FrontofshopFRONTOFSHOP
You can sell a lot of drivers in August
This month Retail Tribe’s Ian James examines why ‘Driving Sales’ is a real possibility this August
In the last two editions I have talked about different ways to increase equipment sales. Two messages I hope came through were:
a) Have a schedule of
‘improvement’ activities that you perform with golfers each week. Create engagement that gives them the chance to benchmark a particular skill with you and to see the potential for improvement with a better equipment solution.
b) The brands are now running
promotions to drive sales in support of a product lifecycle they are managing. Don’t fight it. Exploit these promotions (which are almost always supplier funded) to create retail theatre. Both of these approaches move golfers to the point where they ‘engage’ with you and a product. That’s a very important step on the journey to the point where you can make a sale.
Remember the Retail Marketing Model You may have read before about a retail marketing model that is used
by all brands and retailers. Your business is no different and you should be very comfortable with this retail theory. We need to first inspire golfers to want to learn about, or trial, a new
piece of golf equipment. We want them to come into your shop and engage with you and the product. If they can understand and experience the benefits of the product to them, then it is easier for you to then convert the golfer into a customer. Do a good job of matching and fitting the new equipment to the golfer and it is then far easier for you, and the brand, to retain them as a customer. The brand promotions inspire those looking for a deal to want to come
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and pick the product off the shelf and think about a purchase. The improvement activities or skills challenges give you the chance to inspire a golfer to want to improve. Both move you to the ‘engage’ stage in this model. Your job as a retailer is to think of ways to inspire more golfers to want to engage with you each week.
What about new Product? This month will see a lot of media noise around the new PING G30 range,
with most retailers getting the product very early in August. Traditionally, a brand invests in that media coverage to try and create
product awareness and to drive golfers into your shops to pick up and feel the new product. The sales reps will be trying to schedule demo days at
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