For many AGM members, a big part of successful merchandising is about creating a feeling of scarcity in the golf shop so people feel the need to “get it before it’s gone.” Golf facilities are using limited product runs, time-sensitive offers, unique logos, flash sales and other special retail events to create a sense of immediacy that can add substantial dollars to annual revenues.
“We talk about creating a sense of urgency a lot in AGM seminars,” says Tracy Moffatt of K&K Consulting, former AGM President and a current member of the AGM Education Team, who believes in placing smaller orders more often so there are a limited number of pieces available of any particular item.
“Those who wait the first time and miss out on a favorite brand will react differently to the next shipment,” she says. “It also helps reduce markdowns, and those customers who only buy when it is on sale.”
For Ashley Hayes, AGM, Director of Retail at Thornblade Club in Greer, South Carolina, creating urgency in the shop has become a major part of how she buys and merchandises.
“I don’t bring in giant runs of anything anymore. I focus on small, curated drops – especially in headwear – and once it’s gone, it’s gone,” she says. “When something new arrives, I feature it right away on the front-and-center display, a styled moment with coordinating pieces, or a quick Insta (Instagram) story. Just enough to make people stop and pay attention.”
Hayes goes on to say what really drives urgency for Thornblade Club is how unique each logo application is in terms of the color combinations, placement and pairings with certain brands.
“The exact hat or quarter-zip they’re seeing today most likely won’t be brought back in the same combination, and the fact that the members know that creates an ‘OK, I better grab this now’ energy,” she says.
This approach works best for Hayes with headwear, seasonal offerings from brands like Peter Millar, G/FORE and Greyson, and any piece bearing a logo that feels special or different. She only puts a few units of each style out at a time, which she says adds to the exclusive feel without being gimmicky.
“This strategy keeps the shop feeling fresh, keeps inventory tight and eliminates that ‘same stuff sitting forever’ look. Members pop in more often because they know things change quickly, and it honestly makes shopping more fun for them,” says Hayes. “The results have been solid faster turns, stronger full-price selling and a noticeable increase in members coming in right after I post new arrivals. The micro-drop approach has been one of the most effective merchandising changes I’ve made.”
Hayes adds that she likes to build tight, styled displays around a season, event or color story, giving the example of last year’s football grouping (pictured) featuring a small run of logoed products tied to the season that, once they sold through, were not replaced.
“The same goes for the hats: I try to do unique logo applications, different colors or one-off combinations that members know they probably won’t see again,” she says. “I also change the tables (pictured) pretty often, which helps a lot. Even if the shop has some of the same brands, the floor looks different every time, and that alone makes people feel like they need to grab something when they see it.”
This page is an ongoing feature in PGA Magazine that highlights best practices from the Arizona-based Association of Golf Merchandisers. The AGM has more than 1,000 members – including PGA of America Professionals, buyers and merchandisers.
