Growing sales within your retail space should always be a strategic endeavor, where objectives are first formatted and then implemented.
It is only after the objectives are structured and put in place that you can determine their success. Just as the unique sports that customers buy for differ, so do the way these consumers shop for their needs. The following are six (6) key strategies that should be reviewed when planning your sales objectives. In this version, they are specifically tailored to golf club retail environments. In upcoming discussions, I will expand upon each of these strategies in more depth. Note that even though there are often similarities, each sport category has its own unique design targets, customer needs and objectives – exactly the reason Sterling Grey provides consulting for each individual sports retail design needs.
A successful sport retail environment caters to a new breed of time-conscious buyers. With limited time to activate successful sales, today’s retail spaces need to be well organized and visually dynamic. The old rule of having your customer traverse through the entire shop browsing and eventually ending at the service counter is an antiquated tactic. In fact, this typically will often frustrate a customer and lead to a negative impact on sales. Merchandise needs to be displayed in organized collections with a visual delineation between lines.
When signage is not used, the shop should be clearly planned and laid out to create immediate understanding of the various classifications of product offerings. Above all, remember to include visual relief space and let the interior architecture create the cabinetry backbone.
Along with organization, lighting plays the second most important factor in activating a customer. The challenge today is designing the optimum lighting plan and specifications while still being conscious of energy efficiency requirements. Don’t let pressure from operational energy concerns dictate lighting the best decision— what may be saved in energy bills may be insignificant due to the loss of sales created by incorrect lighting. Hire a lighting consulate/specialist to assure you are maximizing your potential product and display lighting, while also being conscious of environmental considerations.
Take Advantage of Guaranteed Traffic
Stores in most retail settings pay a premium in rent to have their store visible to customer traffic, yet alone know that they will receive “x” amount of customers each day. Golf and sports retail spaces have this advantage, as they book their days’ traffic sometimes weeks in advance. They know their expected traffic— the amount of customers that will be walking to their service counter each day. This is revenue that needs to be capitalized on. Take advantage of guaranteed traffic and gear merchandising to your specific events.
Know Your Customers
Private clubs have the unique advantage of knowing their customers. If they choose to, they can develop further understanding of their personalities, tendencies, and buying habits, thus giving them the ability to cater their product and displays to specific customers. Even daily fee or municipal clubs can take steps to gear their customers/players into repeat buyers. Use a yearly customer questionnaire to stimulate interest in the shop and educate your customers that you want to cater to their needs.
Capitalize on Gender
In a golf environment, typically over three quarters of the shop traffic will be male. Male shoppers tend to be viewed as convenience shoppers. If the product is available, displayed, and priced appropriately, the male buyer will often make the purchase and not shop elsewhere. Additionally, if there is a foursome spending time in the shop, the goal would be to get at least one of the group to make a purchase. More often than not, the other three will feel the competitive instinct to spend as well. On the other hand, females have the tendency to price shop. You can stimulate this by creating more visual sale offerings and/or discussing price comparison options.
Branding and logo design plays a key role in the purchasing of headwear and apparel— the leader in sales second to balls in sports retail environments. If your logo is not established within the industry, make sure you work to create one that is. Hire a professional to explore opportunities that are graphically pleasing and in conjunction with the experience you offer.