Known for its high-quality golf and casual apparel for both men and women, Turtleson brings a fresh perspective to the golf clothing market, offering a unique addition to CPG’s growing network of apparel partners.

“We are thrilled to welcome Turtleson to the CPG partner family,” said Ian Randell, Chief Executive of CPG.

“At CPG, we are committed to providing our Member associations and their Members with attractive benefits and opportunities through strategic corporate partnerships. Turtleson apparel and accessories are now well-established throughout America’s leading golf facilities with products that provide the perfect mix of performance and luxury, and fusion of golf and lifestyle. We look forward to assisting them to further grow their presence internationally through our network of golf’s ultimate influencers – the PGA Professionals.”

Bob Smith, managing Director of Turtleson International, LP, shared his enthusiasm for the collaboration: “At Turtleson, we pride ourselves on offering a premium line of clothing that embodies both luxury and practicality.

“Golf professionals around the world have long trusted the CPG network, and we look forward to offering them our refined, high-performance clothing. This partnership is an exciting opportunity to support PGA Members with the very best in American-made apparel.”

The partnership will see Turtleson work closely with Member Countries and their own Members across the CPG network to offer the chance to explore bespoke orders and accounts, custom embroidery and lifestyle-focused clothing on, and off, the course.

This collaboration marks an exciting step forward, as Turtleson’s stylish, versatile, and top-tier clothing positions itself as a perfect fit for golf professionals seeking high-performance attire that can seamlessly transition from the course to everyday wear.

The brand’s commitment to quality, craftsmanship, and American heritage ensures that every item – from polos and jackets to pants and accessories – is designed to meet the needs of modern golfers and those embracing the active, golf-inspired lifestyle.

The collaboration between CPG and Turtleson is set to offer an exciting new dimension to the golf apparel landscape, empowering professionals with clothing that meets the demands of both the game and a stylish lifestyle.

For more information about the partnership and to find out how to access Turtleson at your facility, visit cp.golf/turtleson.

Further strengthening its commitment to invest in technology that advances all levels of the game, Golf Genius has designed and developed this solution for indoor, driving range and other entertainment golf venues to elevate their customer’s experience and drive repeat business.

“Acknowledging off-course golf’s growing influence and impact across the world, we have been working hard to develop a solution that delivers for a range of venues and requirements,” comments James Sibbles, Head of Entertainment Golf at Golf Genius.

“Powered by technology from within the existing Golf Genius Tournament Management product, venues will be able to manage their own golfing communities through our bespoke Venue App; providing a single place to host, interact with, and market to golfers.”

Golf Genius’ off-course technology provides venues with capabilities to capture and build membership communities through registration and golfer profiling; promote various services; take online registration and payments; and run various indoor tournaments and leagues, in keeping with its longstanding history of supplying best-in-class Tournament Management technology.

“Golf Genius is tournament management software but personally, it is software that allows me to do my job more efficiently because it is the forefront of technology available in the golf industry,” adds Ella Coelho-Mack, Director of Golf at The Green.

“Golf Genius has such a user-friendly interface for emails and leaderboards, and we’re able to give our clients a clean and accessible experience that puts us miles ahead of the competition. It is such a complete product; it has everything you need to run events but also daily operations. It’s not worth suffering through the what-ifs, so set yourself up for success with Golf Genius right away.”

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To find out more about Golf Genius and how its off-course technology can support your venue, please contact james@golfgenius.com.

Golfer and member resistance to change is one of the most common challenges faced by PGA Professionals, managers and other decision makers. So, how can you set yourself on the path to success when adopting and implementing new technology? Are there some examples to follow?

Located in Tilburg (Holland), Prise d’Eau Golf is a large golf club and operation by all accounts, welcoming 10,000 golfers a year and a membership of more than 1,500.

With such a large customer base and complex operation, switching Tournament Management software providers to Golf Genius could have posed a range of headaches for General Manager, Hedwig Wassing.

Here, he shares his three steps that made the switch to Golf Genius successful.

A staged implementation of Golf Genius Tournament Management

“When we first discussed the implementation of Golf Genius Tournament Management across the club, we took a sensible and prudent approach to doing so. We first utilised the system to run our non-member events, such as the business clubs, over a period of time without any pressure. This derived results and case studies that could be presented to our committees, which in turn ensured the membership was totally bought-in to Golf Genius and could be taken off the old system with ease.”

The creation of Golf Genius software ‘Super Users’

”At the same time, we trained our more tech-savvy members to use the system without any pressure of actually running a tournament. Those ‘super-users’ began helping other committee members and the appreciation for what it could do spread throughout the club.”

24/7 Support provided by Golf Genius

As with all Golf Genius customers, Prise d’Eau Golf received continuous support in their implementation and use of the software. They were provided with a full mix of training, live support and educational resources to ensure correct understanding and application throughout. “The support provided by Golf Genius is phenomenal. There’s an immediate response to every question and in most cases, the issue is solved by Golf Genius themselves, rather than them instructing you on how to solve the problem.”

Resultingly, Prise d’Eau Golf are benefitting massively from a smooth adoption process. It is allowing them to successfully utilise Golf Genius Tournament Management to the benefit of their golfer’s experience at the club. “Golf Genius Tournament Management is the most extensive solution on the market, capable of addressing our current needs but also our future needs as well. From the point an event is announced through to the final results coming in, it empowers us to deliver great experiences in an operationally efficient way.”

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To find out how Golf Genius can support your goals and requirements this year, please arrange a consultation here.

01 – Check & update upcoming stock orders

To ensure you have an accurate gauge on when new stock orders will arrive, input, calendarize and communicate each order with your team. This will enable you to manage your staff’s expectations and those of your customer’s.

02 – Introduce a process for tracking demo clubs, rental sets and hire trollies

If you have purchased a new suite of rental trollies or hire clubs for the season, the last thing you need is to lose track of which ones are in use (and by whom). By introducing a tracking process – such as a daily recording system – for your team, they can manage rental equipment properly and track down any that have not been returned on time.

03 – Clear out old stock with a flash sale

To achieve the previous two points, having the space on the shop floor is an absolute must. Flash sales are a great tactic for replacing any gear from the previous season and if you have the means to do so, introducing an online sale via your shop website will help clear out old stock in time for the arrival of new equipment that is coming in.

04 – Update your supplier lists

By updating and correctly filing supplier information such as their contact details, your team can find each one quickly and easily at the point of placing a customer’s order, saving them time and improving the order flow.

05 – Some smaller tasks to think about…

• Finalise your existing customer orders to clean the backlog up and make way for new ones.
• If you have new staff members, make sure they have appropriate account access for systems they need to use on a daily basis, such as till systems and merchandise order platforms.
• Prepare a range of customer communication templates. Team members can use these to communicate with customers at different stages of the buying process, saving them time throughout.

By following these simple steps, your staff will be better placed to elevate customer service levels, become more efficient in the process, and maximise sales opportunities for your golf shop in 2024.

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Golf Genius provides innovative software solutions to over 10,000 private clubs, public courses, and resorts in over 60 countries. Through its Golf Shop solution, PGA Professionals can elevate service levels and streamline processes across the retail operation and various services within it, such as orders, club repairs, rental sets and demo clubs. Contact jenny.potter@golfgenius.com to find out more.

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To find out more about Golf Genius and how it can benefit your golf facility, you can book a free product demonstration here

Golfbidder Pro is now fully automated for the whole of Europe, meaning PGA Pros from across the continent can get prices for clubs and inventory, schedule free collections, and receive payment – all through Golfbidder Pro.

“The launch of Golfbidder Pro across Europe is a superb development and further step towards supporting the businesses of many PGA Professionals,” said Confederation of Professional Golf [CPG] CEO, Ian Randell.

“Golfbidder have been a fantastic partner of CPG for many years and a great supporter of PGA Professionals. This expanded offering provides further business opportunities to PGA Professionals across our membership and network, perfectly aligning with the CPG’s mission and activity.”

Business Development Manager at Golfbidder, Thomas Tanner said “We’re always looking for opportunities to improve Golfbidder Pro but ensuring that this service was available for as many European partners as possible was a crucial starting point for us.”

“Now we’ve delivered this solution, focus switches to helping new and current users get the most out of the tool and to start generating a simple and sustainable revenue stream.”

Golfbidder Pro is a free tool for all golf professionals and retailers which offers guaranteed pricing for old inventory and ex-demo clubs, as well as being able to offer customers trade-in and part-exchange options without the associated risk.

“Golfbidder Pro is not just a pricing tool, it’s a sales tool, too. By knowing the value of the clubs the customer already owns, retailers can focus on the lower cost of upgrading equipment, rather than the higher price of buying something new. Our experience shows us, when a customer knows they can part-exchange and only pay the difference they’re much more likely to transact.”

