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The Wigwam Golf Club
451 North Old Litchfield Road
Litchfield Park, AZ 85340
|CLUB / RESORT DATA|
|Pro Shop Total Sq. Ft.||2,000|
|Number of SKUs||415|
|% of total revenues are hard goods?||54%|
|% of total revenues are soft goods?||46%|
|Number of Demo Days||4|
|Pro Shop Ownership||N/A|
With such a wide range of consumers to serve, The Wigwam golf shop is consistently focused on the latest trends in clothing and accessories, while also featuring the hottest golf equipment and hard goods. In 2019, the golf shop was renovated with hardwood floors added, walls painted and small “concept shops” created within the shop.
In creating the concept shops, The Wigwam partnered with major vendors including Adidas, Travis Mathew and FootJoy to brand the shop, offset costs and make shopping easier for consumers. In addition, the club partnered with highly regarded buyer and merchandiser Laura Saiki for the shop’s merchandising, while also instituting a new mentor program through which Saiki trains assistant professionals.
This increased attention has led to not only better merchandising, but also closer engagement of customers (from a socially acceptable distance) while they are shopping that has been wildly successful. While The Wigwam witnessed steady growth in golf shop sales from 2012 to 2019, the completion of the renovation in late 2019, the debut of the concept shops and increased attention to service led to an escalation in that growth of 20-plus percent.
The reimagining of The Wigwam golf shop in a fiscally responsible and creative manner, combined with renewed emphasis on retail merchandising and customer service, have helped to make it one of the best in the country.