What does the future hold for golf retail?
Golf retail and retail in general is going through massive changes. What I mean by changes, is layoffs and declining sales. A very common problem that is rarely talked about, is called "showrooming." Here is a better description than I can offer from Wikipedia.
"Showrooming is the practice of examining merchandise in a traditional brick and mortar retail store without purchasing it, but then shopping online to find a lower price for the same item. Online often offer lower prices than their brick and mortar counterparts, because they do not have the same overhead costs. Showrooming can be costly to retailers, not only in terms of the loss of the sale, but also due to damage caused to the store's floor samples of a product through constant examination from consumers.
Showrooming was said to be behind the collapse of UK photography chain Jessops and Target's decision to discontinue carrying the Amazon Kindle." Wikipedia
So if you are a retail store owner, what can be done? Well, not much. Sell value and service plans but the ability to purchase online has become so common and easy that it is becoming the norm over physically walking into a store and purchasing a product.
Ok, so what does that mean for GOLF. Golfer's typically want to swing or try golf equipment before making a purchase. But online golf companies with great return policies are able to get over the hurdle of trying before buying. Also, selling direct to consumer via the web allows manufacturers to offer better prices since no re-seller or middle man is involved.
We us the direct to consumer approach to offer the finest quality at great prices. So, be prepared golf retail will be changing...and a lot sooner than many are thinking.
Do you buy online or do you still go into the store to buy your golf equipment?
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