FrontofshopFRONTOFSHOP
golf
with a tablet you’re relieved and grateful and anxious to take it now. The Drivers in this photo? There’ll still be stock leſt next month and maybe the price will be lower. So how should you merchandise
golf equipment? What can you learn (do’s and don’ts) from these two displays? If you’re a PGA Professional with a Pro Shop, what additional signage can you add to increase the value of the product to the golfer? What more can you do to bring the product and its benefits to life for the golfer? What can you add around the product to re-enforce the value of its innovation? Off-course golf retailers exist
almost entirely because on-course we haven’t done a good enough job of merchandising what we sell, when it comes to golf equipment. On-course you sell ‘better golf’, a combination of: equipment; your swing and technical expertise; and a professional fitting. On-course you’re always there to help the customer. It’s not a one-off transaction. You have a long-term commitment to your golfer’s game. The value you represent to the golfer is a better result. Look around your shop and golf club. Is that message evident, especially at your merchandising point for equipment?
Unfortunately, too many on-
course shops merchandise equipment like mini-me off-course retailers. Together with the high- street we have created a situation where our golfers don’t update their equipment oſten enough, especially in the face of the innovation and improvements available. Look in the bags of your golfers.
What percentage are carrying fairway woods over 3 years old? What percentage are over 8 years old? Check the age of their putters. Look at the grooves on their wedges. Now ask to see the mobile phone
those golfers are using. I wonder what percentage are over 3 years old? Who is going to make up the majority of the first week’s customers for the Apple iPhone 6? Yes, it’s Apple iPhone 5 users. When the new higher loſt, low
bounce wedges are released by Cleveland, how are you going to get every better player who plays Cleveland to look at the new wedge and to try it with a little lob over a bunker to a tight-pin? Or are you going to put them in a display, add a ‘buy 2 wedges and get 1 free promotion’, and hope that Cleveland don’t launch a new wedge for 2 years?
Visit
www.retailtribe.com/bettergolf to read about ‘better golf’ as a merchandising strategy for golf equipment.
FOR ANY OF THE ABOVE ADVERTS PLEASE CONTACT ANDREW BOLTON AT GOLF TRADE UK:
TEL: 01404 881141 EMAIL:
ANDREW@GOLFTRADEUK.COM WWW.GOLFTRADEUK.COM
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