This guest column is by Caitlin Flaherty, AGM, Retail Operations Manager at Fiddler’s Elbow in Bedminster, New Jersey.
Holiday sales are a crucial aspect of winter at Fiddler's Elbow Country Club, setting us apart from other clubs that often struggle with inventory and leftover merchandise. Since we recognize that our members continue to engage in winter activities, we take pride in curating a unique and vibrant shopping experience tailored for the season.
Before Thanksgiving, our golf shop is adorned with festive pumpkins and leaves, creating a warm and inviting atmosphere. As winter approaches, we shift our focus to non-golf-related merchandise that truly resonates with our members. We stock high-demand items like Nest holiday candles, luxurious Ugg robes, cozy attire, stylish Peter Millar blazers and beautiful cashmere pieces. Our selection also includes gourmet chocolates and more, ensuring that there's something for everyone.
To make our sales memorable, we host exciting events like “Pop the Balloon.” The shop is filled with hundreds of champagne-colored balloons, each containing a discount that members eagerly anticipate. These late-night sales turn into festive gatherings, complete with wine, cheese, upbeat music and lots of champagne, creating a lively and enjoyable atmosphere for both members and staff.
Another fan favorite would be our thrilling “Spin the Wheel Sale.” This interactive event allows members to bring their selected merchandise to the front counter and spin the wheel for a chance at a discount. The excitement of spinning the wheel, combined with our festive nighttime atmosphere, encourages members to invite guests, ultimately boosting revenues. The camaraderie and fun of these events not only enhance the shopping experience but also strengthen our member engagement experience.
We understand it can be risky for clubs to stock up on inventory during the winter months, but our strategy has proven successful. By focusing on current trends and high-demand items, we avoid the pitfalls of leftover inventory that many clubs face. This approach not only meets our members' expectations but also enriches their shopping experience, making them feel valued and appreciated.
In addition to our regular offerings, we’ve introduced several unique strategies this season to further enhance our members’ shopping experience and boost sales. One of the most popular initiatives is our scheduled one-on-one personal shopping experiences. These allow us to provide individualized attention and product recommendations, ensuring each member finds exactly what they’re looking for.
We’ve also been hosting fun, interactive Sip and Shop events that combine shopping with socializing, making the experience even more enjoyable. This year, we’re trying something new: we sent out a form to all members asking them to share their wish lists. This allows us to connect directly with members' spouses, helping them find the perfect gift by offering tailored suggestions based on their partner’s preferences. This personalized approach not only simplifies gift-giving but also deepens our relationships with our members by fostering a more one-on-one interaction.
We’ve found this personal engagement is incredibly beneficial for our member relationships, creating a sense of community and care that goes beyond just the transactional. Our members really appreciate the attention to detail, and it’s been an excellent way to ensure they feel valued throughout the busy holiday season.
To top it all off, we offer complimentary gift wrapping in our dedicated gift wrap area, and we’ll even bring the beautifully wrapped gifts straight to our members’ cars, making their shopping experience as stress-free and convenient as possible. At the club, we truly enjoy the winter season, and we’re committed to making this time of year easy, enjoyable and memorable for our members.