Golfbidder is the biggest buyer of new and used golf clubs in Europe and is committed to helping European PGA Pros and golf retailers do business – a commitment exemplified by the opening of a new European Fulfilment Centre in late 2023.

On the new warehouse Thomas Tanner said “Our main goal was to simplify business processes by removing unnecessary paperwork as we re-establish partnerships with PGA Pros and golf retailers on the continent. With out new facility, we can ensure our European partners receive the level of service they’d expect, just as they did before The United Kingdom left the European Union.”

For any more information or to get started with Golfbidder Pro, please reach out to our dedicated team in Europe at europe@golfbidderpro.com

New innovative technology drives this expansive range of clothing, in addition to three new print stories that encompass timeless elegance: with comfort, playability and style at the core. The breadth of choice within the collection allows golfers to express their individuality by layering up in coordinated printed patterns or simply keep their style sleek in the new sporty silhouettes, all available in this season’s colours and textures.

Terrazo, the first of three print stories, is a textured print that incorporates a natural, warm autumnal palette for a selection of on-trend outfits. The Monogram print exudes classic luxury, with a unique and symbolic combination of the women’s PING logo for a repeated premium print. Finally, the Diffused Florals print includes an abstract design for a floral camo effect; a bolder option for those seeking a sophisticated, sporty look.

Milli, a new high-end waterproof, features a monogram embossed pattern on the front panels, back vent and lower sleeves and is constructed in a two-layer breathable fabric, designed in a flattering silhouette, to keep you dry and stylish out on the course. The jacket also has a useful adjustable hood which packs into the collar, for ultimate protection during wet weather and the cosy brushed tricot lined areas provide warmth and cosiness on colder days.

An exciting new stand out style is the Gem, a lightweight hybrid hooded jacket with wind and water resistance. The insulation in the front and back panels utilises PING’s SensorWarm® technology for core warmth, while the stretch fabric throughout creates a complimentary fit. This incredibly versatile jacket is a must for golfers, as it is the perfect solution for an on-course thermal, or an off-course winter warmer.

Layering garments in this season’s range couldn’t be simpler, making it easier than ever to create fresh and modern outfits. The insulated Flo vest, with its chic collarless design, makes layering a seamless process by slipping it under outerwear or over mid-layers; with the added benefits of the lightweight and breathable Sorona® Aura insulation and windproof stretch side panels, the Flo will give you a thermal boost and great look.

The Lolette, a printed long sleeve top engineered for moisture-moving comfort in all conditions, comes in three stylish colourways with a peached fabric for enhanced softness – an ideal garment to wear underneath an outerwear option, like the Bryony insulated reversible vest, for full freedom of movement.

The Autumn Winter season means sweater weather is in full swing. Step onto the course in one of PING’s new knitwear styles; the Jeanie roll neck has been designed to effortlessly complement the new insulated vests in the collection and with highlight colour details, it makes it super easy to style for the season. Crafted from a merino blend, this style provides next to the skin warmth and comfort, perfect for layering.

A lined sweater never goes out of style and this season PING has two to choose from; the Elspeth is a hybrid knit, which combines merino blend knitted details with an insulted quilted front body, making it a versatile must have, offering maximum comfort and style on the course. The Kaylah is a timeless fully lined sweater featuring a seamless deep neckline with direction ribs giving this a modern update for the season.

PING also continues its support for the Solheim Cup in 2024, as the official apparel supplier for the European team. Details of the replica kit will be available nearer the time.

Find Out More at PINGEurope.COM

The Taran 3L Jacket leads the range as the ultimate in waterproof protection and is engineered for optimal playability in wet weather. Constructed in a three-layer stretch woven fabric, to provide superior waterproof (20,000mm) and breathability (20,000 g/m2), it embodies what a waterproof jacket should be: protective, breathable and built with the golfer in mind. Crafted from a single panel, the new innovative seam-free construction to the under arm allows greater overarm lift for enhanced playability, allowing golfers optimum freedom of movement during the swing. The inner layer features an exclusive PING print that creates a feeling of comfort next to the skin, whilst this waterproof also comes with a limited five-year warranty.

Joining the range and representing an expansion of the Graphene technology already explored in PING’s previous AW ranges, is the Levan Graphene Jacket. The Graphene technology provides heat retention properties for enhanced thermoregulation in cold weather, with long-lasting comfort regardless of changing conditions. It’s designed with timeless appeal and packed with technical features for peak performance on the golf course. Constructed using a Graphene yarn, knitted into a honeycomb pattern, to provide a soft lining for enhanced comfort, this high-performance fabric provides superior water and wind resistance, offering golfers the perfect non-padded alternative to their choice of outerwear.

PING continues to redefine the future of insulated outerwear through their renowned Norse Series – a new line up of impressive garments all engineered with market leading PrimaLoft® insulation that are perfectly suited to excel in winter conditions. Designed for the coldest days, the Norse S6 Jacket sees a notable reduction in the sleeve bulk to ensure golfers can swing freely and confidently on the course, whilst the stitch-free quilted ThermoPlume® technology to the front body helps eliminate the exposure to wind, adding next-level warmth to this performance golf jacket.

The Norse S6 Hooded Jacket is engineered for core warmth and wind resistance, thanks to stitch-free quilted PrimaLoft® ThermoPlume® to the front and back body. Its contemporary design also features an improved hood, for a modern fit and silhouette. With its multi-purpose protection and core insulation, this is the perfect trans-seasonal jacket to protect golfers throughout the seasons and varying on-course conditions.

The new collection from PING embraces the need for more options and layers of warmth, showcased by the extensive breadth of outerwear and mid-layers available to golfers. Ranging from traditional blue and navy tones to fresh on-season colours like Mushroom and Russet, the options for a sleek, engineered to play outfit are endless.

New for this year, the Firth joins the choice of outerwear, designed with a sporty and contemporary aesthetic for superior playability on the course. The Astle, featuring a mini textured pattern to the fleece sleeves and sleek rubber trims designed with clean, seamless detailing, provides a contemporary look for those looking to add a modern touch to their outfit. With the addition of a water-resistant finish to this cosy brushed back stretch fleece, it’s the perfect mid-layer for winter golf.

Finally, the range of knitwear continues to broaden with the addition of the Cranford hybrid knit sweater and Murphy, a fully lined zip sweater. Both sweaters are crafted from Merino Wool, engineered for complete warmth and comfort. The Cranford features smart contrast woven panelling, whilst the Murphy provides directional rib detailing to elevate their style, seamlessly transitioning from on to off-course appeal.

Find Out More at PINGEurope.COM

With functions to manage special orders, club repairs, demo and rental sets, staff scheduling and customer profiling, the Golf Shop product combines numerous features that enable golf retailers to deliver greater customer value, save time and create more revenue.

Saving time, creating more revenue and delivering exceptional value comes from all four corners of the golf operation.

For the retail side of your facility, we’ve just launched the solution to transform your business: Golf Shop. (1/2) pic.twitter.com/iMa6mHZwFR

— Golf Genius EMEA (@golfgenius_emea) November 3, 2022

“We recognise that golf professionals and specialist retailers are always looking for a concise and efficient service to run their shop operations, so we came up with a solution,” commented Craig Higgs, Managing Director for Golf Genius International.

“We pride ourselves on listening to our customer’s needs and Golf Shop is a bi-product of this approach; it’s there to help manage the workload of staff, streamline retail communications and provide PGA Professionals with useful information about their customers.”

Thanks to Golf Shop’s member surveys and profiling features, PGA Professionals and staff can build data-led insights into the shopping behaviours of members and customers, allowing them to tailor the products and services they market to golfers.

Each function is hosted on the Golf Shop app, which provides staff with a more versatile form of tracking retail activity in a user-friendly manner, regardless of their location.

Golf Shop has proven hugely successful since breaking into the US retail market, with many facilities praising the value it offers their operations, including Valhalla Golf Club: “Golf Shop has helped us differentiate our operation and stay successful by helping us provide excellent, personalised customer service,” said Kyle Cramer, Valhalla Golf Club’s Head PGA Professional.

“The product enables our staff to better serve the Valhalla membership. We especially like the automated notifications feature because it keeps members informed and they appreciate getting updates.”

To find out more about Golf Shop and how it can benefit your business, you can book a free product demonstration with Golf Genius here

Find out more at GolfGenius.com and get in touch at intlsales@golfgenius.com to get your Golf Genius account.

PING Apparel continue to expand their Spring/Summer range, showcasing their commitment to supporting the women’s game. Building off success from previous years, the new range becomes their largest to date and gives women the opportunity to choose from a variety of garments – with outfit choice and versatility at the forefront.

