FrontofshopFRONTOFSHOP
The way you merchandise sets the tone of your conversation
This month Retail Tribe’s Ian James outlines the opportunity to significantly influence the way golfers think about equipment and your proposition
M
ost green-grass shops don’t exploit the opportunity with their merchandising and have a very small impact on the golfer. In the absence of a ‘communication strategy’ in their
merchandising, they leave the golfer to think about appearance and price. That’s not what you want. I think there are two merchandising options to consider that would be a
dramatic improvement over the current approaches I oſten see. One exploits the brand’s existing communication and is easier to implement. The other puts you, the PGA Professional, at the centre of the conversation, but this requires more effort on your part.
Exploiting your brand partners There is an evolution in the way product is being merchandised in
mass-market electronics stores. Initiated first by Apple, many of the manufacturers now have a store within a store concept. Samsung will have an area where you will not only find all the Samsung mobile phones, laptops, watches, screens and all the associated accessories in one physical area, but that space is also dominated by Samsung signage selling the ‘benefit’ of their product to the consumer. Samsung wants the consumer to consider the quality, innovation, range,
integration and benefit of their brand. They don’t want the consumer to think too quickly about ‘price’. The major electronics retailers have embraced that approach because
they don’t want the consumer thinking about price either. They want sales at maximum margin.
So in your shop, sit with your PING rep and create an area in your store
where you have a strong visual footprint for PING; a display that brings together PING metal woods, irons, wedges, putters, golf bags and other PING accessories. Then, get your PING rep to help you produce high- quality signage supporting the PING benefits from the PING library.
30 SGBGOLF
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