By Anna Ziegler
When a member or their guest walks into the golf shop, they are looking for more than just products; they are looking for a service and an experience. This shopping experience now has to be delivered by the golf staff. But golf shops are no longer just full of basic polos. With so many new products, fits and styles, consumers may not always be sure of what they are looking for. The apparel and accessories game has changed, and so have customer service expectations.
It has now become our job as golf professionals and merchandisers to deliver this shopping experience. This goes beyond just showing new lines in the golf shop. It is curating and showcasing outfits, delivering new accessories and highlighting their use. Fashion has become a huge part of the game of golf. From Rickie Fowler’s iconic orange to Jason Day’s controversial Malbon outfits, your average golfers want to feel confident in the clothes they wear, and some even want to stand out.
First impressions matter, and most of the time, the golf shop is a guest’s first impression of a facility. Giving them this heightened experience in the golf shop will be something they won’t forget. A staff member who is knowledgeable about the merchandise creates trust between the shopper and the golf professional.
People are eager to learn about “what’s trending” and what is “popular these days,” so it is our job as golf professionals and merchandisers to educate them and share our knowledge. Fashion in golf is always changing and evolving, and we are on the front lines of the business and have to stay on top of the retail space.
After all, guests will forget their scorecard, but they won’t forget their retail experience in a beautiful golf shop. How is Mr. Smith (who has only shopped for himself) supposed to know the best women’s golf apparel to buy for his wife? She wants Fairway and Greene, not frumpy. It has now become our role as golf professionals to point them in the right direction and make all golf wives (and husbands) happy! Gone are the days of “I think this will fit him” or “I think this is cute.” Golf professionals should be making every customer confident in what they are buying from a fit and style standpoint.
The beauty of being at a private facility is getting to know your membership and their style preferences. Who is more conservative and who is going to wear the crazy colors and prints? All golf professionals should be enthusiastic about showing off new merchandise to members. Tailoring merchandise to their preferences enhances the member experience a lot. This shopping experience makes customers feel catered to and builds trust with the golf professionals for future purchases.
In getting to know the membership during my time at The International, both in conversation and observation, there are quite a few members for whom I could pick out an entire wardrobe and they would be incredibly happy. That is one of my favorite parts of my job.
From a staffing standpoint, training golf professionals to double as stylists increases staff engagement and creates ownership in their role. It’s so amazing to see the different golf pros’ styles, tastes and preferences and how that translates to the members. Getting your entire golf staff involved in the merchandise operation, and teaching them style and selling skills fosters creativity and showcases different tastes and aesthetics.
If members and guests see the head golf professional or lead assistant wearing or talking about a new piece of clothing, they are more apt to try it themselves. Engaging your golf professional staff in this way also heightens their role in the golf shop. They are now trusted fashion advisors, not just clerks.
I’m not asking your PGA of America Golf Professionals to read Vogue like Carrie Bradshaw, but they should know the difference between Peter Millar’s Crowned Crafted and Summer Comfort fits. Your golf staff should be familiar with the products in the golf shop to educate members and guests. Train your golf staff to serve looks and close sales.
Anna Ziegler recently completed the PGM Program at Methodist University and is enjoying her final internship of the program as an Assistant Golf Professional and Merchandiser at The International in Bolton, Massachusetts. Anna grew up in Fayetteville, Arkansas, and learned to play golf at a young age. She began teaching in a First Tee program when she was in high school and knew that golf was the career choice for her. She enjoys making people feel confident in the apparel they choose and takes pride in heightening the consumer’s shopping experience.
