Ian Melham, Head of Membership Services at Foremost Golf, explains the correlation between effective marketing and increased sales. This article will highlight key support services and assets that Foremost members can utilise to ensure they are optimising engagement, which translates to a positive influence on sales performance, providing great results for your bottom line.
The car park to pro shop journey
Communication with members and visitors starts from the moment they arrive. Every time a golfer arrives at the golf club there is an opportunity to make a sale. Clear signage should be visible along the journey from the car park to the golf club itself, there should be clear directions to the pro shop for golfers. It is also important to identify any places where further signs could be added, to reinforce product offerings, services, and value.
Effective Digital Marketing – showcase your point of difference
Converting pro shop traffic comes down to advertising your point of difference. Certain factors remain within the retailer’s control when trying to increase sales, including the way you market the professional shop and its services. Every two years, Foremost runs a customer survey on behalf of their EMP member retailers, the most recent of which showed 59% of club members buy most of their golf equipment from their professional shop.
This evidence demonstrates that despite other retail options, the majority of customers remain loyal. One reason for the unprecedented customer retention seen amongst Foremost members is the successful marketing of their retail and pro services across all available communication channels.
The golf club and professional team need to ensure that their customers are aware of the full range of services on offer, which can be done regularly and consistently through professional digital marketing. The Foremost EMP provides multiple benefits for the golf professional team, utilising personalised websites, weekly newsletters, social media and instore screens. This omnichannel approach increases overall awareness of retail, coaching and professional support services among golf club members.
Exciting in-store displays
Many suppliers provide excellent shop-in-shop displays which can really make products stand out and draw the customer in. By maintaining these displays in colour and size order, it creates an easy, logical way to shop, leading to a much higher chance of a customer making an impulsive buy.
In 2022, Foremost introduced the EMP Entrance Hot Spot display. This works in conjunction with the EMP marketing programme and is designed to be the ‘final touch point’ of the marketing journey and as a result acts as the ‘sales converter’ in store. The Hot Spot display rotates between dedicated campaigns and key supplier launches so that each individual stock category is well-advertised.
It’s simple but versatile design works very well with in-built snap frame POS holders, allowing the consumer offer to be clearly displayed.
Effective ticketing
The combination of effective ticketing and a well-dressed store will only positively impact sales. When implemented correctly, ticketing should act like another member of staff, allowing much easier self-service, especially during busy times. Foremost members have all their instore ticketing and signage needs taken care of through the ForeSignage system. GR
For further information on Foremost Golf, email ian.melham@foremostgolf.com or call 01753 218890.
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