Meet the merchants: Laura Alcocer

Back, long ago, in another place and time, I was named the buyer in a golf retail space I had walked into just weeks earlier. Buyer. I was now responsible for all golf merchandise that our customers would see and purchase. That was heady stuff for a guy who simply wanted to become a golf insider someday. Anointed, I knew I needed not only to own the role but to become better than qualified. I needed to be a merchant — one who could choose, present and then communicate the reasons why. It quickly became obvious that the merchant role was far more complex than simply picking, pricing, and presenting. Being a solid merchant also meant being a great storyteller.

Many people in golf are buyers. They buy as part of a menu of tasks, a deep to-do list which seems never to shrink. Merchants are different. Their time is devoted to merchandise, the retail trade for members and guests. The great merchant has passion, talent and discipline with a strong gut feel built from time, scar tissue and experience. Today, there are several fantastic experts in our industry. People with real talent and love for the work. This series will showcase three of the best golf has to offer: Laura Alcocer, Caroline Basarab and Kira Powell.

This post is the first of a three-part series. Golf Inc. is presenting three exceptional retailers: grand merchants who take on, own and love their work. They not only do the work, they sweat the details. These are three exceptional merchants, great ambassadors who are experts in the field. They take risks, make decisions and know — they just know the smart next steps. These posts will be in a Q&A format, resulting from one-on-one interviews, offering insights into how each leader makes decisions. Our first merchant is Laura Alcocer. Laura formerly directed retail at the one-of-a-kind Pinehurst Resort. A 30-year merchant, Laura is today the vice president of golf retail at Legends Global Merchandise. Here is Laura Alcocer:

What is your process for adding a new supplier?

I love this question. First, there needs to be a need. I first, however, research the brand before I decide whether there is a need. Is it part of the lifestyle or athletic category? Once I decide to sit with an organization, I believe there will be something concrete ahead. Early on, I take on the role of follower, instead of leading the conversation. I want to learn if the supplier can stick around for at least the next 3-4 seasons.

Every new brand needs time to work through the kinks of growing its business. I want to know if there is a sales rep in my area, on the ground, ready to meet with me. If I go forward, I will test the supplier for three seasons before they become a part of the product matrix. Their first order goes into one of our resort shops. I am looking at the timing of the deliveries, embroidery quality, as well as quality of invoicing. All of these points factor into my future decisions.

How do you go about deciding on adding new items to your mix?

I buy to the fixture. I do not like to look at a sea of shirts. How many pieces will a fixture hold? I also want that one piece to draw the eye. The fixture should create an upsell opportunity. It is about managing to the fixture. For me, it is important to have a visual merchandiser: a person on hand to manage the presentation. In addition, I am constantly reviewing reporting software, gauging sell-through. Certainly, cash flow is also important.

As a consumer, how do you view customer service?

Service is always high on my list. I am looking for responsiveness and accountability. It is important to speak with every guest. Not only that, but to develop a conversation that turns into a connection. This connection hopefully can lead to trust. In my work, a goal was always to hire a customer service trainer [to develop] the best customer service. Towards the end of my time at Pinehurst, we had that person on board.

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In addition to those answers, Laura had several great insights. Here are a few others that stood out.

“Retail needs a seat at the table within our industry. It is more than an amenity.”

“Where will the next great merchants come from? The PGA is a great vehicle, as is AGM.”

Laura’s advice includes building connection with your peers. Her goal is to create experts, those who will take the baton and carry on. She aims to train the next great merchants to carry the business forward. She hopes many future merchants get to do their work, hopefully eliminating those other hats that many have had to wear for such a long time. With her experience, know-how, and passion, great change seems likely just ahead, with Laura firmly at the wheel.

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Jack Dillon writes the In My Opinion posts. After several years as a consultant to the industry, Jack is back to work, as part of the Disney Golf Retail team, managing the purchasing and relationships with their many supplier partners. Jack continues to speak and is available for your next meeting or conference. See more at: www.youdontknowjackd.com. You can also call Jack at 407-973-6136. Jack lives in Orlando.