“Active Merchandising’ is going to be the future of real-world retail.”
Ethics or Duty?
I asked the question: “If you work in on-course retail, do you have a responsibility for increasing the number of your golfers who replace their driver in the next year?"

I asked that question because I had some feedback on last week’s thoughts with my suggestion that your role – in retail – is to inspire golfers to want to upgrade their equipment.

The comments I received from American PGA Professionals all centered around their role and the importance of “service” and “delivering to the member what they want”.  

There was a senior PGA of America executive who used to say that the golf clubs in America “killed the entrepreneurial spirit when the clubs took ownership of the Pro Shops”.

Certainly, our customers in the UK, South Africa, Australia, and New Zealand, where the vast majority own their shops, didn’t raise any concerns with the thought that they should be trying to increase the number of drivers sold.

But is the challenge a lack of entrepreneurship, or is it an ethics question?

Does “influencing” a golfer to upgrade their driver challenge an ethical boundary?

Can I spin it another way around? Is not selling a perfectly-configured, latest-technology driver to a golfer, who would have more enjoyment and a better golf game as a result, a failure of our duty to the golfer?

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