Retail Growth Tips for 2021

The golf industry realized more rounds and golf revenue last year than in any recent year in history. With national COVID restrictions, golf became a safe haven of outdoor activity, one of the few available recreational experiences that remained open and allowed for social interaction and social distancing.

However, those golfers were likely not able to enter the grill or restaurant or shop within the golf shop for their acquisition of the latest and greatest in golf equipment. Yet, Golf Datatech, LLC, the golf industry’s leading independent market research firm for retail sales, consumer and trade trends, has announced that U.S. retail golf equipment sales for August 2020 were up nearly 32% over the same period in 2019, exceeding the previous all-time high August (2006), by 15%. Additionally, five equipment categories, set all-time records for August: balls, irons, wedges, bags and gloves.
 
It’s not too late to take action in 2021!
 
There are a few solid reasons why the retail boom stands to continue too, as golf remains an ideal social distancing activity and new players are entering the game in strong numbers. The combination of avid golfers looking to take their game to the next level and new players looking to get properly outfitted in a game they are finding to be a fun addition to a healthy lifestyle created a perfect environment for sales. However, there is also a good chance that if you are a golf course operator, you didn’t participate in this record sales experience. You likely didn’t experience this same year over year phenomenon because you don’t have a strong online retail strategy. There was already an annual growth rate in online retail purchases, but this year expedited that shift in consumer behavior with a dramatic spike in online sales.

Are you ready to join the game where more and more retail purchases are happening in an online environment? Amazon may be the largest example of online retail success, but there are countless others. You want the good news? Your members and customers feel like your property is a part of their family and lifestyle. They have bonded with your staff members, creating relationships with incredible value and they are proud to wear your logo, get fitted by your team for the latest in equipment innovation, and support your property by purchasing directly from your retail shop.

However, you can’t rely upon them getting out of the house and into your store for all their purchases.  Online purchasing is also going increasingly mobile with Statista estimating that by the end of 2021, 73% of ecommerce sales will take place on a mobile device.  We are working now with our clients to strengthen and develop their online retail strategy for 2021.  Follow the leaders here and contact your technology partner to discuss integrating a strong online retail strategy so you don’t get left behind. 
 
Here are a few tips to get you started:
 Do you have a single sign-on (SSO) web or mobile solution with the ability store their payment preferences and have transactions fully integrated within your POS? - Can your members login ONCE and: 
•    Shop at your retail store:
o    Equipment and special orders integrated in an online retail center
o    Size runs within the category of Apparel: Clothes, Hats, Shoes, Outerwear
o    Shopping Carts with the tee time reservation with accessory add-ons like sleeves of balls, tees or gloves
o    Gift Bags for the Golfer in anticipation of the Holidays
o    Gift Card Orders with real time sales and execution
•    Book a round of golf, check-in on their mobile device and pay for their round or guest fees?
o    Add to their Cart during the tee time reservation process with tees, balls, lunch, etc.
o    Do they have to pay for their entire foursome and chase their playing partners for cash or PayPal payments? Or can each player make their own payment?
o    Can each golfer store their own payment information and perform prepayment for their round?
o    Do these customers grow your retail sales by adding essentials like a bag of tees or sleeve of balls to their order?
•    Reserve and pay for an activity class, entertainment, or recreational event?
o    Instruction, Camp or Clinics
o    Golf Events and Tournaments
o    Food and Beverage Events (New Year’s Eve)
o    Food and Beverage Bundles- Meals To Go or Pickup (Thanksgiving Meals)
o   Buy or renew their membership with Automated Member Creation
o    New Membership Sales
o    Renewal Membership Sales
o    Fully integrated into their member profile

The ease and convenience of making online purchases with a profile and stored payment information has never been more impactful to buying decisions than it is today. Allowing your members to self manage their experience.  Get your infrastructure in place now and start planning your ecommerce marketing strategy to make sure your members and guests know what you sell, and how easy it can be to buy directly from you!

Contact your current technology partner or give us a call. Our client list includes properties with the largest market share of online retail sales in our industry. If you would like a free assessment of your ecommerce and payments strategy, we would be happy to help you craft a defined roadmap for your future.

For more information, please contact:

Lance Merrihew
707-779-2592

707-779-2592

Lance@totaleintegrated.com

About Total e Integrated

Total e Integrated is a leading provider of end-to-end business management solutions for recreation, retail, hospitality and community organizations. For over 20 years Total e Integrated has helped organizations to integrate departments, automate marketing, streamline operations and boost revenues with our innovative solutions and expert consulting services team.