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January 25, 2012

Bruce Fleming: Develop A Frequent User Program

Bruce Fleming is the first assistant golf professional at Makefield Highlands Golf Club in Yardley, Pa.

Bruce Fleming on the importance of developing a frequent user program:
In April 2011, we developed our own version of a frequent driving range user card. This is not a typical range pass that gives golfers unlimited usage of the range. Instead, this card allows golfers to purchase buckets of balls in bulk in order to receive deeper discounts. A typical bucket of balls at Makefield Highlands costs 5 dollars, but with the frequent user card, customers can get them for as low as half price, depending on the number pre-purchased. Once the card is purchased, the golfer takes their card to the range and swipes it, similar to a credit card, and a bucket is subtracted from the golfer’s balance. This streamlined procedure allows the customer access to the driving range without having to come into the golf shop to purchase range balls every time they visit, until it’s time to recharge the card. Also, there is no expiration, so customers don’t have to use the buckets within a specific time frame. The system was easy to install, as the company that provided the hardware also downloaded the software package to our computer systems and had everything up and running in about an hour.

Bruce Fleming on the business impact of developing a frequent user program:
This program has been a huge success for our range. Since April, we’ve sold between 2,000-3,000 cards. Even with no lights or cover on our range, we generated over $175,000 in range revenue last year alone, and the revenue is guaranteed up front. This program has also driven business to other areas of our facility. When golfers use the range more, they want to play golf more and tend to spend more on merchandise as well as frequenting our food & beverage department. As far as we’re concerned here at Makefield Highlands, this is one of the best ways to drive business to our range.