Social Media is just another Merchandising Vessel!
Social Media & the Merchandise Operation
The most obvious reason that social media can enhance the merchandise operation is because it can educate your members about what is in the golf shop. We are in a day in age where people (members) tend to spend more time scrolling on social media that reading lengthy club letters. Although those club letters are important and I am sure that most people read them, if members are scrolling Instagram they are more likely to engage with a picture of the golf shop. Building a social media around the products you have in the golf shop is the first step.
We are able to use social media to educate members and guests about products that we have, and go deeper than just showing what the products are. We are able to show how merchandise can be worn off the golf course, how certain products can be used and why it is something they need. Members can’t buy what they don’t know you have. And sometimes it can be hard to get them to come through the entire golf shop, to see every single product. We are able to educate about fit, fabric, technology, the ways are endless to allow members to deeper understand the products we carry.
On social media we aren’t marketing the products, instead we are finding new ways to merchandise them. This is just simply through a different storefront, social media. We are adding to their experience, catching their attention, and inspiring future purchases. The goal is to not just have quality merchandise in the golf shop but to also have a retail experience that people enjoy and want to follow along.
I also think there is something to be said about the frequency that members see the golf shop online. Sometimes a member may not be coming into the golf shop every day, or even every week, but they may be seeing something from the golf shop on their phone multiple times a week. That constant exposure keeps the golf shop top of mind. It gives members another reason to stop in the next time they are at the club because they saw something online that caught their attention.
Social media also gives us an opportunity to see what members are responding to. You can learn a lot from what people like, share, comment on and ask about. If a certain product gets a lot of attention, that is information that can be used when making future buying decisions. It gives us another way to listen to our members and understand what they are interested in.
Creating Excitement Around the Golf Shop
Using social media to promote merchandise in the golf shop creates excitement around the products in the golf shop. There is a level of anticipation about what is next, or what is coming soon. Showing members behind the scenes has been one of my favorite things to do lately. I did a series on Instagram, Tik Tok and LinkedIn called “Setting up Shop”, where I showed the start to finish process of getting the golf shop ready to open for the season. Where I started pretty much from an empty golf shop and turned it into a fully curated golf shop ready to welcome back out members and their guests. I got a lot of positive feedback from friends, members, and other buyers about how fun the series was to watch. I think the behind the scenes aspect is especially important because it allows members to see the work that goes into the golf shop that they may not normally see. They see the finished product when they walk in, but they do not always see the buying, planning, organizing, merchandising and creativity that goes into getting it there. Bringing members into that process makes them feel more connected to the golf shop and gives them another reason to care about what is happening inside of it.
We have seen the trend of scarcity and exclusivity on the rise in terms of limited drops, smaller size runs, and one of a kind merchandise. When we highlight products on social media the hype around some of these products build. I am always looking for new ways to enhance the member experience and this has been the most recent new way to add excitement around the golf shop. I think the biggest stigma around golf shops is that they are outdated: navy blue polos and brown headcovers. Showing that you have so much more to offer shows that the golf shop is constantly changing and evolving with the trends and times.
There is also an opportunity to make social media feel like an extension of the golf shop itself. New arrivals, favorite products, seasonal changes, tournament merchandise, special projects and even small details around the shop can all become content. It does not always have to be a big production. Sometimes the most simple things are what people connect with.
Telling the Story of the Club
A quality social media and thoughtful posts makes it more about golf, it tells a story about the golf course itself and the club you are representing. This can be so important to future members, potential staff, guests who are playing. I say over and over again that the golf shop should be a reflection of the club itself and that is true. Using social media to share the merchandise also shares the story we are trying to tell.
Tapping into stories behind the vendors and brands you carry can enhance this on a deeper level. If members understand why you bought something and a story behind a brand they are more likely to buy and more appreciative of the merchandise and the story. There are so many ways to make the golf shop more about golf. Using social media to create things like “gift guides”, highlighting staffs favorites, etc. makes it more than merchandise. It gives the golf shop itself and the golf staff a personality.
I think this is where social media can really change the perception of a golf shop. We are not just showing a polo and saying that it is available. We are showing why we chose it, who it is for, how it fits, how it can be worn and why it belongs in our golf shop. We are telling the story behind the merchandise and connecting it back to the club. It also gives the golf shop a voice. People want to know who is behind the buying decisions and the merchandising. They want to see the personality behind the account. When you allow that personality to come through, the golf shop becomes more approachable and more relatable. It becomes something members can follow and engage with rather than just another account posting products.
Social Media as a Resource for the Industry
Outside of the member experience and focused on the club itself social media is the best resource for new ideas, innovation and connection in the industry. I get some of my best ideas from social media. I have had some home run hits because of things I have seen from others. Being able to connect with other merchandisers, golf professionals and buyers across the country is how the business continues to innovate and get better. Without it the industry would be stale and boring.
I think we as a golf community could do an even better job at sharing with others what is working, what is not working, tournament gifting, accessories, visual merchandising tips, etc. My goal with every post I make is also to inspire others and share what we are doing that has been successful. A lot of the content that I consume online relates to how to improve our golf shop and best practices for others. Being active online and consuming regular content around merchandising allows me to keep up with fashion trends, hot new products and see things that are gaining popularity.
One of my favorite things about social media is that you can learn from people who you may never have the opportunity to meet in person. There are so many talented merchandisers and golf professionals across the country doing creative things in their shops. Being able to see what they are doing opens your eyes to new ideas and makes you think differently about your own operation.
I also think there is a responsibility within our industry to share more. If something works, share it. If something does not work, share that too. There is so much value in being able to learn from each other. We do not all have to reinvent the wheel. Sometimes seeing one idea from another golf shop is enough to spark an entirely new idea for your own.
Social media has also completely changed how quickly trends move through the golf industry. We are able to see what people are wearing, what brands are growing, what products are gaining popularity and what other clubs are doing almost immediately. As a buyer and merchandiser, that information is incredibly valuable. It allows us to stay current and make sure that our golf shops continue to evolve.
At the end of the day, I do not think social media replaces the golf shop experience. It enhances it. The goal is to get people excited about what is happening inside the golf shop and give them another reason to walk through the door. It gives us another storefront, another way to tell our story, another way to connect with members and another way to inspire the industry around us.
The golf shop is constantly changing and social media allows us to bring members along for that process. Whether it is a new vendor, a new product, a new display, a tournament gift or an entirely new way of merchandising something, there is an opportunity to share it. And if we are doing it right, we are not just selling merchandise. We are creating an experience, building excitement and showing people why the golf shop is an important part of the club.