The landscape

The early 2000’s saw a major shift in consumer spending patterns, not just in golf, but in the whole retail landscape. Superstores that offered a large amount of choice, with huge buying power through their economies of scale, started to drive out smaller, local retailers. Internet retailers also shot to prominence, with massive ranges of stock and very low overheads.

Both of these business models enabled retailers to undercut traditional bricks and mortar shops and still make margin. As both of these spaces became more competitive, with countless new businesses joining the ranks, it only served to squeeze prices more. Superstores and the internet became genuinely better value options than traditional shops.

The reason I mention this is because these habits are still engrained in consumers today, even though the retail landscape is completely different. Huge rents, rates, staff costs, inventory costs and administrative costs have forced most superstores out of golf retail. And high stock commitments, return rates, rents and astronomical marketing costs have squeezed internet retailers massively.

We are at a point where the green grass golf retailer is now legitimately the best value option for golfers. Customers benefit from staff they know and trust, PGA advice and expertise, ability to see/touch/try, custom fitting, technology, after sales service, etc… and they aren’t paying a penny more than at an online retailer. Why would you shop anywhere else?

Digital Communications

Regularly communicate your value through your newsletter, website and social media. Don’t think that when you’ve done this once, that’s it. You need to remind people regularly, otherwise they’ll soon forget and could listen to a rival retailer instead. As well as text, try backing this up with videos and customer testimonials.

Our Elite Marketing Programme provides the tools and support to save you time while covering every key stage of the customer journey, with all marketing tailored to your club or facility with an emphasis on everything local.

In-Store Signage

I can think of a number of retailers that are perceived as good value, but are actually among the most expensive. Why? Because as soon as you walk into their shop, you are hit with a mixture of signage, ticketing and screens which show huge confidence in their pricing and creates a perception of great value.

Foremost members have access to all of these things, so there’s no excuse for not creating the same positive messages in our shops!

Price Match Promise

The days of the green grass golf retailer having to shy away from a price match promise have gone. We should be shouting about it now. Price match promise doesn’t have to mean ‘lowest price’ either. Make it whatever you want it to be. Your policy might be to match a local competitor, or a well-known high street or online retailer. This way you can create that great value perception, whilst still maintaining margin.

A price match promise is an easy way to demonstrate value, but as we say to all our retailers, you choose how best to show that value to your customers. The important thing is that you do.

Speak to Foremost

For guidance on strengthening your team and improving business performance, speak to:

Steve Bird
Business Development Consultant for South East England and East Anglia
Foremost Golf
07843 619 377
steve.bird@foremostgolf.co.uk