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FrontofshopFRONTOFSHOP


have achieved “Loyalty beyond Reason” in South Africa, but they’re getting close. And well done to them.


The need for distribution on the green-grass


From my experience through our customers, PING in the UK might be described as having achieved that pinnacle. And really well done to John Clark, Steve Carter and their team. The judgement I would draw from the awards I have watched Steve Carter pick up is that the trade, and especially the green-grass, have had a great relationship with PING. PING have managed inventory, product lifecycles and service very well. In South Africa, PING is NOT merchandised in most Golf Professionals’ shops. Loyalty to the brand in the trade is low, and interest amongst those who don’t play PING is much lower than it is in the UK. In fact, it’s a third of what it is in the UK, and loyalty amongst current PING players is 20% lower.


The launch of the


TaylorMade SLDR Mini in South Africa is a great story to tell. This launch was way beyond the expectations of everyone, including the local brand management


The green-grass: discounting vs engagements My conclusions on all of the above remain circumstantial but would you agree that: 1. The Golf Professionals at green-grass locations have an enormous influence over the success of the brand in that market – despite the growth and influence of the internet – so it remains very, very important for the brand/retailer relationship to be built on a strong partnership;


2. Discounting, as a structural approach, damages the brand and devalues the consumer perception of true value, leading to a challenge to retain both loyalty and demand;


3. The more a Professional can put the product in the hands of the golfer in an environment where they (the Professional) can improve the experience, the greater the likelihood of a sale, better performance and ongoing loyalty to the brand.


Shouldn’t that mean a different


relationship with suppliers? If you agree with those three points, then might you also agree that, rather than providing trade discounts for volume purchases, the suppliers should re-think their approach to the green-grass? Is there a model where the brand rewards the retailer with additional discounts for the number of active marketing events they run where they put the brand’s products in the hands of golfers, along with the amount of conversation the Professional can create around the brand?


I don’t know about you, but I think that’s a win-win for everyone. SGBGOLF 27


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