When a Brand goes Direct to your Customer

Thanks to Head PGA Pro Michael McCrudden from Roe Park Resort in Northern Ireland, for this Tweet:

“Hi Phil, any chance of a blog post on how to deal with suppliers going direct to consumer and cutting out/by-passing bricks and mortar retailers like the green grass PGA Pro?”

This is a great question, and one that seems to be a really hot topic at the moment. Whilst I can’t provide you with a silver bullet, I might be able to provide some insight in to why brands are doing it, why consumers like it, and how retailers can respond.

So, here goes!!

Why Do Brands Go Direct?

It’s only since we have moved in to the digital age that brands have been able to interact directly with the consumer. In the past, manufacturers relied on distributors selling Continue reading “When a Brand goes Direct to your Customer”

UK Golf Retail: September 2018 Update

For most, the overriding memory of September will be the barn-storming Ryder cup where Europe produced an overwhelming, if unexpected, victory. Some outstanding performances from both the old guard and the rookies. It’s always good entertainment when the postman delivers!

the postman delivers

When most of the golfing community was still pumped with positive energy, some of the air was let out of the tyres by the news that American Golf – Europe’s largest specialist golf retailer – was up for sale under, what seemed to be, negative circumstances. More about this next month, but for now, let’s hope the new arrangements allow AG to be successful, and the industry continues to grow.

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UK Golf Retail: End of Summer 2018 Market Update

Well, the sun kept on shining and England carried on playing football. That was the story in July, and it seemed to have a real impact on the UK golf market.

Cutting straight to the chase, July was down 7.3% Vs 2017 according to Golf Datatech‘s retail Audit. In fact, July ended up significantly smaller, in terms of sales, than April, May and June – which is very unusual.

English summer

What was to blame? The World Cup or the weather?

Well, July saw 38% more sunshine than usual, and 34% less days of rain. And with the high temperatures we experienced, my concern was that, whilst sunshine is great weather for golf, it was just too hot for some people.  However, it didn’t seem to go that

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UK Golf Retail Market Update: June 2018

And the sun kept on shining!!

It wasn’t very long ago that I was all doom and gloom. Poor weather at the start of the season was having an impact on sales, and the market numbers were down. But since April, I have been repeating the same old story – the sun is out and people are playing golf and spending money.

Its incredible how dry it has been. You only had to look at the Carnoustie during The Open, to see how much so..

Carnoustie golf course brown

.. with the few lush greens a stark contrast to the scorched brown rough and fairway. A pretty setting, for what ended up being, a fantastic Open.

Continue reading “UK Golf Retail Market Update: June 2018”

3 Reasons to Put on a Sale

Discounting stock for the wrong reasons will cost your business dearly. In fact, without a strategy in place, sales can even be dangerous to your business: lowering your Average Sales Price (ASP) and reducing overall profits. To maximise the opportunities of a sale, retailers need clear objectives, says Phil Barnard.

Some might say that you don’t need a reason for a sale. We know customers love a bargain, (who doesn’t?), and sales are something most retailers do intermittently throughout the year.  However, sales need to be planned as part of your business strategy, and with specific reasons in mind. Putting on a sale because ‘it’s that time of year’, could have a negative effect on your bottom line.

So how can you ensure your sale will bring the maximum benefits to your business?

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Female Attraction

When it comes to numbers of women golfers, the UK is lagging behind other European countries. Fortunately, associations such as the R&A are taking big steps to help the situation, but what can Pro’s and clubs do, at grass roots levels, to attract more women to the sport? Crossover Chairman, Phil Barnard, talks seeds of change.

This year marks the 100-year anniversary of the Suffragette victory to secure voting rights for women. It’s a landmark year, but, while UK school children have been marking the occasion with themed events and special talks, some golf clubs are only just clearing away hugely prejudicial signs, such as “No Women or Dogs Allowed”.

It’s no surprise that the UK has one of the lowest percentages of female club members than many other European countries. At approximately 15%, the UK is overshadowed by Germany at 35%, and Sweden at almost 30%.

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UK Golf Retail Market Update: May 2018

BOOM! All of a sudden, it wasn’t that bad and the sun came out!!

home_page_gallery_2

After months of generally poor results in Golf Retail – things have finally had an up-turn. Following a lukewarm performance in April, where we managed to get the deficit versus 2017 to under 5% – things really hotted up in May…

So, is the market now up?

Hold your horses – It’s better, but still isn’t great. According to the Golf Datatech UK retail audit May saw a very impressive 11.5% increase overall, versus May 2017. That’s a great performance, given the trials of the year so far. The year to date figures are now back to just -0.1% down – so pretty much flat versus 2017.

All told, that’s a big surprise. I honestly didn’t see such a strong performance coming. While the weather was really good, (more on that later), I worried that it might have been too good, and put people off playing golf – choosing to do something else instead. However, that wasn’t the case when it came to spend, and people reached for their wallets.

Continue reading “UK Golf Retail Market Update: May 2018”