PRIVATE CLUB PRO SHOP DISPLAYS

PRIVATE CLUB PRO SHOP DISPLAYS
In this space you will find
articles targeted at the many
different types of NGCOA
Canada members. We will
provide informative materials
focused at different times
on small operators, private
facilities, resort operations
and premium-priced courses,
among others. We hope in
this way we will be able to
give operational tools relevant to specific segments of
the golf industry.
PRIVATE CLUB PRO SHOP DISPLAYS
Develop and deliver the ultimate private club member and guest experience
Our New Facility
The experience golfers have in your pro
shop is critical not only for the customer
but also for the success of the operation.
Merchandising and display choices are
decisions that need to be made with careful
thought about the customers’ perspective.
DIS P LAY CON S ID E RAT I O NS
The layout should be designed to evoke
all five senses during the customer’s golf
shop experience. The first thing customers
see upon entering our golf shop is a
decompression zone where they may gaze
over the entire Golf Shop layout. We have
created an environment where customers
feel comfortable shopping; a crackling
fireplace and 46 inch flat screen T.V.,
with two leather lounging chairs for reading, watching T.V., or trying on shoes.
We have a large shoe display storage unit
anchoring the fireplace and T.V. which
allows our team to store roughly 150
pairs of shoes on the selling floor.
The men’s section is the largest and
is closest to the front entrance, while the
women’s section is in the back corner
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near the change room, complete with a
bench and two large six foot mirrors. A
useful strategy is to have your biggest
moneymaker as your largest section and
place it closest to the front entrance so it
is the first item your customer sees. We also
allow and encourage our guests to pick up
the product and feel each item. We create
a relaxed ambiance with soft easy listening
music playing in the background and
Yankee candles that give our pro shop a
fresh scent. As a perk for our members we
often offer a wine and cheese open house
and year-end Member Appreciation Sale
event so that members can sample while
they make their purchases.
M A K E I T U SER FR IENDLY
Whether you operate a high or low volume
pro shop remember that it is about making
merchandising decisions that fit the needs
of your customer. Cluster similar items
together so that customers may shop with
ease. All of our putters, woods, irons, wedges,
clothing, and hats are grouped accordingly.
Our golf bags, Golf Digest pictures, and
accessories are high on top of displays while
our golf club sets are displayed horizontally
on leather shelves by vender. All golf
equipment is available for demo use and
everything on the golf shop floor is allowed
to go out on the course. We maintain a
relatively small storage room as we like to
see most product displayed on the floor and
operate on a just in time inventory system
so most product is in the golf shop.
Remember that less is more on all
displays except the feature table, and to
keep everything as neat as possible so as
not to overwhelm customers. It is crucial
to organize your items with a sense of flow:
we have one dressed mannequin per 100
square feet with a total of 14 displayed
throughout the shop. Merchandise by
style and colour block as this creates
unity and allows the eye to pass with ease
over items. Be innovative with folding,
colour stories and accent pieces and don’t
be afraid to inventory unique items; several
years ago we were the first retailer in
Edmonton to sell Crocs.
Fa l l 2 0 0 8
GOLF BUSINESS CANADA
SALES PROGRAMS
Ensure that members feel rewarded for
their time and money spent in the golf
shop. Our customer loyalty program
ensures that our Top 100 customers
receive a $25 Gift Certificate (minimum
purchase of $75.00) to thank them for
their business. We have a Corporate Buyers
Wine and Cheese Evening, typically held
in February or March, where we invite
the suppliers we feature in our Corporate
Catalogue to show their product to our
Corporate Buyers. Every member who
spends over $1000.00 receives a personalized thank-you letter. We also do soft
goods multiple purchase pricing discount
which works in the following way:
Buy 1 – Member Pricing
Buy 3 – 10% Off
Buy 4 – 20% Off
Buy 5 or more – 30% Off
In order to deliver the ultimate pro shop
experience, remember that when it
comes to merchandising and display
GOLF BUSINESS CANADA
Fa l l 2 0 0 8
choices, use whatever you have in your
facility that is unique and will make you
stand out as the best in class.
ERIC
THORSTEINSON
Eric is the Director of Golf at the
Royal Mayfair Golf Club in Edmonton,
AB. He is the winner of the 2007
Canadian PGA Merchandiser of the
Year Award. He can be reached at
780-439-7544 or by email at
ethorsteinson@mayfair.ca
In June 2007, our team designed a new
state of the art golf Facility at the cost of
roughly 1.2 million dollars. We looked at how
new trends in the industry would influence
our customers’ expectations in the future,
and decided on the following setup:
Top Level: 1350 Square foot golf shop, 2
offices. One for the Director of Golf and one
large room with two work stations for the
professional team and support staff, club
repair room, meeting / lunch room, and two
washrooms.
Lower Level: Only electrical club storage
unit in Canada (that we are aware of that
holds 850 bags), and golf car fleet of 36 cars.
OUR CLUB’S BASE INFORMATION
Category: Private Club
Number of Holes at the Facility: 18
Length of Season: Golf Shop is open
from March 15th – December 24th (10
months)
Number of Members: 475 Shareholders
(950 total members)
Total Rounds Played: 30 000
(27 000 Member and 3 000 Pay To Play)
Golf Shop Square Footage: 1350
Golf Shop Merchandise Storage
Square Footage: 155
Average Annual Merchandise
Sales: $650 000
Dollars Per Round: $21.66
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