Meet the merchants: Kira Powell

Imagine your organization is growing, with plans for significant development in the years to come. Imagine now that you require a retail leader. Not only a buyer, but a person who knows the score and understands the big picture. If you were lucky, you would hire Kira Powell, our third expert merchant in this final Golf Inc. series post on great merchants. Although she did not have a golf background when she landed in Dallas, her eight years with the golf entertainment leader Topgolf have helped her round out a deep, rich retail resume. Before Topgolf, Kira had continuous success at both Hard Rock International and Planet Hollywood. Kira has been a strong, disciplined executive and leader for many years.  

This Q&A will bring out the reasons why Kira has helped Topgolf grow and achieve merchandise numbers far beyond what most thought possible just a few years ago. Kira built a team, a supplier network, and a strong product menu, which combined to create a successful retail program in more than 100 locations under the Topgolf banner. The stories presented here are about experts. People who are committed to excellence, to bringing others along, while ringing the register with creative products and smart presentation. These merchants create unique, ever-inviting, and profitable operations: engaging for golfers, essential for their organizations. 

What is your process, the steps you take to add a new supplier to your vendor mix? 

It begins with the needs of the business. From the top down, I ask myself, what are we trying to accomplish? I go through the vetting process, considering what vendor might be the best fit. Included in that is reputation. With that, of course, are quality, strategic price points, and connection. Anything we put our brand mark on, I take very seriously. It needs to be a clear representation of who we are. 

Everyone wants to partner with a big name…but can they deliver? We then work through the sample process. Is a vendor prepared and able to deliver to more than 100 locations? They must have a clear understanding of our supply chain. What that means: the demand and the quality necessary. 

What is your program for adding new items, new SKUs to the merchandise mix? 

It starts with need. We take opinions out of the conversation. Recognizing it may not be my personal style, but understanding what our guests like is the process we serve. What are they asking for? What are they voting for with their wallets? During our process, we make sure we will be proud of every single detail. Looking at SKU creation means taking into account who our guests are. We never try to be everything to everyone, but to be as inclusive for as many guests as we can be. 

As a consumer yourself, what does good service look and feel like? 

My expectations are pretty high. It starts with being authentic. I usually see through the phony salesperson. It’s that authentic connection. Someone stops what they are doing for even a second to be real and say hello. A person who takes the time to read the customer. 

It starts with the manager hiring the right people, inviting them into the process, investing in them, while not just hiring warm bodies. The good salesperson reads the customer. Maybe that means helping the customer or just being nearby in case a question comes up. In the past, I have gone through a pile of jeans, having trouble locating my size. Yet, a nearby salesperson never came over to help me find my size! I realized that they just don’t get it. It starts at the top. It is about the accountability of leadership. 

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Other takeaways from Kira: 

 “Our private label business is now 50% of our product presentation.” 

“I operate transparently. I am honest, including sometimes delivering hard messages to a team member. I would prefer to deliver a tough message from a place of caring rather than a place of frustration.” 

“Ask people what they see. Do not tell them. Honest, timely feedback is critical.” 

“A well-organized, visually appealing space is a direct reflection of the attention to detail of the leadership team. This impression will carry through to all aspects of the business. Get it right and your business will grow.” 

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Jack Dillon writes the In My Opinion post. Jack is a long-time buyer and operator, currently on the retail team at Walt Disney World Golf, where he buys the merchandise. He continues to speak as well as offer his opinions on the business of golf. Please see more at www.youdontknowjackd.com or call Jack at 407-973-6136. If he is with Mickey, he promises to call back. Jack lives in Orlando.