According to Caroline Basarab, a longtime AGM member and two-time national PGA of America Merchandiser of the Year for resort facilities, one of the challenges golf shops face each year is how to improve on the previous year’s performance.
After three-plus decades in the golf industry, the PGA of America Director of Retail at Reynolds Lake Oconee in Greensboro, Georgia, has learned some highly successful strategies that keep things heading in the right direction.
First, Basarab emphasizes the importance of regularly introducing non-logoed merchandise that can attract a different customer segment, leading to increased sales. In fact, the non-logoed segment at Reynolds Lake Oconee has grown 3 to 5 percent each year with the addition of brands like tasc, Ahead, Standard Rec, Spartina and SCOUT that include men’s and women’s hoodies, bags and other accessories.
Basarab has also done well with Chubbies junior and adult men’s swim trunks; Smathers & Branson coasters, wallets, beer openers and headcovers; Art & Stone coasters and magnets; Cappai cutting boards, serving platters, trays, stemware, glassware and trophies; Yeti tumblers; and belts from Nexbelt and Peter Millar.
“A lot of the non-logoed merchandise is purchased by golfers who come into the shop, people who have a second home at Reynolds or friends who want to buy something for a resident,” she says. “A lot of times, members will let their friends know when they get something in the golf shop, so word of mouth is very important.”
The marketing department also gets the word out by posting information and photos on the website, Instagram, the monthly member newsletter and the Daily Rhythm, which tells members and guests everything that’s happening on property that day – from special events, golf, tennis and pickleball to wine activities and the arrival of new merchandise.
“If you don’t have your golf shop strategically placed next to the restaurant or fitness center, non-golfers will normally not visit the golf shop, thinking it is only golf merchandise,” Basarab says. “It’s about getting the word and images out on social media to get them to come in.”
Basarab also emphasizes the importance of ongoing training for staff in customer service and product knowledge, which can help establish credibility and foster loyalty among customers. For new staff members, there’s a two-day orientation where they get to know the very large property and its many facets of golf, as well as the restaurants, recreational amenities, spa, cottages and culture.
“They’ll learn the things that will make them a stronger manager: how to communicate with and motivate staff, as well as the inner workings of the operation. This fosters a relationship with the staff about training on new products, the fit and educating them on some unique selling tips to educate our customers.”
At present, three staff members at the warehouse are in charge of checking in, ticketing goods and processing orders using the point-of-sale system. Together with the Retail Manager, Basarab has redefined their responsibilities to better assist the shop staff with merchandising, reevaluating everyone’s role and making the most of the “exceptional skill sets” available across the resort’s six golf shops.
“We scheduled a visit to the shop, bringing along the merchandise and collaborated with the shop staff to determine the best ways to display the products,” she explains. “It was enjoyable to see both teams – retail and shop – working together to create innovative displays. Watching their collaboration throughout the day was truly fun.”
This initiative, which can also benefit smaller shops with limited staff, enhanced operations and promoted camaraderie among staff members who had previously not had the chance to work together.
“When everyone is involved, each person can share unique ideas that others may not have considered,” Basarab adds. “Staff members who might not enjoy retail work often feel more comfortable contributing, which helps them build confidence in retail skills they didn’t know they had.
“This initiative effectively promotes teamwork among staff, bringing them together toward a common goal. It also showcases the product and fosters the satisfaction that comes when customers make a purchase.”
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.
