Reasons to be Positive

Today I went online and searched up “reasons to be happy”.  It was a real challenge to find anything positive.  I came across one article from 2013 and another from May 2018. And that’s it. Hasn’t anyone felt the need to write happy stuff since then?

If you believe everything you read in the Press, we do seem to be experiencing some unhappy times in the retail sector.  Hysteria, conflict and sensation sell newspapers, whilst stories of doom feed the television news channels.

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UK Golf Retail: Market Update June 2019

Half a Year Gone!

Can you believe the season for golf majors is already over, and we’re only just half way through the year? It’s hard to think that the big events are finished for 2019. Will this allow some of the smaller events to grab the limelight?  The organisers hope so.  Time will tell, but I did enjoy this year’s offerings: finished off with a great win for Shane Lowry at The Open Championship.

Now, let’s turn our attention to the events in the world of UK Golf Retail this year.

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Loyalty schemes: What’s the point?

Many retailers offer a loyalty card to customers to keep them coming back to the shop. Loyalty schemes can help give your customers an emotional connection with your brand with every transaction: deepening loyalty, and encouraging them to spend more.  However, it’s essential to choose a program that will resonate with your customer base, or your business could miss out.

Loyal customers spend more money in shops than new ones.  Plain and simple.  A recent study by Harvard Business School found that a customer’s 6th purchase was, on average, 40% larger than his, or her, first: with the 8th being 80% more. Loyalty pays.

Loyal customers don’t just help your business because they spend more, however. According to Bain and Co., a 5% increase in customer retention can increase a company’s profitability by 75%. And, if those numbers don’t make you sit up and listen,  a Gartner Groups study showed that 80% of a company’s future revenue will come from

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What Can We Expect in 2019?

If I had a crystal ball, I’d have won the lottery a few times and would be sitting on my own island trying to work out how to take out Amazon. However, since I now have you on to my blog page, the least I can do is give you a few thoughts on what could happen in the world of golf retail in 2019.

Well, 2018 will have to go down as a pretty interesting year. England did well in a football tournament; Europe thrashed the US in the Ryder cup; the Beast from the East caused total havoc, only to be followed by a heatwave that got us all in a sweat. Then the political system imploded, as the Parties forgot about voters amidst the Brexit maelstrom: leaving the general public in a spin, and delivering the worst Christmas sales for 10 years.

So, what does any of this mean for 2019 and what can we expect for the golf industry in the New Year?

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Get Set for 2019

With the build-up to Christmas well and truly underway, most retailers are trying to maximise their sales and take advantage of all the festive fervour. I’ve seen some great promotional efforts in golf clubs around the country. It’s amazing who has a special Christmas suit!!

While most people won’t start thinking about 2019 until long after the turkey has been eaten, there’s no harm inputting some thoughts together in preparation – especially as we all want next year to be “the best one ever”. Again.

Principle Planning

The main area for consideration here is planning. In Crossover’s recent Pro Shop Retail  Tips advice article, we brought up, what is, for many, the dreaded topic of budgeting.  This may not be the most popular area of business, but it really is a key part to running your store. I’d encourage all business owners to spend a few hours over the coming weeks to make sure they have all their numbers together. If you want to have a really Continue reading “Get Set for 2019”

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”

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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