David Murch, Business Development Consultant for the South West at Foremost Golf, discusses what a good professional shop can offer in terms of service whilst remaining price competitive.
Premium does not have to mean ‘expensive’
Within the golf retail industry, businesses are constantly trying to stand out — whether it is through innovative solutions, unmatched customer service or top-tier product quality. But there is a common misconception that premium products always come with a premium price tag.
Effective campaigns
Professional service providers understand that ‘Premium’ is not just about fancy packaging or big promises — it is about delivering real, measurable value. You may believe you offer a premium service and provide great value but you need to tell your customers and wider golfing community that you offer both.
A prime example used by Foremost EMP Premium members is the ‘Roll to the tee trolley guarantee’ campaign. This campaign is so valuable in positioning the green grass retailer as the number one destination when purchasing an electric trolley. The campaign highlights the key advantages of buying an electric trolley from your PGA professional, which include: choice, value, trolley replacement service, hassle-free returns, expert demo and set-up support.
The campaign has not only delivered fantastic results in sales performance but also provides a flavour of what the service and value the customer can expect to receive from the respective business.
Price perception
Ticketing is a must. Customers will perceive you to be more expensive when there is no confident price ticketing present on products. It is essential that you review the ticketing across the shop on a regular basis. Foremost professionals have an industry leading ticket system (ForeSignage) to create this perception of value and an overall professional feel to the retail environment. When done correctly, this will only have a positive impact on sales performance.
Addressing price-sensitive products
Something that can often be overlooked in terms of value perception is the price point of popular and price sensitive products. An example would be golf balls. The majority of golfers will know what the ‘going rate’ is for a leading golf ball on the market, and you will be judged on this. Therefore, you must be competitive with the market, as if you aren’t, customers will jump to the conclusion you are expensive on everything.
Prices have generally been much more stable over the last couple of years, as overheads for off-course retailers have increased, but it always pays to be in tune with what your competitors are charging for popular products.
In conclusion, it is not about charging more to deliver great service; it is about marketing well, buying smarter, being more efficient and always putting the customer first. Because when you do that, everyone wins.
For further information on Foremost Golf, email membership@foremostgolf.co.uk or call 01753 218890
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