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The Pro Shop’s Guide to Buying Inventory
We know course managers have a lot on their minds. Sometimes, taking care of the pro shop takes a lot of energy and time away from ensuring customer satisfaction. By using Chronogolf’s fully integrated tee sheet, managers can connect their golfers directly to the POS, manage Pro Shop inventory, track purchase orders, and generate reports with unprecedented accuracy.
Pro Shops are feeling the squeeze. From one side, large online retailers are offering discounts few brick and mortar shops can compete with. From the other, competing courses in the neighborhood are carrying the same or similar merchandise.
Independent pro shops today are finding their own groove, offering more than low prices and generic product selections. They’re creating a unique identity for themselves, perfecting their customer service, and curating hard-to-find merchandise that attracts – and nurtures – a loyal golfer following.
Managing a pro shop is a blend of art and science. Sometimes you need to go on instinct, sometimes you need to look at the numbers.
Metrics matter for a number of reasons: they help you become more profitable, they help you bring in more sales, and they help you control costs. What’s more, when you approach banks, landlords, and suppliers, you need to have these numbers in hand, to demonstrate how well you’re managing your business.
Today, tons of golf courses are engaging with their customers online. They do so because this is where most communication happens. “70 percent of U.S. households now use the Internet when shopping locally for products and services.”
83% of Americans have a social media account, and 48% of them have interacted at least once with a company or institution online. 41% say it’s important for companies to have a social media presence. Of those with social media accounts, 28% would rather use social media to interact than to visit a physical location, and 59% agree that customer service via social media has made it easier to get questions and concerns resolved.
13 Tactics to Increase Revenue at Your Golf Course
Green Fee Play: No show rates are still a major pain point for golf courses. Without any added benefit, public golfers have no real incentive to honor their tee time. Offer small discounts on off-peak hours in exchange for credit card payment upfront. This gives the golfer just enough incentive to commit to the tee-time, and it also pushes traffic to your off-peak hours.
Memberships: Would you sell guests certain member benefits? Guests will often pay market rate for normal member services – like locker rental, club care, or charging privileges – for the chance to sample and experience the club. You will control the days and times of availability and the price for these privileges. This is an easy way for certain membership candidates to “sample” the club, and slowly integrate your facility into their lifestyles.
You can create an outstanding customer experience for your customers by personalizing your interactions with them. Chronogolf lets you look up customers’ spending habits as well as keep track of their personal preferences.
If you follow the classic 80/20 business rule, where 80% of your business comes from just 20% of your customers, Chronogolf makes it easy to know who that 20% is. Just pull up the report on sales by customer, and you’ll see who’s shopping with you most.
Chronogolf makes it easier to collect data from your customers too. Sales staff can either enter customer information collected over progressive conversations, or customers can enter in their email address on the customer facing display while the sales associate is ringing up their sale. Many customers like this option as it also gives them the opportunity to have receipts emailed.
An ounce of prevention is worth a pound of cure when it comes to reducing losses from fraud. Truth is, monitoring eliminates the temptation to steal.
Brian Warrener, Associate Professor in The Hospitality College at Johnson & Wales University, advises putting good procedures in place. This way there is a clear and precise protocol for staff to follow, even when it gets hectic.
Intelligent use of a good POS can help you to establish the most effective procedures for your bar. “The single biggest thing you can do to reduce theft is get rid of your cash register and use a POS system. A cash register is the Number One place for theft,” says consultant Mike Reis, BevIntel Seattle.
Building an Effective Online Promotion Strategy for Your Golf Course
Today, tons of businesses are engaging with their customers online. They do so because this is where most communication happens. “70 percent of U.S. households now use the Internet when shopping locally for products and services.”
83% of Americans have a social media account, and 48% of them have interacted at least once with a company or institution online. 41% say it’s important for companies to have a social media presence. Of those with social media accounts, 28% would rather use social media to interact than to visit a physical location, and 59% agree that customer service via social media has made it easier to get questions and concerns resolved. […]
A Complete Guide to Getting Started With Email Marketing for Golf Courses
Just like any software purchase, you need to do your due diligence and shop around. Here are a few checkpoints you should be looking out for:
Ease of use
For email marketing software, simplicity is key. You should be able to create your first campaign in a matter of minutes. Sign up for free trials, test a few vendors out and see which one is easiest to use. If you have staff that needs training on this, you want them to be able to pick it up as fast as possible.
You want to stay in touch with your golfers on a timely basis. Sending automated emails based on specific dates can be a huge time saver. For example, when membership end dates are approaching, you can set up an automated campaign that sends reminders to your members to renew.
Year End review at the Golf Course: the Ultimate Guide
When the year ends managers are often left wondering how their restaurant and pro shop operation performed over the course of the season. Often managers will turn to reports made available to them by their POS system as they are vital touch points in any golf operation. Managers who use a good POS system can learn a lot about the yearly performance of their course by analyzing the following metrics:
A common theme within golf course management is the high amount of churn managers face within their staff. A rotating cast of employees causes the risk of hiring ineffective employees raising the cost of training while hurting performance on the course and in the pro shop. One way to mitigate these risks is to use POS data to track employee sales. Analyzing the sum of sales data per employee at the end of the year can help with year end performance reviews, show which employees are worth bringing back next season, and help determine who is worthy of a raise.
Imagine a scenario where your customer lands on your website only to see an advertisement showing the exact golf shoe they’ve been drooling over in the golf shop after every round of golf. It wouldn’t be surprising if a moment like that instigated a purchase, either online or at the pro shop after the player’s next round.
Millennials have grown up in the digital world, everything they’ve interacted with has involved a screen, a keyboard, the internet or social media. Even though they don’t mind getting their hands on products and trying things on in person at your pro shop, millennials are much more likely to respond to online promotions and order through a webstore like Amazon or even your pro shop’s ecommerce site.
Young people increasingly see themselves as having a unique identity, and are fiercely loyal to specific brands and styles. As a result, they tend to purchase only from retailers offering those names and looks. In short, if you show a TaylorMade commercial to a Titleist fan, a positive response (if any) is unlikely. Instead, a special web offer on a set of Titleist irons timed to reach loyal advocates of the brand will elicit a much stronger response and generate more sales.
For the golf industry, the past decade has been marked by one specific disruption: online tee time distribution. Since the the early 2000’s a multitude of golf operators have allowed a large portion of their tee times to be bought and sold and online by a number of online distributors. In principle, these platforms look very promising. Golf operators don’t have time to create their own online marketing strategy or leverage their own online booking engines to promote tee times, so it’s a no-brainer to market tee times online through an aggregator. What’s so promising about these tee time aggregators is their ability to broadcast tee times to a huge audience, generate a lot of clicks, and ultimately drive bookings to the course.
The problem is that these booking platforms have become so popular among golfers, most golf operators feel obligated to keep giving huge portions of their tee sheet away in order keep attracting players to their course. Unfortunately, when operators do this they sometimes get cannibalized by their own distributors who can discount tee times against full price rounds by up to 80%. This has resulted in a long decline in green fees for many golf courses.