More Than Merch!

One of the most important things I had to learn as a merchandiser was that my purpose went far beyond just buying clothes and accessories for a golf shop. My job became so much more than that. I was creating an experience in the golf shop, an experience that could be the first impression on a member or their guest. This experience was more than clothes. As merchandisers and golf professionals we are delivering first class customer service and assistants to our guests. Often times we are their first interaction on property, the golf shop is their first stop so it is our goal to make it the best it can possibly be.
As merchandisers we are stylists, helping customers pick out the right apparel for them. We are advocates for the brands we carry, sharing the vendors stories and product knowledge. It is important for us to know our members preferences and make them feel special, and thought about. We are elevating the clubs brand and making the golf shop and extension of the clubs identity. This means curating a golf shop that tells a story about the golf course itself. Our golf shop should be a destination that members are excited to come to and share with their guests.

I often find myself thinking of new things that make the golf course unique, and what is the overall brand at the course. I use those ideas to curate an even more elevated and personal golf shop. What are niche things that make the property special? Those things should be highlighted in the golf shop and used as a way to merchandise the golf shop. Our golf shop should tell a story, it goes beyond basic golf polos. My goal is to make a golf shop that is as equally unique as the golf course and enhances the experience as best as possible.