This review includes slides showing products and work from various organisations, including those listed below. The inclusion of material in this presentation in no way implies that it is work that has been carried out by the presenter and no part of it should be used, stored, copied, reproduced or transmitted without the express consent of
.
the respective copyright holder
Paul Sanders Design Associates Millerbrown Ltd. Resolution Interiors Ltd Display Works Aniline Illuma UK Ltd Replan (UK) Ltd One Body JTB Design Fletchersports (Guernsey) Ltd
Making the most of your Golf Shop
Paul Sanders
20 years experience designing golf shops worldwide Tutor for 4 years for the PGA Contributor to The PGA Professional Magazine, Pro Shop Europe and Golf Business Development magazines
United Kingdom & Ireland (a – h) Ashton-in Makerfield Golf Club Bowood Golf & Country Club Bicester Golf & Country Club Brocket Hall Golf Club Broom Manor Golf Complex Bunclody Golf & Fishing Club Cardiff Golf Club Carton House Golf Club Clays Golf Centre Copt Heath Golf Club Crane Valley Golf Club De Vere Mottram Hall
Donnington Valley G.C. East Horton Golf Club Fota Island Enmore Golf Club Furzely Golf Club Gatton Manor Golf Club Great Barr Golf Club Golfino at Harrods Golfino at The Old Course Hotel, St. Andrews Harleyford Golf Club Hawkstone Park Golf Club Henley Golf & Country Club
United Kingdom & Ireland (h – n)
Hensol Golf Academy Isle of Wight Golf Club Llanishen Golf Club Les Ormes Golf Club Lichfield Golf Club Machynys Peninsula Golf Club Mobberley Golf Club Moortown Golf Club Marriott Breadsall Priory Marriott Dalmahoy Golf & Country Club
Marriott Forest of Arden Marriott Goodwood Park Marriott Hanbury Manor Marriott Hollins Hall Marriott St. Pierre Golf & Country Club Marriott Sprowston Manor Marriott Tudor Park Marriott Worsley Park Minchinhampton GolfClub Newbury & Crookham Golf Club
United Kingdom & Ireland (n - t)
New Forest Golf Club Nizels Golf Club North Oxford Golf Club Ombersley Golf Club Orchardleigh Golf Club Oswestry Golf Club Radyr Golf Club Robin Hood Golf Remedy Oak Golf Club Royal Mid-Surrey Golf Club Royal Porthcawl Golf Club Rye Hill Golf Club
Sandmartins Golf Club Saunton Golf Club Shirley Golf Club Silverstone Golf Club Stakis Puckrup hall St Enodoc Golf Club Stratford Golf Shop Stinchcombe Hill Golf Club Stone Golf Centre Studley Wood Golf Club South Moor Golf Club Tewkesbury Golf Club
United Kingdom & Ireland (t - y)
The Belfry The Bristol Golf Club The Golf Studio The Lambourne Club The Springs Golf Club The Tytherington Club The Neville Golf Club The Carnegie Club at Skibo Castle The 3 Hammers Golf Shop
The Warwickshire Golf Club The Wisley Tourneberry Golf Club Trevose Golf Club U.S.A Golf Worcester U.S.A Golf Stratford Wellingborough Golf Club Woburn Golf & Country Club Yeovil Golf Club
Germany & Austria
Golfclub St. Leon-Rot Golfclub Dreibaumen Golfclub Bad-Orb Jossgrund Golfclub Hanau Golfclub Haus Bey Golfclub Hardenberg Golfclub Schloss Ludersburg Golfclub Iffledorf Golfclub Spessard
Golfino Muenchen Golfino Sylt Golfclub Goldegg Golf Schule Shaw Golf Schule Alex Muller Bertil Garpenholt Golfplatz Trages Golfclub Coburg Golfclub Velderhof
Spain & Portugal
Los Flamingos Clube de Golfe Valderrama Golfers Paradise Golf Club Serres de Pals Sheraton Pine Cliffs resort Golfers’ paradise Florida Golf Laguna Golf Club
Lusotur Golfes Millenium Golf Club Oitavos Golfe Palheiro Golfe Pinhal Golf Shop Parque da Floresta Pinheiros Altos Vale do Lobo LDA
Northern Europe & International
Riffa Golf Club, Bahrain Losby Golf & Country Club, Norway Copenhagen Golf Centre, Denmark Crazy for Golf, Netherlands Tee Stedet, Denmark Damme Golf Club, Belgium Baerum Golf Club, Norway
Doha Golf Club, Qatar Knittona a/s, Norway Sahara Golf & Country Club, Kuwait Caes Engsner Golf Shop Brunsummerhelde, Netherlands Golf Club Heidenthal, Switzerland Parquip Golf, Kenya
Golf retailing has not kept pace with high street retailing
Where do owners & operators of golf shops go wrong?
Planning of shop is started late Shop is located in wrong position Shop is too small No stockroom is allowed for The shop is not designed by a specialist
Where do golf retailers go wrong?