With four brand new print stories and head-to-toe products across a variety of colours and patterns, the new range offers increased choice to women golfers and supplements the performance driven engineering of all the garments within the range.

The first print collection is the Split Ball Polka Dot – drawing inspiration from the iconic PING two-tone split golf balls. This fun, polka dot print design is kept simple and stylish with a palette of black, white and the on-trend, calming tone, Cool Lilac.

The Laguna Beach collection is made up of a textured print, which is inspired by the underwater world. With a punchy, fresh print that uses impactful colours, the collection combines aqua tones and contrasting hot Flamingo pink. This palette can also be offset with navy and white as a classic base.

The Mono Flower print collection incorporates a timeless floral print, updated with a stencil effect design, using mono tones and a highlight of Cool Lilac for a striking effect. Embodying both a crisp coolness and a soft femininity, the Cool Lilac evokes a sense of serenity and balance – the perfect combination for a flattering look both on and off-course.

Finally, the Op-Art print collection completes the four print stories and is designed to create a statement for those looking for a bolder look, with graphic lines and shapes to bring some psychedelic sophistication to this abstract print collection. The placement of the print detail elegantly emerges from the bottom, allowing the entire print to be appreciated even when tucked into complimentary garments.

This season see’s the introduction of the Carla dress, engineered for comfort and freedom of movement out on the course. With SensorCool® technology, female golfers can be confident they can play their best in this flattering, yet technically impressive garment. With an open ribbed V-neck and mandarin style collar for a feminine feel, as well as detachable undershorts, this dress provides an incredibly modest and graceful look.

Furthermore, the collection has an impressive variety of trousers – with a fit and style to suit all golfers. The Vic is a new addition to the trouser offering, cut in a sophisticated 7/8 length. This style features an elastic waistband detail at the back and is finished with pressed creased fronts to provide a smart, tailored silhouette – the perfect modern golf trouser for the summer season.

This new addition joins an already successful collection of trousers, including the contemporary slim leg Verity trouser, which has a four-way stretch fabric for superior comfort and freedom of movement. The Margo trouser is another popular choice, offering a classic silhouette using SensorCool® cotton for refined performance and stretch.

FIND OUT MORE AT PINGEUROPE.COM

The Split Ball capsule draws inspiration from the classic two-tone golf ball design that PING founder, Karsten Solheim, first introduced in 1983. The capsule consists of a range of performance garments that feature colours, patterns and prints that pay tribute to the iconic two-tone golf ball.

The second capsule pays homage to the iconic Mr. PING logo, a widely recognised symbolic figure within the golf industry that was originally crafted in clay by a young John A. Solheim in 1967. The SS23 men’s collection encompasses this quintessential symbol within a curated capsule of technical polos, shorts and coordinating accessories, all featuring this whimsical caricature of a golfer.

In conjunction with these key heritage themes, the collection introduces three new colour stories for the season, all of which offer a refreshed look, with the opportunity for outfit building.

The first colour story is Fusion; the inclusion of fresh spring blues help to create classic head-to-toe looks, which are inspired by the iconic PING split ball colour combinations. A collection of classic blue shades, Danube and Infinity Blue, in addition to a vibrant Poppy, adds energy to this print story.

The second colour story see’s the return to greens; Evergreen. This sophisticated palette includes the new shades, Everglade and Aquarius, that work together, or as individual solid colours. This modern green colour story provides a strong on-course look with a technical edge.

The final colour story is Revival; with pastel colours remaining relevant for the spring season and feature at the core of this fresh palette. Trending shades, Cool Lilac and Violet, create a calming, neutral feel with polos and easy-to-wear shorts offering high summer options for warmer climates.

The choice and depth within the range is expansive, with the trouser offering in particular expanding to suit the needs and taste of every golfer. Three trouser styles now make up the collection, offering more silhouettes and fabrics. New for SS23 is the PING Tour Trouser; a tapered leg performance trouser that is cut to fit loosely around the hips and thighs and tapered to a slim fit from the knee down to the hem, to create a sophisticated and modern look. This new style utilises an innovative four-way stretch knitted fabric, offering golfers ultimate freedom of movement in an on-trend modern silhouette.

New accessories further compliment the range to help build colour coordinating outfits, thanks to a wider range of caps, a new PING Stamp Reversible Belt, which has a sleek gunmetal finish, and additional socks that are engineered from SensorCool® fabric technology and are ergonomically fit.

FIND OUT MORE AT PINGEUROPE.COM

PING have announced the introduction of the ChipR, a fully-engineered short-game solution that combines elements of a putter and wedge to help golfer’s improve performance around the greens.

The PING ChipR is available for custom fitting and pre-sell beginning today at authorised PING golf shops around the world.

The investment-cast, 431 stainless steel club is inspired by the PING Chipo, introduced by PING Founder Karsten Solheim in the late 1970s for golfers who lacked confidence with a traditional wedge and frequently struggled around the green.

“Golfers who fear chunking or blading their chip shots are really going to benefit from the new PING ChipR,” said John K. Solheim, PING CEO & President. “We’ve learned a lot since my grandfather, Karsten Solheim, invented the Chipo, but his insights were spot on as always. Our research indicates 1/3 of golfers who tested the ChipR saw better results compared to a traditional wedge. We’ve engineered a lot of technology into the ChipR to help golfers avoid the poor chip shot and save strokes around the green. It represents another score-lowering option from our engineers for golfers in search of game improvement and more enjoyment on the golf course.”

With the length of a putter (35”) and a loft closer to a 9-iron (38.5°), the ChipR is designed to be used on shots of 40 yards or less around the green with a putting-like stroke, resulting in bump-and-run style shots that ensure the distance control and consistency that leads to shorter putts.

“Applying a putting-style stroke takes a lot of the margin for error out of chip shots and is more comfortable for a lot of golfers,” Solheim said. “Knowing that, we’re building the ChipR at our standard putter length and lie angle to make setting up to the ball easier while providing the right amount of loft to get the ball in the air and eventually rolling closer to the hole. We recommend applying the same amount of force for a putt of the same distance. A lot of golfers will be amazed at how easy it is to use and more importantly, the number of strokes they’ll be saving.”

The ChipR’s compact size and shallow face combine with the cambered sole to optimize performance and provide versatility from the rough and fringe. The precision milled MicroMax grooves deliver consistent and predictable trajectories for improved control.

“We designed the ChipR to fit seamlessly into a golfer’s set,” Solheim said. “Whether they replace an existing wedge or another club in their bag, it’s a tremendous option to save strokes around the green. Just like all our clubs, it’s forgiving and can be custom fit and custom built to match the needs of the player. We’re excited to get it into golfer’s hands so they can share their results with us and their playing partners can ask them how their short game got so good.”

PING ChipR Specifications

Material/Manufacturing Process: Investment-cast 431 stainless steel head; composite cavity badge; tungsten toe/shaft weights; precision-milled MicroMax face and grooves; hydropearl 2.0 chrome finish

STD. LOFT/BOUNCE: 38.50°/8°

STD. LENGTH: 35” (available in custom lengths)

STD. LIE: 70° (avialable in 10 PING Color Codes)

STOCK SHAFTS: Steel: PING Z-Z115 wedge; Graphite: PING Alta CB Slate (R)

STOCK GRIP: 360 Dyla-wedge Lite Grip (3/4” longer than traditional grip)

RRP : £160 (steel), £170 (graphite)

FIND OUT MORE AT PINGEUROPE.COM

“Viktor is a great fit for the PING brand. He’s an elite player and one of the most likeable and engaging personalities on tour. He’s fun to watch, and golf fans have really connected with him,” Solheim said. “When we signed him right out of college, we knew he was a special player. The connection to Norway and our relationship with Oklahoma State over the years made it a no-brainer for us to add him to the PING team. He’s quickly proven himself to be one of the best players in the world in less than three years as a professional. We’re very excited to extend our relationship with Viktor.”

Hovland, 24, has three PGA Tour titles (plus one unofficial win, the Hero World Challenge), and two victories on the DP World Tour. He won in back-to-back appearances last autumn, then won in Dubai in January to give him three victories in five starts. He’s currently 8th in the Official World Golf Ranking. He’s the first Norwegian to win on the PGA and DP World tours, the first to compete in the Ryder Cup, to win the U.S. Amateur, and to play at the Masters.

A native of Oslo, Hovland shares a special connection to PING Founder Karsten Solheim, who was born in Bergen, Norway. The country’s national flag has a place on Hovland’s PING Tour Staff bag

Talking about his new agreement, Hovland expressed his excitement and appreciation for his relationship with the family-owned company.

