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The Good Golf Shop
With more than 14,000 golf courses in the US, most have some sort of place to sell golf gear. Having spent a life in golf shops, I am here to offer a few thoughts on making your shop work a bit better. Of course, I realize these 5 thoughts must work for the manager, the golfer, and the team responsible for operating the shop.
There are many types of spaces for the golf shop. Some are large and pretty, with great lighting and lots of merchandise. There are other shops that are rather dark, a bit dreary, small, and stock barely enough product to fill a golf bag. The great news about the golf shop however is this: no matter how many golf stores are around your course, your golf shop can do well, very well. Your advantage is you have the course, you are the destination. Humans want to exert as little energy as possible before that first swing. They therefore will bypass many deals to get to you. With upwards of 4000 to 6000 unique golfers, you can grow a wonderful business.
Inventory management is a key to your success. It is OK to be overstocked the day before the season begins. Plan your shipments in line with your rounds history. Stockouts are however, about the worst sin for golf shops. Determine your best skus (top 25) and never run out. Determine the top 30% of your shoppers and know everything about them and then do anything for them. They are your business! Here are 5 other thoughts for a good golf shop:
The golf shop can be anything your imagination allows. Use old props, use local themes for props, and create lots of events, sales, and promos. Most of all, make it FUN cause someone shot and killed the FUN at most stores and malls. One last point: love the woman golfer. Work hard to make it a blast for man, woman, and junior!
Jack Dillon
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