FootJoy, the #1 Shoe and Glove in Golf, has underlined its commitment to UK golf retailers with the appointment of three new product specialists.
The trio, made up of Alex Gurnell, who will cover the north and northwest of England, Blair Taylor, responsible for Scotland, and Sam Blow, who will cater for the east and southeast of England, bring a wealth of experience in golf retail and custom fitting environments, as well as a firm grasp of sales.
The expertise of the new recruits will be put to use helping educate dedicated golfers, and exciting them about FJ products, while also providing trade partners greater marketing support with a view to stimulating more confident merchandising. This will involve working
closely with FJ partners across the UK to provide holistic sales support and identify opportunities to elevate partners’ service and better fulfil audience’s demands, both through shoe fitting and product education.
Shoe fitting has remained a vitally important aspect of FJ’s strategy, with more than 70% of golfers still wearing the wrong size golf shoes (as they often go up in size to gain more width). Offering more widths and sizes than any other brand, no one is able to service footwear needs in golf like FJ. Now, with the support of product specialists, the brand will work with accounts to conduct brand experience events and Tour-spec shoe fitting that replicate a familiar process used for a golfer’s driver, set of irons, wedges or a golf ball to find winning product/player combinations.
Ultimately, wearing ill-fitting shoes can result in power loss through the swing, cause discomfort and effect the durability of the shoes, so the fitting process welcomes multiple opportunities to elevate the sales experience for targeted customers, affirm retailer’s expert voice and invite upselling opportunities.
The fitting will not only help golfers find the right sizing but invite retailers to tap into the product specialists’ extensive product knowledge at brand experience events, adding a unique sales tool to their arsenal. Through the unique product education, the team
will support retailers to confidently deliver insights about FootJoy products, highlighting key benefits from across the range, and better connect golfers with the right product, in the right the fit, for their game themselves.
With FJ’s product specialists already on the road, the team will be working with accounts to make an instant impact as they ensure FJ’s latest head-to-toe range is merchandised in the best possible way.
JAMES SAVAGE , FJ MARKETING EXECUTIVE, SAID:
“Although we recognise the importance of online channels in supporting golfers, we believe FJ’s best strength is as a tactile brand and having that opportunity to experience and feel the product to inspire consumer demand. Now with the expertise of the product specialists, we will be able to build on our partnerships with our accounts to drive growth and capitalise on the peak in the game through unique experiences, unrivalled product insight and trusted relationships.
“Over the last 24 months, pressures on supply chains and distribution have presented unique challenges in trade and we are immensely proud of our relationships with retail partners that enabled us to navigate difficult periods together. The recruitment of the guys highlights our continued commitment to support with best-in-class service, both for our partners and golfers alike, and further strengthen FJ’s position as a leader in golf.”