By Lisa Goulian Twiste
For Golf Shop Manager Jillian Messina, AGM, making the displays at Echo Lake Country Club in Westfield, New Jersey, shine is all about the proper use of accessories.
“Accessories are a great way to fill up space, and I like to incorporate items that match our impact table, so it catches your eye when you walk into the shop,” she says. “Having accessories on the front table also helps make it look more full if there aren’t many items on it and shows off items you might not have seen before, which helps with sales.”
Accessories also make great gifts for those looking for something other than an apparel piece, Messina says, pointing to options like logoed keychains, tumblers, glassware and even small luggage items. She also likes to bring in accessories that match the theme around certain holidays, such as hats with an American flag logo for the Fourth of July, or belts with holiday lights on them at Christmas.
“This shows off fun ways to incorporate different accessories in the shop and freshens it up at the same time,” she says. “These items are not essential, but members and guests love to have them.”
In addition, Messina keeps headcovers and golf towels near the front table because members and guests are often looking for them and, this way, can’t miss them.
“The colors of the headcovers also help with merchandising and making the display pop,” she adds.
In addition to accessories, Messina works to keep up with Echo Lake member preferences in other categories, pointing out these three important trends:
• Prints: “These are still a big apparel trend for men. We thought it would die down a little, but we still sell so many fun prints. Also, women love the fun print skorts, and they’re easy to pair with a basic top. I love all the prints because they make it fun to merchandise the shop.”
• Spikeless golf shoes: “We are starting to sell more and more models that look less like golf shoes and more like casual shoes, so you can walk right off the course after playing golf.”
• Hoodies: “This is definitely the biggest trend in our golf shop. Year-round, we keep them in stock and both our members and guests love them. The lightweight ones for the summer with UPF are always great to have, and the heavier ones are great when someone doesn’t want to play golf in a jacket or something too heavy.”
This page is an ongoing feature in PGA Magazine that highlights best practices from the Arizona-based Association of Golf Merchandisers. The AGM has approximately 850 members – including PGA of America Professionals, buyers and merchandisers.