“Since turning professional and joining PING, I’ve felt very much a part of their golf family,” Hovland said. “The Norwegian connection is really cool and one of the many things that makes our relationship so special. Their team is out there every week on tour, working with me, fine-tuning my clubs but also just listening to me, watching me hit shots and helping determine what I need to elevate my game. I like that it’s a collaboration. We talk through everything, whether that’s at tour events or at the PING Proving Grounds. I’ve always learned a lot from our discussions, which makes me a smarter golfer. The equipment is fantastic and everyone who supports me is really experienced and passionate about what they do, so I look forward to continuing what has been a very rewarding arrangement for me personally and professionally.”

As part of the multi-year agreement, Hovland will play PING clubs, carry a PING staff bag and wear PING-branded headwear (front of hat).

FIND OUT MORE AT PINGEUROPE.COM

Staying true to PING’s clean and timeless design ethos, the SS22 men’s collection features a key focus on ‘Elevated Geos’. The refined geometrics that feature throughout the range reinvigorate pattern and texture, which feature clean, angular, sharp and precise details. The new, innovative designs are complemented by the state-of-the-art Sensor fabric technology platform from PING, to ensure every item is specifically engineered to respond to the body’s requirements and demands whilst on the golf course. As a brand who strive for continuous improvement, PING have also introduced recycled content into a number of styles this season.

For SS22, PING have developed three brand-new energising colour palettes, with each of these boasting a technical edge that showcases PING’s forward-thinking design ethos. The ‘Daybreak’ colour story offers a refined pastel colour palette, while the ‘New Wave’ colour story embodies a more classic range, with Blue Surf and Firebrick red combining for strong looks with heritage appeal. The ‘Supercharged’ palette is a striking new colour story that sees Dragonfly green mix with softer tone, Blue Nile, whilst black and a punch of lime creates a crisp, technical edge.

One of the stand-out pieces in the collection is the 1A Putter polo, inspired by the original PING 1A putter. An innovative design that features the clean, angular shapes of the iconic putter design in a modern and timeless look.

Another signature piece in the SS22 range is the PING Geo polo, a garment that incorporates the ‘Elevated Geos’ theme through the use of a repeat hexagonal pattern and features the PING Eye Mark logo throughout, to offer an eye-catching look for all golfers.

The expanded SS22 collection also features a host of new designs, such as the Focus, Sinclair, Cubic Jacquard, Rae, Halcyon, Portman, Malvern and Alexander polo shirts, which are all engineered with SensorCool® technology to provide moisture-moving comfort in all conditions.

The 1A Putter polo is one of this season’s statement garments. Available in two colours, with a contrast tipped collar, the design takes inspiration from Karsten Solheim’s original idea for the now iconic 1A Putter and features a premium graphic print of this unique sketch. Produced from recycled polyester and constructed in SensorCool® performance fabric, with the added benefit of an antibacterial finish, this polo provides golfers with the perfect all-round garment for the golf course.

The PING Geo polo embodies the company’s brand heritage and logo and features a hexagon design throughout, which has become a recognisable shape that PING has utilised throughout its existence. The geometric repeat print creates a modern look and incorporates the Eye Mark logo within the design. The fabric utilises SensorCool® technology and is made from recycled polyester, to keep the wearer in their comfort zone for the duration of their round.

The brand-new Cubic Jacquard polo is a performance garment that features an eye-catching cubic jacquard fabric throughout and comes in three contrasting colourways: Navy Multi, Black Multi and Blue Surf Multi. Engineered from SensorCool® fabric, it provides comfort in play, with moisture-movement, quick-drying and stretch properties.

Created in a unique scattered camo pattern, the Rae polo provides an on-trend jacquard, executed in a subtle and refined manner. The PING Eye Mark logo on the shoulder contrasts to the camo design and outstanding technical performance comes from the SensorCool® fabric with moisture-movement, quick-drying and stretch properties and is also made from recycled polyester.

Head to www.pingeurope.com, the recently launched e-commerce site, to browse the new season apparel range from the SS22 collection.

The Sensor Platform

The Sensor platform from PING is an innovative, technological system, designed to ensure that every garment worn is specifically engineered to respond to the body’s requirements and the demands of the game, whatever the conditions.

SensorCool® – Engineered to be worn next to the skin, SensorCool® technology, featuring moisture-moving properties, draws excess perspiration from the skin. This will keep the golfer dry for the duration of a round and beyond, guaranteeing exceptional comfort levels in all conditions. Each SensorCool® garment is crease resistant and formed from stretch fabrics that are designed to complement the athletic movements made during a golf swing.

SensorWarm® – SensorWarm® technology embodies a thermal layer, designed to trap warm air and maintain a preferable body temperature. This layer also works as a barrier to resist wind chill and the subsequent effect it can have on a swing. SensorWarm® garments are designed to minimise weight and distraction, through the use of breathable and stretch fabrics. Such qualities also enable the garments to work with the golfer’s body for optimum playability.

SensorDry® – This technology provides the ultimate, long-lasting waterproof and windproof protection against all the elements. The garments incorporating SensorDry® are air permeable and, therefore, truly breathable. The outerwear is specifically cut in lightweight and noiseless fabrics, to eradicate distractions often associated with weather protective garments, while the fabrics used hold stretch qualities intended to move with your body throughout the golf swing.

PING, Mr. PING logo, ENGINEERED TO PLAY, SENSORCOOL, SENSORWARM and SENSORDRY are registered trademarks of Karsten Manufacturing Corporation. All other trademarks are the property of their respective owners.

FIND OUT MORE AT PINGEUROPE.COM

PING has unveiled details of its Spring/Summer 2022 collection. The new range creates an uplifting summer mood, using colour and performance fabrics in a mix of heritage-inspired patterns that have been modernised to soften and update traditional formal looks. The garments showcase a variety of elegant designs in what is their most diverse women’s offering to-date, highlighting PING’s dedication to the women’s game.

For SS22, PING have introduced recycled content into a number of styles and have broadened their women’s offering through three contemporary colour stories. ‘Digital Check’ is steeped in golf heritage and has been engineered with a distorted, optical twist and technical edge to give a sleek looking style for the season. It is a print collection that offers a certain familiarity that will appeal to both traditional and modern tastes.

The second colour story, ‘Distressed Houndstooth’, is a graphic overhaul of a traditional look. The houndstooth patterns have been reworked with exaggerated scales and distorted effects, whilst classic monochrome colours continue, providing a striking timeless look.

The third colour story, ‘Modern Deco’, is inspired by art deco design with patterns that incorporate clean lines, geometric shapes and decorative effects. Within the blue palette in the colour story, PING has created a clean geo print that takes influence from art deco principles to construct a brilliantly chic look.

The collection is highlighted by the Etta and Evie polos, which can be paired perfectly with the Saffi skort and matching Birdie visor for a contemporary head-to-toe look. All are available in any of the three colour stories and feature SensorCool® technology for moisture-moving comfort in all conditions, providing golfers unrivalled comfort and style.

As part of an expanded range, PING have also increased their trouser offering with the addition of the new Verity Printed Crop, Short and Skort to complement the Verity trouser range and offer greater outfit combinations.

The Etta polo has been crafted from SensorCool® stretch and moisture-moving fabric, to ensure comfort on and off the golf course. Available in three colourways, each one utilises the printed fabric in different executions to provide greater variety within the range. All colourways feature a contemporary stripe detail at the back of the garment and are crafted from recycled polyester.

Engineered for warmer weather, the Evie polo features cut-and-sew panels at the armhole. The neckline can be worn open to reveal the printed under placket, or closed over with the feature top button. Its light, minimalistic design, coupled with SensorCool® technology offers golfers a brilliant solution for a hot summer’s day and is produced from recycled polyester.

An all-new polo shirt that encompasses PING’s Distressed Houndstooth pattern in a subtle and refined jacquard fabric. The pattern is further highlighted by the high shine yarn used within the fabric, giving this style added feminine detailing. Available in three strong colour options, this design offers the wearer a modern update on a traditional pattern. Featuring SensorCool® fabric technology, the Faye polo is engineered for moisture-moving comfort in all conditions and is made from recycled polyester.

Available in all three colour stories, the new Saffi Skort provides a coordinated full outfit look when paired with the Etta or Evie Polo. The printed performance skort is engineered with SensorCool® fabric technology, for comfort and freedom of movement and is also made from recycled polyester.

Head to www.pingeurope.com, the recently launched e-commerce site, to browse the new season apparel range from the SS22 collection.

The Sensor Platform

The Sensor platform from PING is an innovative, technological system, designed to ensure that every garment worn is specifically engineered to respond to the body’s requirements and the demands of the game, whatever the conditions.

SensorCool® – Engineered to be worn next to the skin, SensorCool® technology, featuring moisture-moving properties, draws excess perspiration from the skin. This will keep the golfer dry for the duration of a round and beyond, guaranteeing exceptional comfort levels in all conditions. Each SensorCool® garment is crease resistant and formed from stretch fabrics that are designed to complement the athletic movements made during a golf swing.

