26 Jun ELIMINATE CUSTOMER DIS-SATISFACTION! FIX 3 KEY THINGS YOUR CUSTOMERS SEE AS AREAS OF OPPORTUNITY
Have you ever asked your customers what it was like to shop in your retail outlet? Was it easy for them to find what they were looking for? How was it priced? Would they shop again? Does the current range of products meet their needs and wants?
Understanding this type of feedback allows you to further enhance your retail offer, and reduce the frequency of your customers looking for alternative shopping options off course.
Over the last 18 months Golf Connect has surveyed over 1,500 members/customers who frequent green grass golf shops across the country. These customer insights give us the ability to put strategies in place to improve your customers experience.
1. Customers are looking for an improved value proposition in green grass golf shops
Struggling to increase your sales? Don’t understand why they are stagnating? A high percentage of green grass customers say they will not purchase in a green grass golf shop because of the lack of perceived “value”. Because customers don’t evaluate prices in isolation, a good pricing strategy is not all about the “actual” price. Good retailers need to identify and analyse the many factors that affect customer perceptions of both price and value. To a customer, price includes the actual price of the product, as well as a number of non-monetary costs, such as the risk that the product will be out of stock when the customer gets to store, the time it takes to get in and out of the store, a diverse product range, the possibility the store will be closed, and the product knowledge of store staff.
Tips: If customers don’t evaluate prices in isolation, neither should retailers. Develop an integrated platform that incorporates all key elements and create a strong value proposition. Must ensure that you bring all parts to life in a compelling fashion i.e. price, convenience, new product releases, customer service, product knowledge, product range and operating hours.
2. Customers want a product range that meets their needs and wants
As a customer, not being able to satisfy your needs due to an out of stock situation, or a brand not being ranged, is very frustrating, and can lead to dis-engagement with that particular retail outlet. This is another key reason why customers do not shop in their local green grass golf shop.
Important information: Your number one strategy to ensure ongoing customer engagement from a buying perspective is “Know who your customers are, and who they are not”. Knowing this keeps you from overestimating demand, and helps you create a vibrant shopping environment. Understand your key destination categories, and the key brands that sit within those categories. When working through the ranging of different brands ensure that you have got the market leading products. Clear the clutter from the shop floor, and bring your key destination categories to life in a compelling fashion. If you are overstocked in a particular category, sometimes it is better to reduce your range on the shop floor, so the customer is able to freely move around within your retail offer.
3. Customer are looking for you to run more golf clinics
A high percentage of your customers want to improve different parts of their golf game. That is why 88% of customers are saying that they want access to more clinics, to assist them in getting more enjoyment from their golf game. Improving their short game (i.e. chipping, bunkers & putting) were the most sought after clinics.
Tip: Create space in your work schedule to deliver weekly clinics. These clinics will allow you to further strengthen your customer relationships, as well as creating a pipeline for individual golf lessons, and the sale of hardware. Limit the group size so that you are able to create enough 1:1 time with each participant. Its a win/win for all parties!
Our goal is to help you build a stronger, more profitable business. Call Stewart (+61 410 479 329) for a complimentary consultation to find out how Golf Connect can help you grow and protect your business. It is a sensible place to start!