It amazes me with how many golf pro shops I work with where the Director of Golf or Golf Pro states: “I can’t generate anymore in sales than what we currently do.” Really?
Stores in the majority of retail settings pay a premium in rent to have their store visible and exposed to customer traffic. This rent is based upon exposure and high traffic locations, yet do not actually guarantee that customers will enter their shop. Let us compare this to an average golf pro shop, where a guaranteed 25,000 customers (average golf rounds in a year) will be entering the shop and cueing up to the service counter each year.
Let’s state that again… customers are guaranteed to enter the shop and walk directly to the service counter, provide payment for the day’s activity! Let’s do the math: If we could only sell each of these players just one three-ball sleeve of Titleist Pro V1’s, we would gross $375,000.00 for the year.
In 2018, 78% of golf retail apparel was purchased at on-course pro shops
I work with plenty of shops that fail to meet this sales figure in overall combined shop sales for the year. Additionally, take in consideration that in 2018, 78% of golf retail apparel was purchased at on- course locations versus through off-course or online retailers. “Can’t generate sales” – “Can’t increase sales”, I believe shop management is unfortunately missing the incredible opportunity they have in guaranteed traffic and a captive audience.
Golf and several other sports retail environments have a tremendous advantage over typical brick and mortar retailers, as they book the majority of their days’ traffic in advance, often weeks in advance. Knowing what days and at what time their customers will be in the shop play a huge advantage to understanding and capitalizing on retail sales.
Additionally, when booking events they will often know the gender or age mix of their customers. If you have booked a ladies outing, would it not make sense to create a dynamic women’s apparel collection display at the shop entry? These retail sales strategies are often over looked by a staff that is more focused on the course outing versus the in store activity. If you have not reviewed your club’s event schedule to capitalize on monthly opportunities, it just may be a simple strategy top increase yearly sales by 10% to 20%. Would that we worth the investment of having someone re-merchandise a few areas of the shop before an event? Remember when hiring a retail design specialist they should understand that sports retail environments need to accommodate these flexible and timely merchandise category changes. It is significantly important and can be a key component to increasing sales.
Pro shop retail space is different than traditional retail.
The main take away is to realize and remember that your retail space is different than others and that the players will enter your shop many times in a year. The time you book the course, court or ski hill, has set you up for guaranteed traffic – an incredible retail sales advantage. Remain focused on how you and your staff can captivate, cater to and activate these customers in your retail setting. Once these shoppers understand that you are a convenient and service orientated location they can rely on for their product needs, future sales will be achieved with greater ease.