The pro shop. It’s a business within a business. A major retail store that anywhere else would be a handful for staff by itself let alone trying to run a multitude of other operations at a club simultaneously.
A well-run pro shop should earn at least a 30% gross profit.
We offer these top 10 tips for a pro shop's profitable and professional operation. When we often take on new client clubs, most of these golden rules are not followed. We then train the staff to use these tools (and more) to revitalize this important part of a club’s profitability and customers’ enjoyment.
1. Project Open to Buy dollars on forecasted rounds and usage. It’s simple math.
2. Receive the merchandise monthly during the season to keep the pro shop looking fresh and compelling.
3. Turn merchandise at least three times per year. This will lead to more profits.
4. Create visually appealing pro shop displays and change them often. Never leave apparel in plastic wrapping or put headcovers over clubs you want to sell.
5. Know the hot and cold zones and merchandise impulse items accordingly.
6. Place pro shop fixtures strategically so customers see as much of it as possible on their way to the counter.
7. Cross-merchandising is important for multiple sales. Example: merchandise a hat, shirt, and shorts together to create interest for all three items.
8. Create a full-looking shop by stocking your entry table with the newest products.
9. Rotate merchandise frequently to create a fresh look in the golf shop.
10. Make sure the staff wears what you sell. They’ll see it on them, and you’ll sell more.
Of course, many more rules of thumb exist for a successful pro shop. Start with these ten, and you’ll do very well.
Or, hire Bobby Jones Links. We’ll knock it out of the park for you.