I would not go as far as to say that the days of the traditional pro shop are numbered, but the reality is that business is simply far more difficult than ever before, and in order to fight this, club professionals are needing to diversify and work harder than ever. It’s difficult when customers walk into a pro shop demanding lower prices, assuming that if their dream driver is selling at £300, then the pro or retailer must be making a fortune, presuming they have bought it at trade for only £100. Golf is one of very few trades where the customer consistently expects a deal from the pro. Would these customers take the same approach in M&S or John Lewis? Of course not!
Service is always the key to any success, so pros are working better with their customers, focusing more on custom fitting, teaching, communicating better through newsletters, adapting their stock holding to increase profitability, and stocking a broad range of products, from apparel and soft goods to accessories and logo/corporate merchandise. Many pros are taking on joint roles within golf clubs by taking on secretarial duties, or even as golf directors, overseeing all golf-related activities. This is commonplace in the United States and it will no doubt follow suit in Europe more and more.
Taking a corporate view
Club pros are battling against so much competition from the high street and the internet, but if today’s pros understand their members’ requirements, the on-course shop will still flourish.
Links can assist golf professionals by advising on the numerous corporate opportunities that walk through their shop doors on a day-to-day basis. A significant percentage of golf club members are potential customers not simply for their own golf equipment, but also for corporate golf merchandise, although they might not think to approach their club pro to source corporate products.
This is generally an untapped market for the golf pro, although it could generate very good incremental revenue. Links is able to work with individual retailers or buying groups to maximise such opportunities. We can develop awareness, product lines, sales programs, educate staff and perhaps most importantly, establish a simpler way for pros to place orders on a day-to-day basis.
Links can offer one-to-one training or run seminars to promote the benefits of the corporate sales industry to the golf retailer.
Breaking with tradition
Links also provides a service that enables brands to significantly increase revenue by extending their reach and appeal beyond traditional retail channels, while understanding and respecting their existing business. Golf and sports brands, in particular, are keen to exploit the opportunities that exist via mainstream retail, but such channels are often too difficult to penetrate and costly in terms of time and resource.
Links provides unrivalled access to eight major distribution categories:
- High street premium
- Sports and golf
- Grocery
- Online
- Duty free
- Reward schemes
- Corporate
- Licensing
Links is not a sales agency, but a partner with its clients. Links is able to take its clients into new sales channels, while working closely to advise on suitable products to take to market. In addition, staff training and the necessary strategies to develop long-term business within the relevant markets are provided. Currently we are working on taking Ryder Cup 2010 gift and accessory products into high streets, duty free, grocery and corporate markets within Europe, and we have also established a partnership with Baxters Golf Art for all retail sectors in Europe outside green grass golf.
In addition, Links is able to source and supply additional branded merchandise that is designed to link brands perfectly with an extended audience via the most appropriate channel. The potential that these additional outlets and range extensions provide for increased volume and visibility is quite staggering.
