Protocol for Re-opening Retail Sales in Golf Shops
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Staff

  • Staff with Covid-19 symptoms shall not be allowed to work.
  • Staff will be properly trained in social distancing and sanitizing protocols.
  • Social distancing will be practiced, monitored and enforced by staff at all times.  

Hygiene and Sanitizing

  • While in shop, masks will be worn by all staff.
  • Staff will frequently clean/sanitize all work areas with focus on high touch point areas.
  • Hand sanitizers for staff and customers will be available near shop entrance/exit areas.
  • Shop doors will remain propped open during hours of operation whenever possible.
  • Shoes should be tried-on only with disposable socks.
  • Apparel will not be allowed to be tried-on, fitting rooms will be closed.
  • Returns are strongly discouraged, and if item is returned it will be sanitized.
  • Grab-and-go items (single balls, tees) should be handed to customer by staff.
  • All chairs and seating areas will be removed from shop.

General

  • Customers will wear masks while in golf shop.
  • Number of customers in shop will be limited to 50% of normal capacity.
  • Proper signage with rules and protocol posted at entrance and near main counter area.
  • When possible, the quantity of product displayed should be limited.
  • Posting of score will be done either by staff or remotely by player.
  • Encourage online ordering, with product pulled ahead of time for the customer.
  • Pay by club account, debit, or credit card (card reader insertion only, no signature).
  • Customers are required to leave shop immediately following their transaction.

Product Marketing

Determine Your Priority

MARGIN vs INVENTORY TURN.  Inventory represents money invested in the shop. In general, turning that investment represents the best use of those dollars – reducing exposure (inventory) should be critical.

Concepts/Promotions to Consider

  • Combo sales (shirt/cap combo).
  • Give-aways for participation in specials like a multiple day pass.
  • Loyalty programs (free golf or cap after 4 or 5 rounds).
  • Blank shirt events at muni shops to lower cost of a special.
  • Father/son (mother/daughter) combo. Give a kid’s shirt at no charge with Dad’s purchase.
  • Give-aways for on-line purchases.
  • Exclusive programs (specials) for vulnerable or prospective customers.

  • Signage important
  • Use interesting props (draw attention where needed).
  • Critical early discounts will create a steady stream of business in the future.

Shop Marketing

Avoid knee-jerk reactions, use caution when reacting to changing market conditions. Look forward and prepare for a bounce-back surge (you can’t sell from an empty wagon).
  •  By appointment only to accommodate Covid-19 rules. Shop access 15 min. prior to tee-time.
  • Outdoor displays (even under a tent) if allowed.
  • Personal shopper (talk to members outside the shop and then get what they want).
  • Employ “add-on” suggestions at check-in (Girl Scout marketing).

Online Marketing

Even seniors have joined the younger generations – they want to communicate and have had a two-month seminar in how to accomplish this.

  • Create and online golf shop, using a vendor’s website with a commission back to the club.
  • Daily specials on FaceBook. Weekly Fashion Show on FB.
  • Free give-aways for online purchases.
  • In-store merchandised displays with order forms that are distributed to members. Orders are pulled and bagged for members.

See the following links (The Preserve GC):

Miscellaneous Thoughts

  • Trust vendors who you trust and provide the support you need.
  • Partner with local companies, hotels, BNB’s, etc.
  • Fill voids in daily/weekly traffic (host beginner leagues etc.).
  • Create no-brainer collateral items for your event salesperson to generate sales (samples show professionalism). Help event coordinators, partner with their vendors to fund gifts.
The above guidelines are based on current phase and are subject to change as new phases are put into place by state/regional/local jurisdictions.