Chuck Will, a PGA Certified Professional, PGA Quarter Century Club member and a past GRAA Top 50 Growth of the Game Teaching Professional, is the PGA director of instruction at the Chuck Will Golf Academy at Dulles (Va.) Golf Center & Sports Park.

Chuck Will on the importance of offering a range member rewards program:
In order to gain more repeat customers, Dulles Golf Center & Sports Park started an e-Range member rewards program. Our facility uses the e-Range Key, a system from Range Servant that customers can use to purchase range balls. For our customers who purchase an e-Range Key in any amount of money, they become “members” of the facility and are eligible for rewards. The customers who participate receive special member pricing on apparel, golf balls, gloves, shoes, caps, accessories and eyewear. The program participants also receive rebates on equipment purchases and clubfittings, 50 percent off an hour-long video lesson, 10 percent off of any adult group clinics or junior golf camps, and access to the Chuck Will Golf Academy’s designated practice and short game area, which is usually a restricted area.

Chuck Will on the business impact of offering a range member rewards program:
Since its inception, the e-Range member rewards program has been an absolute success. Our customers have embraced the program and keep coming back for the rewards. Because of the program’s success, e-Range Key sales were up 38 percent in 2013 compared to the same period in 2012. The e-Range program has also accounted for a 22-percent increase in golf shop sales. As the program continues to grow each year, so do the golf shop’s sales.

If you would like to email the author of this Best Practice directly, please email chuckwillpga@gmail.com