Cape Cod Golf Shop rated among the best in the country
(Orlando, FL) – The Club at New Seabury was named winner of the Association of Golf Merchandisers (AGM) Platinum Award for its recent renovation of its golf retail shop as well as the new ideas, creativity and revenue generating ideas. The award was presented at the AGM Annual Retail Conference in Orlando, FL.
“New Seabury was chosen as a Platinum Award recipient based on a superb entry of retail initiatives one of which highlighted the thoughtful planning of its newly designed golf shop,” said Desane Blaney Executive Director at Association of Golf Merchandisers. “Their re-energized efforts, creativity, adaptability and revenue-generating initiatives contributed to its record success and are a true benchmark in golf retail design and development.”
The Club at New Seabury, a premier Private Golf and Resort Community, realized a significant property renovation in January 2019 and at the center of the project was the transformation of its clubhouse, home to The Golf Shop. The Club modernized its existing structure and introduced a design that reflected the area and the Cape Cod lifestyle.
“Customer service and how we best satisfy customers is what drives most decisions of our golf operation,” said Jim Clay, Director of Golf at the Club at New Seabury, who accepted the award. “We really focused on improving the member shopping experience. To help achieve that we implemented new training and placed an emphasis on improving staff product knowledge.”
The new 1,900-square-foot renovated space was adorned with a new décor from a lighter color palette and new display layouts and wall décor that transitioned from pictures to seaside toned woods and photography of the resort. A lighting upgrade to LED, made the room warm and bright. New colors jumped off the displays and grabbed the customers’ attention, while the store transitioned to a lifestyle shop and appealed to golfers and more.
“The transition into a lifestyle shop appealed to many and also added to New Seabury’s customer base,” added Clay. “Those not in the market to buy golf balls purchased apparel and accessories. By introducing new products to the shop, including branded Cape Cod and Club products, we saw sales really skyrocket.”
Successful by all measures, sales escalated and year over year, merchandise dramatically improved with total shop sales increasing by 56%, including a 49% increase in men’s and women’s apparel. And, in particular, the accessories category saw a major year-over-year increase of 102% from $24,653 to $50,039. By selling the lifestyle, New Seabury amplified sales on non-golf-related merchandise and more lifestyle products.
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