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FrontofshopFRONTOFSHOP


How poor is our merchandising of equipment?


Ian James looks at how the merchandising of golf equipment needs improvement


Look at the two photographs below. One shows a display of Samsung technologies (phones, tablets, laptops). The other is a display of Drivers.


One increases the perceived quality, value and desirability of the


product. It looks high-tech, high-quality and high-value. One makes the product look like a short-life, disposable tool. One has a range of different signage informing and educating the shopper on the performance of the technology and how the customer can benefit, while the other talks about the price and nothing else. One retailer celebrates the latest innovations, adding excitement to the product, and presents the shopper with the new product without last


year’s or previous models. The other puts this year’s model next to last year’s and even has models alongside that are several years old. And the big ‘talking point’ is price and saving. One has an expert(s) physically with the product to further engage with


the customer and to convert a sale. The other needs you to find someone or take your choice to the cash register. When you ask about buying the Samsung tablet, the assistant tells you they’ll have a check to see if they have any leſt. And when they come back


18 SGBGOLF


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