Theresa Crystal is the Director of Merchandising at The Country Club (OH) 

Theresa Crystal on the importance of Offering Gift Wrapping to Your Membership Year-Round:

Since the club’s inception in 1889, we have existed to serve our membership with great quality service and to maintain a tradition of excellence. One of the ways we work to support this mission in the golf shop is by offering gift-wrapping to our members and guests at no additional cost. Additionally, not only do we do this during holidays, but throughout the whole year. By offering this service year round, it allows the golf shop to serve as a “one stop shop” for birthday shopping, anniversary shopping, or any other gifting occasion!

Theresa Crystal on the business impact of Offering Gift Wrapping to Your Membership Year-Round:

Gift wrapping in our golf shop first began over 40 years ago, and there is a reason its popularity has only grown year after year. Members and their guests come in and know that, like I said before, they have come to the “one-stop-shop;” a place where they can find great gifts from our wide selection of merchandise, get it wrapped nice and pretty with a bow on top, and walk out of the shop with peace of mind that their gift is going to be a hit! Over the years, I have heard members and their guests express countless times just how much of a factor our gift wrapping plays in their decision to shop with us instead of getting their gift somewhere else off-property. These comments are fantastic evidence of the impact a practice like this can have on not only your member’s contentment but also increasing member engagement, and maintaining time on property, all while boosting sales and increasing revenue for the club as well.

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