SensorWarm® – SensorWarm® technology embodies a thermal layer, designed to trap warm air and maintain a preferable body temperature. This layer also works as a barrier to resist wind chill and the subsequent effect it can have on a swing. SensorWarm® garments are designed to minimise weight and distraction, through the use of breathable and stretch fabrics. Such qualities also enable the garments to work with the golfer’s body for optimum playability.

SensorDry® – This technology provides the ultimate, long-lasting waterproof and windproof protection against all the elements. The garments incorporating SensorDry® are air permeable and, therefore, truly breathable. The outerwear is specifically cut in lightweight and noiseless fabrics, to eradicate distractions often associated with weather protective garments, while the fabrics used hold stretch qualities intended to move with your body throughout the golf swing.

PING, Mr. PING logo, ENGINEERED TO PLAY, SENSORCOOL, SENSORWARM and SENSORDRY are registered trademarks of Karsten Manufacturing Corporation. All other trademarks are the property of their respective owners.

FIND OUT MORE AT PINGEUROPE.COM

Despite the obvious and well-documented challenges this has posed to industries, in particular golf, PGA Professionals have adapted to an incredibly difficult situation admirably. You only have to spend a few minutes on social media to see their drive and determination across the world to maintain both their golf games and enthusiasm, conducted under a cloud of doubt and uncertainty as to when they will return to work and the course.

Your clients and customers will no doubt also be itching to get back onto the course, back to playing in weekly club competitions, back to hitting balls on the range and back to having lessons with you. So how, despite having limited ability to interact directly with them, can you continue to build and maintain a rapport? How can you use this time to increase your relevance and prepare your business for when the play button on society is hit?

Social Media

Social media is a powerful tool and something you or your employers will have been possibly engaging with or utilising in some form already. Established mainstream channels such as Facebook and Twitter provide solid bases to create exposure and generate valuable conversations with your existing clients and potential customers, providing it is done in the right way for you and your business.

Don’t stick to just Facebook and Twitter however. LinkedIn provides a professional platform to collaborate with other businesses. Instagram is a fantastic channel for golf clubs to visually present their business – clubs are utilising closed courses to generate fantastic on-the-ground and aerial drone footage, undisturbed, that can be uploaded across instagram, websites and for future content purposes.

There is no doubt other channels such as TikTok [a video streaming site that’s use has surged very recently] will continue to be popularised as tastes and trends change. Keeping an eye on these, learning how to use them and applying them correctly might help you to digitally converse with new audiences and develop your social reach.

Vlogging

At face value, vlogging [creating video content around topics and instructional areas] seems complex. This previous article helps to simplify and break down first of all what video blogging is, how to actually create a great vlog, and then how to effectively deliver it to your audience.

In essence, it requires a small space to be able to explain and demonstrate a shot [if it is a coaching vlog], a camera or smartphone to record yourself and ultimately, oodles of energy and enthusiasm. For sure, it can be daunting to even the most confident of people to film themselves talking but remember that it is you and your knowledge that customers come for week-in, week-out. The only difference is that you are creating that conversation with them through a screen now instead.

Email Marketing and Weekly Check-ups

Remaining relevant is a constant battle we as PGA Professionals face in even more certain trading conditions. Ever-growing competition from clubs, teaching academies and driving ranges keep each and every one of us on our toes to ensure we innovate and improve, so that our clients continue to demand the products and services we offer.

Therefore, in the absence of clubs, teaching academies and facilities, and in fact any form of consumer demand during this crisis, relevancy is ironically, almost irrelevant to a degree.

Front page headlines, news articles and press conferences around the world thoroughly document the challenges and threats of COVID-19, and are obsessively occupying the front of everybody’s minds right now – for good and obvious reasons. So how do you replace, or at the very least, remind people that there is light at the end of the tunnel when it comes to their golf games, their golf club and their favourite past time?

First, you need a client database to be able to activate and engage with.

Second, you need an hour or two each week to set aside and create some engaging forms of online communication. This can be as basic as a generic text message such as the one below, or a multispread newsletter that covers what you, a PGA Professional who is eager to maintain their own golf games has been up to, simple step-by-step coaching tips or generic thoughts on the game’s current trends, and why you are looking forward to making this summer the best yet for everyone. You will find people have more time on their hands right now, so engaging them with longer pieces of content should be really useful and effective!

…”Hi [first name]!

How are you? Have you managed to get any form of golf practice in on the garden? 

If you are limited for space and time, try setting up some simple putting drills in your front living room, or a chipping net with some foam balls to keep the your game ticking over. It won’t be long before we are through these current difficulties and back out onto the golf course and I am really looking forward to seeing you back!

If you would like some more tips and drills to practice at home, or anything else, I am here to help.

[Your name]”…

Thirdly, you need to deliver the content. If you have a large database of text messages to send, you could generalise the message to apply to a large group. You could then create a themed WhatsApp group that includes various sections of your client base, such as parents of respective golf classes to send info through and maintain their engagement.

However you do it and whatever you write, if you maintain the thought of ‘I am here and available for when we return to normal life’ at the front of your mind, your message will remain relevant, be well received and at the very least, replace a negative with a positive for your clients.

Final Thoughts

We are all involved in a current national and international effort to defeat this virus, and I first and foremost wish you all and your loved ones good health throughout this challenging period.

Right now we have a duty to follow and enact upon the strict social measures delivered by our respective governing authorities. The quicker we do this, the quicker we get through it and the quicker we can walk back out onto the golf course.

However, I urge you to use this enforced downtime to engage and re-engage with your customers and clients as much as possible. The optimist in me believes a booming feel-good factor of festivities and consumer spending is an inevitability once our lives and liberties are re-instilled. By using this time effectively, you can position yourselves effectively to take advantage of expected surges in demand and make up for any bump your business is currently experiencing.

Jan Henriksen, Head PGA professional, Silkeborg Golf Club.

“Here in Silkeborg GC we had the same trend as the national average, and the club decided to do something about it. Our Golf Club has been good at focusing on this particular group of members. As we all can imagine, there is a big gap between being a new player that has just finished a beginner’s program to feeling comfortable joining the men’s or lady’s section.

“In collaboration with the golf club, we as PGA Professionals, have chosen to create a community; we call it Club 37. This is a community for players between hcp. 37-54. We offer an open training session every week where the primary focus is on team spirit. The only thing the players have to do is to commit, and therefore there is a modest fee that they have to pay. The focus on team spirit has made us, the Pros, an important point of reference for this member group. Our training sessions are all about creating a social network between the players, and we ensure that by making exciting and varied drills and exercises that they can have fun and compete with players at their level. The social aspect of the training and the joy of having a fellowship together is key for this group.

“The most important thing for new members that they get a social network that reaches out beyond our weekly session. At the same time, they feel that they get the attention of the club, with is very important for new players (source: Players first survey). It has been a huge success here in Silkeborg and a few other clubs around Denmark, in fact, such a great success that the players normally joke that they don’t want to get their handicap under 37. From a PGA Professionals perspective, when players get under handicap 37, we have happier players who are used to taking lessons and know us very well. That gives us the opportunity to sell more lessons and courses to them so that they can continue their development. Over the years, Club37 has experienced better retention. And with Club 37, the golf club and we as coaches have a mutual interest that links the collaboration across the departments.”

Club 37:

• Is a community for new players between handicap 37-54, and max two years membership in the club.
• Open session once a week, with particular focus on exercises and team spirit
• Low cost

(Looking at the other hcp groups, the rate of resignations is approximately the same. However, since the majority of club members have a handicap more than 37, this group will be the most important to focus on. Source: Players First survey and GolfBox A/S.)

Golf Pride, recognised globally as the number one choice in grips by a wide variety of players, explain more…

Regripping time vs. coaching time

The time spent regripping is a hugely profitable way to spend your day. The example below shows just how much profit could be earned from regripping one set in 30 minutes. Two sets in an hour could give a great profit when compared to the money you might make from a lesson. Make it a goal to fill your diary with regrips in the spaces between lessons and you’ll achieve an excellent payback on your day’s work.

You don’t need a shop to generate revenue from regripping

Regripping is something that can be carried out with minimal equipment and without the need for a retail space. If you are a coach at a range or an academy then all you need is some safe space in a store room for example where you can carry out regrips and repairs. You can then bolt this service on to your lessons and ensure all of your clients are playing with good condition grips that are right for them.

Golf Pride provide resources and POS displays FREE

Golf Pride provide a variety of point-of-sale material and displays for use whether you have a shop or not so you can get the products front and centre and in peoples’ hands. Make the most of the posters, imagery and display stands to really show off the service you can offer – and best of all they provide these for FREE from your distributor!

