TaylorMade’s Point of Sale drive unlocks more sales growth for retailers

    TaylorMade have made it their mission to provide each of their stockists’ world class merchandising solutions across all categories, designed for a better golfer experience and to drive sell through. With some recent major POS investments, TaylorMade retailers have witnessed some substantial uplifts in sales.

    New Shop-in-Shop units and illuminated slatwall kits, which are all provided free of charge, have helped light up pro shops and grab consumers’ attention across Europe, leading to increased conversion rates across all categories.
    +32% Wedge Units
    +28% Ball Tower Units
    +17% Putter Units
    +11% Shop-in-Shop
    +9% Illuminated Slatwall
    *Avg. TaylorMade sales increase across all POS stockists vs. a like for like period without new TaylorMade POS

    “Our newest range of point of sale fixtures is exceeding even our own high expectations of how it is impacting sell through in our customers businesses. At the start of the project we had the data to prove that showcasing product on our premium fixtures drives sell out and we believe provides a richer overall experience for golfers. We’d encourage retailers to contact their Area Sales Manager should they wish to discuss any of their POS needs.”
    Paul Hitchenor – Brand Director,
    TaylorMade Golf

    Retailer Insight – Knowle Golf Club
    We caught up with Mark Sanders, Head Professional at Knowle Golf Club, to discuss the impact point-of-sale has on his business.

    How vital is effective POS to the consumer buying process?

    “For me, it’s massive, we have two of the TaylorMade POS units with TV screens installed, and now they’ve just put the new wedge and putter stands in. Everyone who comes in, it is the first thing they see. They’re instantly drawn to it because it lights up; having well placed POS is massively important. We put out the select fits heads on display as well, next to the clubs so customers can pick them up; it’s tactile, they can feel the weight of it and see where the technology is in the head, meaning we can tell the story a little bit better.”

    How much impact does POS have on sales?

    “It does help, yes, it certainly grabs their attention and is a conversation starter, but I think sales to a large extent comes down to the quality of your salesperson and their knowledge of the product. My job as the head pro is to ensure my staff are fully trained and knowledgeable in as many products as possible. For POS, in the past, if I’ve had a rack of balls, for example, I’ve maybe taken one or two sleeves out, so people psychology think someone’s been buying them, they must be good, I’ll grab those. Any psychological gains you can impart on the consumer via POS is worth a go.”

    How long have you stocked TaylorMade, and how has TaylorMade transformed its POS in recent years?

    “After my years of playing and coaching, I took over a driving range in 2016; I then started to stock TaylorMade product to a small degree. When I moved down to Knowle Golf Club in 2018, that was my original club as a junior before I went out playing, which is when Will Fox (Area Sales Manager) took over and ever since Will took over he’s come in and sold it to me like the best rep ever. But to be fair, he’s very good. If I need something, he’ll do his best to try and get it for me. TaylorMade provide all their POS free of charge and have renovated all their POS in recent years. The biggest thing is their screens, everyone who comes in thinks there are TV’s on the wall, but it really does light up the shop. I just got the new ball stand which is a lot better than the old one; it’s a bit more streamlined, cleaner and has improved so the balls don’t slide around as much. Some of the arms that support the clubs from other brands, you can only get the driver in the arm, but then the fairway and rescue don’t sit properly, but with the TaylorMade one’s you can put anything into the arms and they’ll sit really well. The ones from Cobra are on a sort of rotation, so you can have a right-handed club and flip it over for a left-handed club, and they work quite well. It’s hugely important that the arms are good, and the club sits well in the rack.”

    What POS options do you have in-store, and would you advise retailers to range a complete POS offering across all product categories?

    “We’ve got four brands, but at different levels of commitment to each brand. TaylorMade is my biggest commitment, so I’ve allocated my budget accordingly, meaning I can range their full line-up. I could fit the whole shop out as TaylorMade and just become a TaylorMade retailer, and at least you’d know that people would visit you specifically for TaylorMade so you could draw in more people because of that. It’s putting all your eggs in one basket, but you never know until you try these things. It is size and budget restrictive, I started off with six brands, and now I’ve gone down to four brands and next year, I will go down to three brands but go deeper with each brand.
    I would definitely try and stock all products from at least one brand, it does depend on the shop’s budget and size, but I would have at least one brand where you stock the complete range.”

    How easy has it been to manage your POS solutions with TaylorMade?

    “I essentially ask Will (Area Sales Manager) what’s coming out next, and we’ll discuss the options and budget, it’s almost on a two-year cycle that you might get something new. With the TV screens, they literally come in and take SIM out and put SIM2 in, light it up and away you go. You don’t have to change the hardware, it’s just the imagery, so from a longevity point of view, you could go two to three years with good quality hardware and then just change the images, it’s great and easy to manage.”

    What would be your advice be to retailers who don’t invest significant time and energy into merchandising their stores?

    “I think you’re missing a trick if you don’t invest; show me a supermarket that doesn’t invest in POS or any retailer on the high street. POS is essential, it’s going to grab the customers’ attention, and if they start wondering in that direction, you’ve got a chance to hook them in and tell them everything you know about the product. Suppose you just put some clubs in the corner with some arm racks with the clubs. There is no information at all so people are going to think he’s not that bothered about that brand, he’s just thrown it in the corner, whereas if they see something big, they think he’s invested a lot of time, money and effort into it, it grabs their attention. POS is key to grabbing their attention, it’s essential really, I think.”

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    As an avid golfer since the age of eleven Dan lives and breathes all things golf.  With a current handicap of eleven he gets out and plays as often as his work life (and girlfriend) allows. Dan confesses to still being like a kid at Christmas when it comes to seeing the latest golf equipment. Having served as GolfPunk’s Deputy Editor, and resident golf geek for the past 13 years and working for golf's oldest brand, John Letters Dan brings to GOLF RETAILING an excellent understanding of the sector.