Paula Creamer won the Fields Open in record fashion while wearing Sundog's white and pink Prowl sunglasses.
Gogie Girl designates the PGA Tour Wives Association as one of its charitable beneficiaries.
FEATURE
Golf is a game ... and also a business
By Janice Ferguson
GPA Correspondent
The business of golf has the dubious reputation of being slow growth, tough, complicated and even somewhat antiquated. The positive to all of those challenges are the opportunities that present for us.
In the current technological age, software programs and retail aids are being developed that help the golf industry maintain and increase its level of success. One of these forward-thinking companies, ClubStore, touts a concept that is a win for the consumer, a win for the pro shop, and a win for the vendor.
ClubStore, founded in 2006 by Bob Petisi, is an online extension of retail goods for golf pro shops. The mission is to offer club members access to high-quality merchandise in categories difficult to inventory in golf shops for space, cash and risk profile reasons.
Here’s how it works. ClubStore puts hundreds of golf-related merchandise items on its website, including apparel, hats, bags, shoes, accessories, equipment, gifts and art. A golf club becomes a partner with ClubStore, which also provides marketing tools such as personalized email, promotional marketing, point-of-sale and club-specific flyers. ClubStore recognizes that golf professionals have many responsibilities so supplying them with the tools necessary to promote a new online golf shop is a key to their success.
Golf club members can then shop online and have access to brands their golf shop cannot carry. Purchases can be shipped to their homes, offices or pro shop. The program is free to the golf club, and the club shares in the revenue generated by the online sales.
“ClubStore.org is very convenient for our members,” said Glenn Kelly, head golf professional at Woods Hole Golf Club in Woods Hole, Mass. “They get easy access to a wide variety of high quality golf merchandise and gifts that are difficult to inventory in my pro shop. Our members like the fact they can order our logo items 24 hours a day, 365 days a year.”
“Our business solution takes into account the interests of all parties involved in the sales of golf merchandise,” said Brian Schleifer, CEO of Southport, Conn.-based ClubStore. “The vendors on our site understand they will be reaching customers that were unable to carry their brands due to the physical and financial constraints of golf shops — some who are only open for a limited season. And, their members benefit from this solution by having access to a wider variety of merchandise they might not see otherwise.
“Many of our partner clubs are closed for two to four months of the year. Now, through ClubStore, these clubs can continue to communicate with, and offer merchandise to their members whether they are in town or at their second homes. Plus, we recognize that people like to shop from the comfort of their home or office.”
In June 2007, ClubStore was accepted by VGM Club - a national club industry group purchasing organization - as its online golf shop and merchandise extension to VGM’s more than 3,000 member properties in the United States. The partnership validates that large-scale golf management companies see the underlying value of complimenting their business with an online shopping environment.
“ClubStore is a perfect fit for us,” said Kent Dierks, executive vice president of VGM Club. “Our member golf-club and city-club properties benefit greatly by the addition of ClubStore.org as our official online golf shop partner.”
The original focus of the business was to provide golf shops with an expanded offering of women’s apparel and accessories due to the extreme difficulty of presenting enough products to satisfy the female membership. ClubStore also saw corporate sales as an opportunity, so many of its vendor partners provide items that can be imprinted with a company or club logo and used as tournament gifts.
Everyone in the supply chain benefits — members have greater access to golf brands and merchandise, the golf shop owner can offer more without spending money and keeping inventory, and the golf manufacturers have an opportunity to introduce a new brand, sell more product and reach more customers.
“ClubStore is a terrific extension of vendors for pros who may not have time to research all the latest golf apparel and accessories,” said Keri Murschell, president and founder of Keri Golf bags. “I look at ClubStore as a great way to present our keri golf products to people who may not be aware of our brand. ClubStore is extremely easy to work with and we look forward to more success together.”
“ClubStore has proven to be an excellent complement to our pro shop operation,” said Brian Hamilton, PGA professional at Eastward Ho Country Club in Chatham, Mass. “Our members are able to easily look for, and find, high quality merchandise that I am not able to carry in the pro shop. The members are very satisfied with the service and ClubStore does not interfere with, or take time away from, our pro shop operation. Rather, it is a welcome addition.”
A win, win, win that’s good for the game, and good for the business of golf.
For information, visit www.clubstore.org or call 203.339.1086.
