The golf pro shop is often the golf club centerpiece. In addition to being the facility’s retail hub, it’s a meeting place for conversation, a destination to initiate personalized fits and new club purchases, and a place to sign up for that next one. big club event.
To most effectively increase Golf Store sales, Golf Store Owners, Head Professionals and Retail Merchandisers need to have products in the Golf Store that Members and Customers will want to buy – that is. i.e. the desired goods at a good price. This understanding of what to pack comes from talking to and knowing your customer base.
Additionally, the golf shop should be neat, clean, attractive, and easy to navigate. Use sound correctly open for purchaseensure you don’t overload your shelves or fail to meet your members’ expectations.
Here are some golf store layout and design tips to help you increase your golf store sales:
Manage your inventory like a pro
Use our free inventory spreadsheet template to stay on top of your items, purchases, and sales.
Put the most desired items on the back to encourage more sales
Have you ever gone to the supermarket to get a gallon of milk and come away with three bags of groceries? Don’t feel bad, We’ve all been there. Putting the most wanted items in the back of the golf shop compels customers to wade through your maze of golf gifts.
Is Peter Millar your big seller? Is the headgear the essential gift of your shop? Perhaps you require all golfers to register before playing? Place these destinations away from the entrance. After all, even if your members are laser-focused on checking in and heading out to the range as soon as possible, their walk around the back of the shop will plant the seeds for a return visit after 18 holes of golf.
Mollie Plocher, owner of 2hemispheresin Oregon City, Oregon, says it’s wise to put destination categories in your store. She has spent over two decades helping golf store owners and merchandise managers maximize the member experience through golf store strategy, design, execution and training.
Rotate visual merchandising displays often
Many of your members are on the property three, four, even five days a week. It can be difficult to attract them to your retail space every time they visit, but with creative visual merchandising techniques, done frequently and with a planned strategy, you could entice your most active members to browse your products every time they come. are at the club. .
Most clubs’ golf shops are located close to members and their guests. Whether it’s between the locker room and the driving range, or en route from the golf course to the restaurant or pub, members usually have to walk past your store. It is the responsibility of the golf shop manager to create eye-catching displays that stop these people in their tracks, drawing them inside the golf shop to discover a new layoutthey have never seen.
The entrance to the golf shop should be open for rotation of different products – gifts during the holiday season, a new men’s line or women’s clothing to coincide with your big women’s events.
There should be destination places for shoes, headwear, women’s clothing, and your best-selling men’s lines. Of course, these departments must be moved frequently. Some stores do this weekly, others monthly. But, when you step outside the walls of your golf shop to see what members see from the outside, think about what might appeal to you: bright colors, great logos, and creative displays.
Jim Schouller, the PGA’s chief professional and golf boutique owner at Abenaqui Country Club in New Hampshire, aims to “visually stimulate his consumers the moment they walk through the door.” He wants them to be so captivated by the merchandise, displays and the very ambiance of the golf shop that they’ll “look forward to what might be around the corner” as they browse its aisles.
Complete redesign of the golf shop to create a new member experience
It is important to know the hot and cold areasin a golf store. Every retail space has it. Your best-selling merchandise will sell no matter where you put it in the store. That’s why you should put them in the back as your destination, or in a cold area where nothing seems to sell.
In addition to simply changing displays, moving clothing lines from one area to another, or even changing the destination locations we mentioned earlier, you need to completely overhaul your golf shop at least twice a year. Move shelves, racks, nesting tables, mannequins and fixtures around your golf shop to create a whole new look that members won’t be able to resist.
Rob Jarvis of Bangor Municipal Golf Course in Maine gets feedback from his suppliers. After all, these people see many golf shops on their travels and they know what worksand what does not work. In fact, Jarvis says he had sales people roll up their sleeves and help him move tables and light fixtures from one part of the store to another. These relationships are literally invaluable.
If your golf store’s woodwork, counter or displays are outdated or outdated, it may be time for a complete golf store. renovation. Consider your budget, your goals, and what you can accomplish with a renovation. Take it to the board and see what they say. He worked at Wynlakes Golf & Country Club in Alabama and Dunwoody Country Club in Georgia. The renovations have resulted in a huge increase in sales and a whole new experience in their golf shops.
Let customers touch and feel
Chip King allows members to try on demo apparel before placing their orders at Grandfather Golf and Country Club. He gets feedback on fit, style, fabric, quality and comfort, and brings what he knows members will buy.
Most other pros have a policy of let members touch and feeltissues. In fact, Haggin Oaks in Sacramento has personal shoppers helping shoppers find the right combination of goodsface to face for them.
It is true that some golf stores will keep their golf shirts in the plastic they were shipped in. Notice the dust the next time you pick up one of these wrappers. You cannot sell clothes in a plastic bag. If you display it prominently, it will sell out before shop wear and tear has a chance to seep into the item.
Plocher of 2Hemispheres calls them member shops, rather than golf shops. A club store is just another service you provide to your members. After all, members dictate what you carry in your shop because they dictate what you sell. Let them feel valued and provide them with an exemplary shopping experience every time they walk through your doors.
Seal the deal with product knowledge
Building on the previous section, creating an experience is a huge sales driver in golf stores. In addition to providing this personal shopping experience, your staff should be experts in the field.
Just as PGA pros have to fight through the details of this driver against that driver, selling apparel is no different. Different fabrics, cuts and colors make learning the pros and cons of each brand a a full-time jobfor sellers.
Consider a member who invests their time and money in your associate’s word. If they go home and like the clothes, you’ve won a long-term customer. If, however, they take the items home, try them on in their own environment, and hate them, you have a trust issue on your hands and the customer’s shopping experience is tainted.
Golf course management software like Lightspeed Golf can help you go the extra mile by giving your salespeople the ability to view customer profiles and histories. Armed with this knowledge, your staff will be able to recommend products that directly complement what your customers have already purchased.
Set up your pro shop for success
If you’re looking to increase your pro shop sales, consider these points. Follow Merchandising 101 best practices and create an interactive and engaging customer experience.
Accept payments, special orders and more with Lightspeed Golf’s one-stop golf course management platform. Talk to our industry expertsto learn more about how you can close the deal with your customers every time they walk into your store.