FrontofshopFRONTOFSHOP Mizuno is another brand that can be used to
create a very strong and exciting visual presentation to your golfers. In fact, given that the unique proposition of Mizuno’s irons is their high quality of manufacturing and fitting
explaining the impact of loſt, lie angle, shaſt, and swing weight on performance. Now surround that with signage that
describes your Assessment, Fitting, and Follow- up services with their benefits.
For 2015,
options, surely you need to accompany their product with exceptionally high-quality signage that promotes their unique fitting approach? Placing a ‘same-as, same-as’ ticket on their irons diminishes the Mizuno brand message.
Fitting conversation Another approach is to place you, the PGA
Professional, at the heart of the equipment decision making process in your merchandising. You’ll need merchandising that makes the golfer think about what is right for them, the need to be fitted, and the opportunity to have a fully customised solution. You’ll find this merchandising approach in
boutique furniture and fittings stores where there is an internal design service. They will merchandise whole finished rooms on their floor, which they know will appeal to a target audience. A bedroom will have the bed made up with bedding, the drawers, lamps, mirrors art and other accessories as a total solution. The product will be from many brands, but all target a particular lifestyle. And that will be supported by signage promoting their design service. As PGA Professionals you have a huge
opportunity to tell your story as the equipment expert who builds an individual solution for your golfers. Create a display that targets a particular golfer. Maybe it’s a Titleist 915D2 metal wood set with Big Bertha irons, Mack Daddy wedges and an Odyssey or Scotty Cameron putter with some Titleist Pro V1 and Srixon AD333 golf balls. You’ll need to design signage yourself for this
display. Have some signage that includes your expert comment on why this equipment will produce a better result for a specific golfer. Add educational messages into the signage
Add another display or change the display to
accommodate different golfers each week, fortnight or month. When new product arrives, exploit the theatre to create a new conversation about the golfer.
think about how you are going to merchandise golf equipment, and remember it’s actually the start of a conversation.
Creating the conversation you want These are what are called ‘Value
Conversations’. They include the benefit side of the equation to go along with the inevitable discussion about price. The merchandising in most Pro Shops I visit lacks a ‘value
proposition’ to the golfer, but that’s exactly the conversation you want as a ‘results and relationship’ retailer. For 2015, think about how you are going to
merchandise golf equipment, and remember it’s actually the start of a conversation.
SGBGOLF 31
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