When it comes to merchandising our golf shop, it’s a huge team effort. All the assistants are involved in the process of creating the display, and it gets them committed to the product. Our displays make a statement, but they are also educational. For example, we had one where we put turf on a table and featured all the different Titleist golf balls, each with a list of the three key features that make that golf ball great. Members become educated and make better choices for themselves, which increases their enjoyment of the game.
It's also important to know what is and isn’t moving in your shop. My reps say I have the most data of anyone they know; I like to have the facts when I look at categories and how we have done. I want to know the top movers of each category, which makes it super simple for buying. It’s about using promotions, seeing opportunities, being creative, and giving members what they want so they shop here instead of somewhere else.