promotions with trade deals that offer you some protection.


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