“'Active Merchandising’ is going to be the future of real-world retail.”
The rack is not the best place

How many Pro Shops do you walk in and see racks of wedges? I’m always curious about sales inspired by those wedges. Are they just there so passing golfers know that you have wedges. Maybe then when they decide to change their 10-year old, grooveless wedge, they’ll know to come to the rack?

What about finding a way to take the wedge to the golfer? Four Professionals sold 97 wedges in less than 21 days after holding an event that also filled their bars.
It stops being about the product
The retail world is going through a period of dramatic change. It is
fundamentally and structurally changing driven by two trends you should be very aware of:

First, digital connectivity means that a brand or retailer can now be omnipresent in the consumer's lives. That changes the relationship from transaction to journey. They are no longer trying to satisfy an immediate requirement for a product, but a lifestyle desire for a better future. The leading brands and retailers now ought to have an SVP or Director of Monetization to exploit these relationships.

Then, the consumer has evolved. They want “experience”. The
commodity isn’t enough. You can see it in the advertising you watch. It’s never about the commodity anymore; it's about something far, far more important to your life.

I watched a Carling Lager advert this weekend that never mentioned the beer once. It was all about your local community and how important that is. Think about that. The experience they were talking about was even bigger than drinking the beer. It was about belonging.

A wedge in a rack isn’t an experience. It’s a commodity. A pretty shabby presentation of what the golfer is actually trying to buy.

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