We Strive For Sales With Purpose, Not Panic

We just had our member-guest and now the kids are going back to school.

We’ve just brought in some fall fashions to keep our shop current and we’re putting shoes and bags on sale. We still have a lot of play in September, as most courses do, so a lot of people are still thinking about shoes and gloves and bags.

The sale we are having is not a blowout, but we’re trying to get people to make that purchase that maybe they wouldn’t make without that little deal.

You’re always good in April-May-June-July. People think of those months as the start of the season and might buy a driver or apparel. Come September, their minds are switching elsewhere – the kids are back in school or starting hockey, they’re back to work and their vacations are over.

To give them a little deal at this time of year is great timing.

I’m very happy with pro shop sales this year. What we’ve done is brought the inventory in on a timely basis, so we don’t have $300,000 sitting in the back room. Our staff has done a wonderful job of managing the inventory.

Most of the stuff we have today is in the pro shop, which is full and looks well-stocked, but in May, we had a lot of sizes and styles in the back room. Now, we don’t have so much inventory that we have to get rid of, but instead of doing that, we can bring in the fall collections that are current. It’s nice to freshen the shop up.

By this point, most members at a private club have seen the shirts that were there way back on May 1. If they didn’t buy it in May-June, chances are they’re not going to buy it in September. On the other hand, if they walk in and see a new line, they might say, `Wow, where did that come from?’ and take a serious look.

We also turn our displays around quickly too. We try to find a happy balance between selective sales that are used to entice purchases and fresh merchandise to keep members interested as we head into fall.

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