INSTORE FEATURE
Given the modern propensity for the of time. The company believes it is ideally
prominent brands to launch new lines placed to suggest and guide strategies
when their previous models are only a for successful retail environments as the
few months old, the successful retailers market moves into leaner times.
tend to be those who anticipate the new For more, write to Replan at New Mill Road,
kit’s arrival and are able to display these Honley, Huddersfield, West Yorkshire
items in prime locations. In such an HD9 6QA, call +44 (0)1484 666666, email
environment, the golfer is more likely replan@replan.com or see www.replan.com
to spend.
In any case, the tactile nature of in-
Golf shop facelift
store shopping is an asset not available to
online traders. Golfers can actually try on REPLAN HAS recently given the pro
a shoe and walk around in it, or find out shop at 3 Hammers Golf Club in
how a club feels to swing. Open areas and Wolverhampton a boutique-style facelift.
wide walkways encourage the customer to Owner Philip Warner turned to Replan,
interact with the merchandise and stores who designed and built the original shop
employing such tactics have continued to in 1990, and the result is a central
increase sales despite online competition. even in the most trying economic climate, counter with a fashion area adjacent
Now, though, the game appears to be with the right execution. to the club’s bistro and an equipment-
moving onto another phase. Trends building up towards Christmas focused area opposite the driving range.
Replan has polled a cross section of indicated appeWar that smaller items The shop was installed with low-level
UK golf retailers to create a snapshot of such as shoes or gloves were more likely fixtures and fittings, giving clear views
the current market and the results have to move off the shelves. Given this throughout and extensive storage space
provided a valuable insight into what is perceptible dip in the level of consumer behind the counter.
happening in the industry. spending in golf shops, it was vital that Justin Eaton of Replan said: “Creating
Not surprisingly this research shows stores were set out to make shopping a retail environment that works is all
that new club membership uptake is easier to anyone who may not be familiar about building what the client wants
slowing, if not reversing, and that people with the products. whilst keeping sight of the customers’
don’t have the disposable income that they In a quarter of a century, Replan has needs and requirements.”
once did. However, retail can be successful, seen trends come and go yet stood the test
January 2009 PRO SHOP EUROPE 9
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