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!!