TGI Golf Retail Consultant for Scotland Ricky Gray has more than 30 years’ experience in golf retail and has some top tips for selecting and merchandising apparel.
It’s a little later than usual this year, but we are now approaching that time where the Pro Shops are busy, footfall is high, products are selling (hopefully) and your coaching diary is full.
Then, just as things are getting crazy, we have to turn our attention to next year and start thinking about the products we are going to be stocking in the summer of 2025.
This is not an easy task when battling with the busy day to day life as a PGA Professional, but it is vital to you and your business to ensure it is done properly.
So here are some things to bear in mind when selecting the apparel brands to work with next year and how to ensure it is displayed in a way that sells a dream to your customers.
Bring in the Right Price Point
Make sure that the products you have in stock are at a suitable price point for your customers. It’s advisable to follow the good, better, best model. Something to suit every budget, something a little better and then something premium…there will always be people in your club with a few quid.
Take shirts for example, have something at the £44.99 point, £59.99 bracket then at £69.99, so there is a bit of something for everyone.
It’s not just price points you need to look after though, you also need to play the generation game. Cast the net as wide as you possibly can, for example there are brands that all generations would wear, some for the older customer and then others that you’d only see younger, or more athletic, members wearing…or at least getting away with wearing!
Variety is the Spice of Life
As well as differing price points it’s good to mix up the offering between sportswear brands and heritage golf brands, then perhaps one that crosses the boundaries between golf and lifestyle – one you can wear on the course, but then to a restaurant.
Planning
Once everything’s ordered it’s time to take a look at it from a merchandising point of view. Look at how much room you have in your shop and allocate certain spaces for the different brands you have ordered and don’t overstock it, let the products have space.
There are two very important points to remember when merchandising:
• Make the products look their value
• Does your display encourage people to buy more than one product?
To expand on that second point a little, display products that complement each other. So have the shirt there, but also show the trousers and maybe a belt or hat to give the customer some inspiration. When they’re looking at the display, they have a clear picture on how the outfit might look. Sell them the dream, this is how you
could look.
Little things to remember with displays too, including making sure the sizing is clear. Use size cubes or stickers so your customers are not hunting through products to find the right size. The easier it is for them, the more likely they are to spend money. GR
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