Large range and options – increased personalisation for your customers

Custom fitting and club repairs are very much about personalisation nowadays and with Golf Pride’s wide range of types, colours and sizes on offer you can really tailor your service to a client’s needs.

Improves customer/client relations (and can help your students’ progress)

Regripping, and grip fitting along with it, is a great way of getting closer to your clients even if you do not already coach them. You can offer them the service and then take time to speak with them about their current equipment in general, their game, and whether they are working on anything and then use this as a chance to explain how new equipment or lessons could help.

Then there is providing a gripping service for those that you do already teach – this is a no-brainer as you can ensure your students are using appropriately fitted equipment that is in good condition.

It’s an easy [up]sell

What is the one point of contact between a golfer and the club? Exactly. This should be something that is very easy to communicate to your clients/customers. In order to ensure the connection between the golfer and their equipment is as good as possible then they need to have good condition, usable grips – and regripping is a really cost effective way for them to achieve better performance.

For more information on Golf Pride visit www.golfpride.com.

Thursday 25th January 2018
5:00 – 7:00pm, Room W105B, Orange County Convention Center

Together with the PGA of Great Britain & Ireland, the Confederation of Professional Golf will be hosting a European Drinks Reception at the 2018 PGA Merchandise Show in Orlando on the Thursday 25th of the show from 5:00 – 7:00pm in Room W105B of the Orange County Convention Center.

The evening is an opportunity for European attendees of the Trade Show to meet for an informal drinks and networking evening supported by PGA Golf Exhibitions.

Please feel free to download the invitation below and distribute to colleagues/contacts.

For more information on the 2018 PGA Merchandise Show visit www.pgashow.com

The new facility will create a unique space to accelerate new product development and manage the global fulfilment of product around the world. In addition to its global management and professional teams, the site will include an R&D lab with rapid prototyping capabilities, as well as a new consumer grip fitting studio. Golf Pride plans to move to this new facility in early 2019.

As a proud business partner of North Carolina since 1969, Golf Pride’s new home will be located within the Pinehurst Resort, next to the Tom Fazio-designed, and highly-acclaimed, Pinehurst No. 8 course. Golf Pride looked at several sites, but chose Pinehurst Resort because it was a great location and a great brand partnership as well. The new facility, which will be located within the gates of No. 8, will give Golf Pride a great platform to test new product ideas with a steady stream of golfers visiting Pinehurst Resort from around the world.

Golf Pride has a rich 70-year history and has been the grip choice for generations of golfers. With this new facility, the brand believes it will enable it to be the grip of choice for decades of golfers to come.  The new facility will put the grip fitting experience front and centre to reinforce Golf Pride’s connection with golfers in product development. This exclusive grip fitting studio will replicate the services available to professional golfers on Tour. It will be an appointment-only experience that offers an “inside the ropes” personalised concierge-quality service that all avid golfers will want to enjoy. Golf Pride also plans to use the fitting studio to test new product concepts and expedite the process of translating consumer insight into new products that provide golfers the confidence to play their best golf.

In designing the new building, Golf Pride felt strongly that it needed to respect the heritage and tradition of the Pinehurst area, while also creating a space that features Golf Pride’s innovation efforts that have been instrumental in it becoming one of the top brands in golf.

The exterior of the building features more traditional design elements and materials specifically inspired by the local Pinehurst area, while the interior of the facility will open up to a modern work environment that fits a global brand and the needs of its talented employees. This new facility will leverage the latest in work space design to help Golf Pride employees do their best work and to encourage even better cross-functional collaboration. The site will feature a plethora of different work and meeting spaces to fit a variety of different activities.

“Golf Pride is committed to delivering a steady stream of exciting new grip technologies to the market,” said James Ledford, President of Golf Pride. “Externally, the market reaction to our new products has been great. Internally, our employees are incredibly excited about the new products as well. That said, we have also seen the need for a new purpose-built facility that helps us streamline and accelerate our innovation efforts even more. We want to make innovation easier and faster. We are thrilled about this opportunity to create an ideal site right next to Pinehurst No. 8. As golfers, we genuinely appreciate the Pinehurst Resort experience and we respect the work they have done recently to innovate their own world-class facilities. We have big expectations for our new home and we see it as a once in a generation move to set us up for future success.”

“Golf Pride is a brand with a rich place in the history of golf, one that has continuously demonstrated an appreciation for the game, so we are excited to align ourselves with them as they continue to grow,” said Tom Pashley, President of Pinehurst Resort. “We are confident that Golf Pride will bring new and exciting experiences to our members and resort guests as well, while helping us preserve the tradition and heritage for which Pinehurst Resort and the Village are known.”

The development process will start with Pinehurst Resort making a proposal to the Village of Pinehurst to rezone the land. If that proposal is approved, The Kuester Companies, who is signing a build-to-suit lease with Golf Pride, will submit a permit application with the goal of breaking ground as early as December 2017. Golf Pride plans to move into the new facility in early 2019.

For more information on Golf Pride visit www.golfpride.com.

Fred observes that hospital patients judge their experience not only by the way they are treated for the disease but also, and more importantly, by the way, that they are treated as a person…

If Fred is right, and incidentally I think that he is, and if this concept transfers across into golf, which I think it does, then the ‘how’ is perhaps more important than the ‘what’? This is an essential point for all, coaches, managers, and leaders to recognise. By the way, the great ones do; that is one reason that they are great.

Content, or perhaps we should call it knowledge, can be learned. In fact, content can be learned by almost anyone on almost any subject. Certainly, there is always content to learn or be updated on, that is the nature of progress. Often people have a fascination for content, and yet they have a hard time sharing that knowledge in a way that can make a difference in the life of someone else. I believe that it is possible to learn enough content for whatever role you have in a short period of time to become good at almost any subject. Learning to share that knowledge however is altogether different.

Back to Fred Lee and his five behaviours. Fred conveniently created the acronym S.H.A.R.E. Essentially these behaviours boiled down to the following values: using initiative, being part of a team, understanding the customer’s feelings, treating them with courtesy and making sure that communication is open and honest.

• S – Sense people’s needs before they ask (initiative)
• H – Help each other out (teamwork)
• A – Acknowledge people’s feelings (empathy)
• R – Respect the dignity and privacy of everyone (courtesy)
• E – Explain what is happening (communication)

So if the ‘how’ is so important then how can golf focus more on how to share experience and knowledge so that it is relevant, timely and useful? There are many answers to this question, and I would love to hear your thoughts on the subject.

Confederation of Professional Golf Corporate Partner, Peter Millar, awarded a yearlong apparel contract to Miller furthering their support of the European game.

[fb_plugin video href=https://www.facebook.com/PGAsofEurope/videos/1119958668070919/]

Miller managed to successfully convert his lead and dominant play at Pravets Golf & Spa Resort in Bulgaria in October to take the Championship honours, the first prize of €10,000 and the Peter Millar contract.

“After winning the Championship it was great to receive a Peter Millar apparel contract for 2017,” explained Miller. “The high quality clothing is both great looking and great fitting! I really love the clothing and I have had many compliments from members at our club. Thanks again to Peter Millar for the support and I am looking forward to a great 2017 season!”

“We’re pleased to be giving a clothing contract to the very worthy winner, Ralph,” said Managing Director Peter Millar International, Mark Hilton. “He will wear the latest Peter Millar designs from both Crown and Crown Sport collections over the coming year and we look forward to working with, and supporting, him throughout that time.”

Sign-up for the exclusive Peter Millar member offer at http://eur.pe/PGA-Peter-Millar-Offer.

For more information on Peter Millar visit www.petermillar.co.uk.

This article originally featured in International Golf Pro News. Visit the IGPN Page to find out more and subscribe for free.

When you think of regripping many automatically think of a workshop tucked away at the back of a Pro Shop at a club and then nothing more than a selection of example grips on the side of the shop counter.

Well it doesn’t have to be like that – you could add regripping to your business regardless of whether you run or have access to a retail facility like a shop or store.

If you are a coach working at an academy, or maybe you run an indoor practice facility, then you too could add regripping services and Golf Pride products to your offering.

All you need is an area within a facility where you can create a grip station and also promote your regripping service and the products you have on offer.

Golf Pride’s team of local distributors will then help explain what your specific requirements are, what products you can stock and how to go about effectively marketing your services and Golf Pride’s range of products on offer.

4 Tips For Marketing Regripping Outside of the Pro-Shop

1 – Make sure your regripping service is clearly on offer to your students or customers

Place marketing materials in driving range bays, discuss the service with every student you have, bring products with you to lessons, and keep your regripping point-of-sale materials and stands in view of your teaching bay or passing customers.

2 – Utilise your Social Media presences and leverage your email database

Make an announcement about the introduction of your services, make use of the Golf Pride retailer resources on offer, and keep regular communication going with clients.

