Effective merchandising and strategic promotion are essential for driving foot traffic and boosting sales in retail environments. At Woodmont Country Club, our merchandising team employs a dynamic approach to inventory management by rotating merchandise between our golf, tennis and fitness shops based on special events and seasonal trends. This helps us maintain our sales, reducing the number of markdowns on merchandise. For example, several of our members are golfers and tennis players. However, we also have a number of members who play one or the other. Moving merchandise between the shops allows that merchandise to be seen by both parties, strategically directing customer traffic to capitalize on the potential of additional sales opportunities. For example, this year, we introduced the Vuori brand in both shops. While Vuori is primarily designed for golf and tennis enthusiasts, its lifestyle component appeals to a wider audience.
Another example of our effective merchandising and strategic promotion has been our pop-up shops that align with special events, holidays and seasonal trends. The Fourth of July Carnival significantly boosted foot traffic and sales across both shops. We created red, white and blue displays featuring patriotic-themed merchandise, attracting both members and guests eager to showcase their patriotic pride. Additionally, we created a summer shop outside of the golf shop during Memorial Day weekend featuring johnnie-O, which focused on golf and beachwear. Merchandise such as towels, swim trunks, T-shirts and polos were prominently displayed. This seasonal shop effectively increased foot traffic and encouraged customers to explore new merchandise inside the main shop.
The impact of these promotional efforts was substantial. Between the addition of Vuori to both shops, our annual Red, White and Boom event and pop-up shops, we saw a 6 percent increase in sales last year. In conclusion, our approach to merchandising and promotions at Woodmont demonstrates the importance of strategic planning and creativity in retail. Our dedication to these strategies ensures that Woodmont remains a vibrant and appealing destination for both members and guests.