Merchandising Tips to Compete with Big Box Stores
As we're now in the heat of the holiday season, Chris Tully, Merchandising Manager at TPC Sawgrass, offers his tips on how our golf courses can best compete with the big box competition:
Provide service excellence to every guest that visits the Golf Shop. Exceed Member and Guest expectations by getting to know your clients’ preferences in regards to equipment and apparel. Always call them by name. Make customers aware of product attributes and functionality. Offer to special order any merchandise that is out of stock and follow up upon receipt of delivery.
Create an Exciting Shopping Atmosphere
Create an exciting environment that reflects a golf lifestyle while showcasing your merchandise. Premiere new, trendy or popular merchandise. Tell a story that will have an impact on guest immediately. Products should be merchandised in an image that is unique, professional and eye-catching. Customers decide whether to stay or leave your shop based on what they see in the first 15 to 20 feet. It is important that the visual displays created in this area consist of the newest merchandise and are re-designed often. Re-evaluate the shop lighting and adjust to create the appropriate atmosphere. Make the shopping experience quick and easy for the consumer by arranging merchandise by style, color and size on all fixtures. Mannequins serve as silent sales people and give customers a visual of the latest trends. Keep up the shop standards.
Purchase product that fits the demographic of your shop; always consider age, gender and price point when planning your buy. Work with vendors to keep up with trends, fabrications, functionality and marketing launches of new product. Purchase elevated product that distribution includes only green grass shops – e.g., Donald Ross, Peter Millar, Ping, Greyson and Polo Golf. Include all product classifications in your product mix. Have dedicated staff sell equipment and schedule vendor fitting days. Offer competitive pricing on equipment and shoes and always keep an eye on where the competition is selling their product.
Feature your logo. This brand identifier is what sells a garment or accessory and sets it apart from any other golf brand shirt, jacket or hat. Get creative with logo placement and colors. If possible, color coordinate the logo to the garment. For a subtle look include a tonal logo. Placement of the logo can include left chest, sleeve, cuff, back yoke or hem.