How do you make the most of the holidays, that seem to pre-empt lots of consumer spending, without looking like a cheap trader? Or, is this the time of the year not to worry about how it looks?
Are you familiar with this table? It’s used by category managers at many of the best retailers in the world.
Certain mass-market retailers (usually discounters) may well reduce the price on an item from the bottom right quadrant (low-margin, but high volume) during promotions.

They do it because these are items that must be important to shoppers and are probably price sensitive. They’re trying to attract additional shoppers into their store or onto their website, but then want to find ways to add items from the top quadrants (higher margin items) to the basket.

If you’re at a golf course, you’re not a mass-market retailer. You’re in a small golfing community. You must think about different ways that
consumers behave, when designing your promotions.
A mass-market retailer will see margin as a “percentage” number. You should view it as a “real dollar amount”. A ‘launch monitor’ might be a good example. It may have the same margin percentage as a golf ball for you, but it’s a big-ticket item with strong dollars in the till.
Especially if you’re an independent retailer, selling 50 personal launch monitors is several valuable thousand dollars of profit. That’s worth an effort, especially if you’ve not sold one before.

Find ways to create sales momentum. You want your golfers to see other golfers on the practice tee with their own launch monitor. That’s an item worth finding ways to promote as:

a) A Black Friday Special
b) A Christmas Gift
c) A discounted item if someone buys another product, like a new driver or a coaching program.

What high margin products would benefit from sales momentum in your shop, or at your academy?

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