Merchants and merchandise – Golf Inc Magazine

The golf course is an extraordinary place. To those who play or work in the game, every inch feels like their own one-off special sanctuary, far away from the noise just beyond the gates. The golf shop in particular carries with it a unique feel. The shop is where golfers commune, stop in to talk about their game, learn about new gear, and listen to yet one more grand story from the brethren, lamenting another missed par putt. Certainly, most folks are there to play, maybe practice. With the shop as the central hub, that starting line where the day of golf begins, players focus and get organized for their day. The shop is where golfers buy their stock of necessary provisions: the gloves, balls, and other goods built to hit it ever longer and straighter. Every quality facility should have a well-lit, well-stocked golf shop.

Shop merchandise is managed by one, maybe two people. The head golf professional in many cases will be the person to purchase, display, and manage all the product categories coming through the door. For other properties, however, there is another person, a buyer/merchant who has the experience and skill to put together great apparel collections, grand product stories, and a tight plan designed to excite and entice the men and women coming through that golf shop door. The merchant is an expert, focusing all attention on the shop, the merchandise, the members, and the calendar. In addition to the everyday tee sheet, the merchant is looking to create success within special member events as well as individual outings and tournaments.  Merchandise sales hold a great opportunity, far larger than strictly being a one-off purchase before a round.

The merchant has a special set of skills. They understand color, putting together brand stories, as well as unique piece presentations that will grab the attention of every passerby. The merchant has the time to think, to create, and to play within their work. The head golf professional wears far too many hats to be the golf shop expert. The merchant knows how to build stories around events, community, and the calendar. It is about trust through trial, through presentation, and conversation. As the property leader, it is important to provide the freedom for the merchant and head golf professional to build a successful golf shop. Much of my work history was built around convincing property owners and leaders that merchandise is not evil, that a well-run golf shop can not only make money but enhance…