“'Active Merchandising’ is going to be the future of real-world retail.”
The sound that sells

In the stand in your shop, the putter makes no sound. That’s a pity because there is no better sound than a golf ball dropping (although now we’re getting used to the sound of it gently hitting the flagstick). If, every time a golfer walked by the stand, it made the sound of a golf ball dropping, then maybe golfers would stop and notice. While we wait for that technology, one professional decided to bring that sound to life and sold 11 putters and over 100 sleeves of golf balls. All you need is 10 feet.
Expertise matters more than ever
As the retail world goes through fundamental and systemic change, the traditional big dogs are at a disadvantage – for the moment. 

They’ve almost always got a large physical footprint with high rentals and a ‘system’ that is optimized to remove all costs (including expertise) so that they can support large inventory investment and low margins.

The online world offers an even wider choice, without such large
investment in real estate and even less staff, so that they can cut margins further. They try and make ‘expertise’ available online.

In the age of miss-information, that ‘expertise’ or ‘testimony’ has become more critical than ever before. The shopper wants a ‘solution’, not a product. Expertise is vital.

How do you demonstrate your expertise? I see lots of emails that talk about ‘product’. I see lots of emails that talk about ‘price’. What the reader wants to know is how will your ‘expertise’ make them better.   

That’s why we invest so heavily for our customers in creating content that reveals both the requirement for an individual solution, and the expertise of a PGA Professional.

It’s what the golfer wants.

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