Too much stock Poor displays No merchandising logic Poor customer flow No clear trading style or identity Low impulse sales Untidy shop Poor shopfitting & design
Planning Essentials
Use a retail specialist as early as possible to work with the architect Plan critical detail first (doors, windows) & position of sales counter, stockroom & office Layout – use the counter location & the main product groups to encourage customers to see all the shop on each visit
First Principles
Choosing the best shop location
Adjacent to primary customer flow and seen by all visitors
Shop location
Entrance off main circulation space
Shop location
Visible from common areas
Customer Flow
Sales counters Important for extra sales and customer flow
Counter considerations
Shop sales only or main reception? Needs to command the shop Position to influence shop sales….ping-pong effect Side v. central location Size..max 2400mm long for most shops Image.. displays must be kept tidy
Maximise quality display space
Poor stock well displayed will outsell good stock badly displayed
Good shopfitting creates effective display space……
…..and need not be expensive
The key benefits of good shopfitting are
Durability
Flexibility
Image
Cost effective
Typical display system costs Contemporary style €275 euros per square metre
Typical display system costs Traditional style €450 euros per square metre
Manufacturers’ display stands are designed for the benefit of the manufacturer – not the retailer - so use a display system that is flexible and suits your needs.
A stockroom is essential Too much stock creates confusion and reduces sales
Lighting Wall display lighting should be positioned approximately 1200mm away from each wall to provide good coverage and to prevent shadows
Factors to consider when choosing light units
Light output – small 50mm diameter lights generally mean insufficient light output Heat output Adjustability Width of light beam Colour of light affects colour of products
Windows
Windows Keep to a minimum
Are they useful windows?
First impressions really matter
Simple themes work best
Merchandising
Understanding the relationship of image to sales
First impressions prompt predictable reactions Customers quickly decide if they are likely to buy…or not….based on how comfortable they feel.
Need and Want If a shop looks untidy customers will only buy what they need to have now. Impulse (want) sales will be reduced substantially
What image do I choose? The image must fit with the style of the club
How image can enhance the sales of different products Footwear
Hardware
The ‘After’ layout sold 23% more hardware than the ‘Before’ layout.
Textiles
Themed displays sell more product
Summary Try to
Avoid clutter Keep the counter area tidy Group products logically Pay special attention to the journey to and from the counter Only put in the shop what you can display well And always remember that it’s margin not stock - that pays the bills!
Paul Sanders Design Associates
Tel Mobile E mail
+44 (0)1841 533565 +44 (0)7896 530606
[email protected]
This review includes slides showing products and work from various organisations, including those listed below. The inclusion of material in this presentation in no way implies that it is work that has been carried out by the presenter and no part of it should be used, stored, copied, reproduced or transmitted without the express consent of
.
the respective copyright holder
Paul Sanders Design Associates Millerbrown Ltd. Resolution Interiors Ltd Display Works Aniline Illuma UK Ltd Replan (UK) Ltd One Body JTB Design Fletchersports (Guernsey) Ltd
HANDOUTS
Making the most of your Golf Shop
Where do retailers & operators go wrong? Planning of shop is started late Shop is located in wrong position Shop is too small No stockroom is allowed for The shop is not designed by a Too much stock specialist Poor displays No merchandising logic Poor customer flow No clear trading style or identity Low impulse sales Untidy shop Poor shopfitting & design
Planning essentials Use a retail specialist as early as possible to work with the architect Plan critical detail first (doors, windows) & position of sales counter, stockroom & office Layout – use the counter location & the main product groups to encourage customers to see all the shop on each visit
Shop location Adjacent to primary traffic flow Seen by all visitors Entrance off main circulation space Visible from common areas
2
Counter Shop sales only or main reception? Needs to command the shop Position to influence shop sales… sales….ping.pingpong effect Side v. central location Size Image.. any displays must be tidy
Typical display system costs Contemporary style €275 euros per square metre Traditional style €450 euros per square metre
The benefits of good shopfitting are; Durability Flexibility Image Cost effective A stockroom is essential Too much stock creates confusion and reduces sales Poor stock well displayed will outsell good stock badly displayed
Factors to consider when choosing light units • Light output – small 50mm diameter lights generally mean insufficient light output • Heat output • Adjustability • Width of light beam • Colour of light affects colour of products
3 Planning detail & shop operation
Entrance …. size & style Doors …. as few as possible Windows …. keep to a minimum/image Stockroom… Stockroom…. for bags and footwear Columns …. move them if possible Counter …. size & position Offices …. what’ what’s essential? Lighting …. position/type/beam Heating …. must not reduce display area Columns …. move them if possible
First impressions prompt predictable results Customers quickly decide if they are likely to buy… buy…or not… not….based on how comfortable they feel. Themed displays sell more product
Avoid clutter Keep the counter clear Group products logically Pay special attention to the journey to and from the counter Only put in the shop what you can display well Remember that it’ it’s margin - not stock - that pays the bills!
PAUL SANDERS DESIGN ASSOCIATES Tel Mobile E mail
+44 (0)1841 533565 +44 (0)7896 530606
[email protected]
