developing a theme for your shop what are the unique aspects of your club? what is special about the...
Post on 01-Jan-2016
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Developing a Theme for your Shop
• What are the unique aspects of your Club?• What is special about the area your Club is
located in?• When visitors come to your area what are the
top three reasons they choose to visit?• Is there historical significance to your
location?• Appeal to all human senses
Sell the theme to ownership
• Involve your team in brainstorming sessions• Research with your guests• What are other Clubs doing?• What type of environment best fits the
expectations of your guests?• An interesting, relaxed, unique atmosphere
will increase sales
Incorporate the theme
• Interior / Exterior finish characteristics must match the theme
• Floor treatment(s) coordinated• Fixtures that coordinate and maximize use of
space and present merchandise in at least four different ways. i.e. waterfalls, half rounds, nesting tables, shelving, unique structures
Retail Best Practices – Resort Facilities
Tom B. DavidsonPGA Director of Golf – Circling Raven
Golf Club
Build an “Anchor Display”
• High traffic location• Unique object that is theme related• Incorporate a good mix of items shoppers can
expect to find throughout the Shop• Have fun and think outside just golf stuff
Value Added Promotions
• What goods or services can I offer that have a relatively low hard cost?
• What can I offer that my competitors cannot?• Incentives should promote multiple purchases
or return visits by customers• Are there area businesses that you can
partner with to add value for both parties?
Proper Price Point / Product Mix
• Facility Business Model• Obtain Customer preference information• 70% of your apparel price points should match
your core customer’s buying preferences• Take some calculated risk to “test” new
fashions and price points• What useful / decorative non-golf products
would correlate with your theme?
Conclusion
• Track sales results before and after• Record & monitor feedback from Guests• Focus on building your own brand centered on
your theme. Incorporate it into everything.• Think way outside the typical “Golf” box.
Surprise your customers with unique items and displays.
• Emotional reactions create sales!!
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