3 – Make it experiential

Have specific times on the range or at your academy where you regrip clubs in front of customers to show your expertise, attention to detail and the services on offer. You could create a while-you-wait service for people who are practicing, or perhaps invite the local distributor to spend a few hours with you and your clients to share their knowledge of the important of regripping.

4 – Keep regripping at the forefront of your mind

Hardwire the services into your teaching process, ensuring your students are all using appropriate grips and you regularly check their grips to ensure they are fit for purpose.

—————————————-

To find out more about setting up your own regripping service with Golf Pride visit www.golfpride.com/about/wholesale-distributors and find your nearest distributor.

Why did you decide to offer a regripping service?

Regripplng is something we do through our PGA training and something I have been involved with for a long time. I’ve been regripping golf clubs for more than 20 years! Sometimes it’s an element of the club which is overlooked by golfers, who tend to look at the head and the shaft and forget their only contact with the club is actually the grip.

For that reason we’ll do MOT checks throughout the year. We’ll often pick a club out of the bag and say “how do you manage to hold onto this?”  You’ll find it’s one of those typical shiny grips where you can pretty much see your face in it!

It’s all just about starting the conversation and making them aware that regripping their clubs can help them to improve their golf.

What benefits will a golfer get from regripping their clubs?

On social media now you see a lot of people talking about grip pressure and that’s really important. Your only contact with the golf club is your hands and you’ll feel that pressure through the grip, so it’s important you’ve got it right.

The right size of grip is important too – if the grip is too small you’ll have more wrist action. These are just a couple of the selling points that you can take to the customer to show them how important the grip is, when right now it’s probably something that they’re overlooking.

How often should a golfer regrip their clubs?

It really depends on how much they use them. If they use them a lot they will get worn quite quickly but you would definitely say that, after a year, you would like them to come in and get an MOT done. Often we will start that conversation by asking the customer how their grips are looking and feeling and we’ll give them a quick check while they’re here.

How do you know which grips will suit a certain golfer?

Simply by talking to them and getting it in their hands – the Golf Pride display allows you to do that.

We’ll start them off with the normal, standard golf grip and then move them up to the mid-size and then pop a jumbo in their hands. We get them to feel it and then tell us which one gives them the feeling that they want. It’s their feedback that we’re after and allows us to make the right decision on what will suit them best.

Why did you choose to stock Golf Pride grips?

We stock quite a few of the major brands in our pro shop here and we feel it is a nice fit among those. Golf Pride provides us with a grip wall which instantly helps you to sell that product to the customer.

Rather than sticking to the old school ‘do you do grips?’ approach, customers can instantly see it right in front of them.

Once they’ve found the type of grip they need, we often find that the variety of the range means we can offer them loads of different colours to suit their tastes.

We’ve given the wall a prominent position in the shop where customers can touch them, feel them and put them in their hands. That then gives us a good lead into the sale of a golf grip and a starting point for us to begin to educate them on the importance of regripping.

How does regripping complement your business?

Once I had the grip wall installed I would say that sales in gripping went up at least five times, if not more.

During the course of the year we’re maybe doing three sets a week but that can go up to three or four a day at busy times during the winter.

This time of year is big for us in that respect. We do a lot of regripping in the winter because if you go out on the course and that grip is slippery, it is really going to affect your golf.

We do a lot of promotion on social media and through poster around the golf dub. At this time of year we increase that a little bit as it is an important time for regripping but, importantly, we don’t just limit ourselves to the pro shop – we promote the service right around the golf club.

It’s nice to have that additional service to offer to the customer. We’ll often ask them If they are staying around at the club for a bite to eat or a drink and if they are we ask for half-an-hour to take a look at their grips.

Once we’ve done the regripping and taken it upstairs to the customer they will usually turn around and go “wow, you’ve done that already – that’s fantastic!”

What advice would you give other pros considering offering a regripping service?

The first thing they have to do is get a nice display, which is something Golf Pride can offer.

Get that in as it immediately makes your customers aware you have this service available to them and creates a starting point for the conversation. Once they can see it and feel it, they can make a choice on the grip and then you haw that final bit where you offer the slick service.

I feel by offering Golf Pride and displaying the products on a grip wall where the customer can feel them, you are enhancing that service and ensuring the member has exactly the right grip for their clubs.

For more information on Golf Pride visit www.golfpride.com.

Click Here to Visit the Golf Pride Corporate Partner Hub Page

There’re often times beyond this, once a brand is established, where time is still scarce and efficiency is the name of the game.

The team at Smart Pension has felt both sides of this in the past couple years and has experienced the time crunch particularly on the social media side (sound familiar at all with your experience?). One of the UK’s leading pension companies, the Smart Pension team pulled through in an incredibly inspiring way.

Here’s their story of how they’ve come up with their social media strategy, saved time, and found the best tools to use.

Social media and an early-stage startup

Jack Saville, a marketing executive at Smart Pension, built his startup to be the go-to source for UK pension and auto enrolment. And one of the key marketing strategies he chose for traction was content.

One of the first jobs was to put as much great information and helpful content on the website as possible. However when we finished creating content, we also wanted to shout about it on social media.

We were churning out so much content in the beginning that logging and posting each article on each social media channel was becoming a real time consuming exercise. If we had had Buffer in the beginning we would have saved a great deal of time (and money) in the crucial start-up, make-or-break phase of our business.

Smart Pension made it through this early critical stage and is grateful to now be a more established entity. They’ve kept right on working.

The content team crushed it early on and put together the majority of the foundational, main topics needed to be a thought leader on pensions and enrolment. The next phase was tackling current news and changes, being more of a real-time resource for Smart Pension’s growing audience.

This shift to timely content also needed timely distribution, which is where social media marketing has really paid dividends for the team.

The news section is where we direct most of our efforts now. This is important, as investing a lot of time in your news section shows your customers that you are well aware of the changes in the industry, and that we know that the services we provide need to be altered and suited to the current market and the current pension laws. Social media is the channel in which we communicate our knowledge of industry changes to our customers.

Not a content creation problem … a content distribution one

In building out this news hub, Smart Pension ran into a slight problem:

We work so hard on making sure our news section addresses the current topics in the pension industry, that sometimes we finish a number of articles at the same time.

It’s a similar problem that might crop up for publishers, news organizations, online magazines, and others. It’s not that there’s any trouble coming up with content to share, it’s more a matter of knowing what to share and when to share it.

Jack and his team found the solution here with social media scheduling from Buffer.

Smart Pension spaces out new posts every few hours so that there’s room between each update.

The articles don’t all go up as a wall of similar-looking tweets and posts.

The buffered schedule makes it so that content hits the timeline at all times, helping to reach people who may be online at different times throughout the day.

And the beauty of it all: All this scheduling can be automated.

The scheduling function is also helpful to the work flow of the team. The team member who wrote the article can schedule the post for times of the day that we are posting less and then proceed to the next task. The team members do not have to try and remind themselves of when to post their articles.

Additionally, with the scheduling function we can then post articles at night and at weekends when team members would not necessarily be working. This means that we can have a round the clock presence on social media, without having one of our team members staying up all night!

Scheduling + Analytics

Lots of content to share and a set number of times to share it all: When do you get the most bang for your buck with social media sharing?

The Smart Pension team came up with a few experiments to test the best time to post for engagement.

Here’s an example:

To find out if it’s better to post extra content at night or over the weekends, set up a schedule for both and check the results.

After a few days, log into the Analytics section of Buffer and check to see which time slots have tended to perform the best. You can see this from the Analytics view with a quick glance and intuition…

… or you can export data from your past period of experiments, and filter the results for each different time.

Here’s a sample spreadsheet using data from my own sharing:

(Couple this with the takeaways from Buffer’s optimal timing tool to get even more confirmation for which way you’re leaning.)

Great content goes great with images

As we are a start-up, we cannot afford to have a graphic designer to create the imagery for our social media posts every time we need to post something. Pablo give us the ability to make our social media posts look interesting and exciting, whilst not having to pay for a graphic designer to design them and create them.

According to our most recent data here at Buffer, we’ve found that tweets with images get 150% more engagement than tweets without.

The takeaway: Test content with images!

We believe in this so strongly that we built our own tool for making this as easy as can be. The free image creator at Pablo makes it simple to create images for Twitter, Facebook, Pinterest, Instagram, and more, all at the ideal image size, all looking beautiful—no matter your design skills.

