The season is upon us and avid golfers are playing as weather permits. In many cases local courses and clubs are expecting rounds to be up as players and members will be traveling less to play and wanting to take maximum advantage of their memberships and/or the pricing at local public facilities. Consumer spending is at a low the likes of which we haven’t seen in quite some time, but it is not dead; it needs to be inspired. Promotions need to be front and center to represent value that is ‘Too Good to be Ignored’.
Start the process by analyzing your current inventory and scrutinizing it for any category that can be promoted or given away with a purchase, in which you are already over-inventoried. If you have gloves or towels that won’t turn twice this season give one away with the purchase of whatever merchandise you feel will inspire the most interest.
Knit shirts are the largest source of revenue in most shops so these will be the examples I use of merchandise needing the most inspiration. Sales managers of the major shirt vendors who travel the country; who see the good, the bad and the ugly are saying that 10% off, even 20-25% off ,doesn’t mean much to the average customer they are seeing so far this season. It means even less to me, in that unique promotions, as opposed to reduced-by-percentage sales, are more likely to catch the attention and be perceived as a value. Promotions can be fun (which everyone could use) and don’t require the consumer to do the math. A free hat or pair of cotton shorts with the purchase of a shirt or two is a great Father’s Day promotion.
“Buy a shirt, get a free hat, and putt for fill in the blank. Set up a small putting area in the shop where the customer can putt for a chance to win a free item or a free round of golf for themselves or a guest Not only will this inspire competition between the members of any foursome, you might create interest in a putter.
If you are not over-inventoried in any category and are not in a position to strategically buy for a promotion of this sort, everyone has time. Consider offering a free lesson at the range for any purchase of $100 or “Play a round with the Pro” for any purchase of $150.
It will take both time and effort to inspire your regulars to get back into the habit of buying new goods this season. ‘Too good to Ignore’ may be the ticket to making sure that the traffic you have re-develops that habit in your shop.
