The introduction of online tee times and ability to post a score via your smart device has been a wonderful convenience for golfers. But it has also led to decreased foot traffic in clubs’ pro shops.
To counter that, and also boost sales and provide an added convenience to the membership, Woodfield Country Club in Boca Raton, Fla. introduced its “Golf Sidewalk Sales.”
“By holding Sidewalk Sales in the golf locker rooms, we were able to bring merchandise to the members,” says Linda Sakkal, Woodfield’s Director of Operations. “Members were able to purchase items before or after their round of golf without having to leave the locker room. Those who didn’t have time to shop at that particular time were still able to see a sampling of what was available in the Pro Shop, and could stop by later in the day to purchase items.”
The Sidewalk Sales were marketed as clearance sales. Sale merchandise, including apparel, accessories, handbags and hats, were all part of the events, which were run on league days as well as days when a high number of members were expected to play golf and utilize the locker rooms, according to Sakkal.
“Bringing merchandise to the members provided a boost in sales and delighted the membership,” Sakkal says. “Members were very pleased with the sales and enjoyed the convenience of not having to leave the locker room to purchase an item.”
Because of their success, Sakkal says the Sidewalk Sales will return for another season at Woodfield—but may include a new twist this time around.
“This coming season, we may run a promotion where members who wear certain colors on sale days will receive an extra percentage off merchandise in the Golf Pro Shop,” she says.
The Goal: Increase pro shop sales at Woodfield Country Club, to counter decreased traffic in the pro shop due to online tee times and handicap posting.
The Plan: Provide merchandise for the members and enable them to purchase items before or after their rounds of golf without having to leave the locker room. “Sidewalk Sales” were marketed as clearance sales, with merchandise including apparel, accessories, handbags and hats all part of the events.
The Payoff: The Sidewalk Sales were run on league days, as well as days when a high number of members were expected to play golf and utilize the locker rooms. These provided a boost in sales as well as member satisfaction.