Here are some that the Smart Pension team has used on their latest social media updates:

Click to read The Employer’s Guide To Auto Enrolment Contributions. https://t.co/9bUmJBNxA9 pic.twitter.com/El3z1lFPjU

— Smart Pension (@smartpensionuk) December 14, 2015

Click to read our guide on lost pensions. https://t.co/JwLXr8PQlg pic.twitter.com/BLJ0v3e7ar

— Smart Pension (@smartpensionuk) December 14, 2015

Click to read our guide on spotting the tell-tale signs of a pension scam. https://t.co/ZVRzn4DCwT pic.twitter.com/PAl8FdoV3s

— Smart Pension (@smartpensionuk) December 14, 2015

Working with a team on a social media calendar

And another key piece to the team’s workflow and system is keeping all this distribution organized. One of Buffer’s newest features works great in this case: the social media calendar.

Our content calendar is designed to make sure that we are regularly completing and posting content through buffer. We can all log into buffer and see what other people are planning, and then we can plan our content around the existing scheduled posts.

Image sources: Iconfinder, Pablo

It is difficult to talk of driving green fee revenues in a group-booking context without talking about variable pricing strategies. And you can’t talk about variable pricing strategies without talking about yield management. According to Wikipedia yield management is:

“…a variable pricing strategy, based on understanding, anticipating and influencing consumer behavior in order to maximise revenue or profits from a fixed, perishable resource”

Understanding, anticipating and influencing your customers starts with the analysis of the correct data – a statistical trawl of what’s going on within the business, especially on the golf course. The depth and level of the data we can derive and the analysis thereof drives the criteria we can use to vary our pricing points.

Month

Many clubs are operating a basic variable pricing strategy already – they charge a lower amount for winter group bookings knowing they’re a ‘harder sell’. Conversely, some coastal clubs with great drainage actually charge a premium.

Day of the Week

Again, some clubs are already doing this. At its most basic, they are charging a premium to play at the weekends. Some charge slightly more to play on a Friday as well. In most cases, Monday to Thursday is lumped in together and priced the same.

Number of Participants

This one is less practiced in the UK industry and a significant opportunity. A group booking of 120 people is extremely precious and quite rare (in most clubs) – why wouldn’t you price it accordingly? You probably wouldn’t get 120 paying visitors if the group booking didn’t exist – so you can afford to lower the price and still be significantly better off. Conversely, a group booking of 8 people isn’t as lucrative in terms of monetary value and may restrict a larger booking enquiry coming in afterwards – isn’t that something that should be charged at a premium?

An important additional point to your terms and conditions are needed here – “If any discounted or agreed price is on the basis of a minimum number, this set price will only apply if on the day the set number of participants attend”. A golf day arriving with less than the number confirmed could push the price up – that’s not something easily communicated to the organiser if they didn’t know it could happen.

Tee Times Booked

All clubs have popular and unpopular tee times. Unfortunately, many clubs only have a gut feeling as to when they are. Knowing precisely what your peak and off-peak tee times are allows you to vary the price for group bookings. If 2pm is usually very quiet, why wouldn’t you offer a discount? If 9am is usually very busy, why wouldn’t you charge a premium?

Sales Window

We’ve already spoken about our desire to increase the sales window – to encourage organisers to book early so we understand the future group booking trends earlier and can take action as required. A variable pricing strategy that encompasses this criterion can help shift the window.

Exceptions

This is a slightly different criterion but something that needs to be considered carefully – those odd days that confound our data-driven criteria. For instance, Mondays in April may be quiet – but what about Easter Monday? That has the potential to be quite popular. Fridays in September may be quite busy – but what about the week the Head Greenkeeper is doing his biannual hollow coring and top dressing? Should you be charging a premium on this Friday for a course in less than perfect condition?

No Catering

It’s probably an unfortunate consequence of a wider society change that in many clubs, group bookings are choosing to have less and less catering elements to their event. Where once the majority of bookings had a sit-down 3-course meal at the end of the day – at many clubs today they are in the minority. So, can we box a little clever here and add a silent ‘No Catering’ surcharge to the events that have little or no food? There’s nothing more frustrating than an enquiry coming in afterwards that want the full 3-course presentation dinner included but can’t get the tee times because a booking with no food at all has already confirmed.

The word “silent” in this instance means that the organiser doesn’t get to know they’ve been charged it – it simply gets added onto the green fee. Keeping it silent in this way provides a great opportunity to offer a discounted catering up-sell nearer the date of the event. It will be perceived as a discount by the organiser but won’t actually be a discount for the club – it will simply be the removal of the no-catering surcharge.

A variable pricing strategy based on just these seven criteria can have a dramatic impact on a golf clubs’ group booking revenues. In some instances many prices will be discounted – sometimes quite aggressively. In other cases, by understanding when we’re busy prices will be increased. But in both circumstances, they will be priced on a fixed criteria derived from historical fact. From a quantitative perspective, that’s something difficult to argue against.

Promote Training give away a Group Booking Pricing Tool with their “Driving Green Fee Revenues” eLearning course. Visit www.promotetraining.co.uk to learn more about this, and other strategies to grow your club’s green fee revenues.

Image Components by Freepik

The first and arguably most important green fee promotion to implement are the promotions that encourage loyalty and repeat-play at your course.

There are broadly three themes to increasing any green fee revenue:

1. Attracting new golfers
2. Encouraging repeat golfers
3. Increasing average value

If you plough straight into a promotional campaign that aims to attract first-time golfers to your club, you won’t have the benefit of the incentive mechanism to encourage their repeat custom after they’ve played the course.

Let’s take a look at one great promotion that encourages repeat-play and customer loyalty – the green fee Loyalty Card.

Loyalty Card Concept

Loyalty cards are not a new concept in either the golf industry or wider retail and hospitality sectors. I’m sure many people have a loyalty card or two tucked away in their wallets or purses!

The concept is simple – buy a product or service multiple times and after x number of purchases, receive one for free.

A well implemented, on going loyalty card scheme can work extremely well for any golf course – either pay and play or semi-private.

An effective loyalty card can be the backbone of your green fee marketing strategy.

There are, however, key issues to consider very carefully prior to creating your card. These issues almost exclusively revolve around the terms and conditions.

Expiry Dates

The biggest realistic target audience for our visitor green fee product is the nomadic golfer. The make-up of this profile of golfer suggests they play on average up to 2 times per month. By offering them a loyalty card what are we trying to achieve?

• We want them to play more than twice a month
• We want them to play at our golf club more often

A loyalty card without an expiry date doesn’t encourage the customer to play at your golf course more often. It doesn’t even give a reason to play golf more often. That’s because it has no timescale attached that breaks their habit of playing twice a month.

In most cases where a loyalty card doesn’t have an expiry date, the golfer plays as many times as they ever did. They also play your course as often as they ever did. Except this time, after x number of rounds, they get a free one. 

No expiry date = no urgency to play your course = no change in their normal pattern of play

When to expire a loyalty card will depend very much on how generous the loyalty is in the first instance and what time of year it’s being offered.

Our nomadic golfer plays, on average, twice a month – but that won’t necessarily be a consistent twice a month, every month. Golf is a seasonal game and we know that the weather has a huge impact on the number of rounds on our golf course.

We could make an assumption therefore, that our target nomadic golfer may play:

• Once a month between November and March
• Twice a month in April and October
• Three times a month between May and September

A card that offers the 6th round free and starts in November with a 3-month expiry date is a little optimistic. Our golfer may only normally play once a month during the winter – so the free round would be perceived as unachievable.

On the opposite end of the scale, a loyalty card that offers the 4th round free and is released in May, with an expiry date of the 30th September, is extremely generous. It could be that it’s giving too much away.

Exclude Discounted or Free Rounds

“Stamps not issued for free rounds of golf” – this is an important condition to remember when creating your loyalty card.

“Offer excludes Twilight rates, pre-paid or free green fee vouchers” – this option is very much down to the club to decide. Clearly, a loyalty card offering stamps for discounted twilight rounds may be giving away free rounds during peak times in return.

In Conjunction with Other Offers

Ensuring the loyalty card cannot be used in conjunction with any other offers is probably a condition worth mentioning on all green fee promotions. In fact, it’s one to mention on all promotions throughout the club.

Golf Society Days

“Not to be used in conjunction with any group booking above four players”

Again, it’s down to the individual clubs to decide whether they want to allow stamps, or redemption of the free round, to golf society day participants or not. There are arguments both for and against it and these need to be considered before making a decision.

Remove Peak Tee Times

You may want to consider limiting stamps, or certainly the free round redemption, based on the tee time.

Many clubs would want to limit the number of free rounds redeemed at the weekend. However, that doesn’t necessarily mean that they would want to limit the number of stamps given at the weekend. A full loyalty card of stamps received for weekend play logically deserves a free midweek round as much as any other (more so in fact).

There are also peak times of the year to consider – the week between Christmas and New Year for instance. Often, this period can be quite busy for golf courses and it’s something to consider if you’re intending to run a loyalty card over the December month.

Promote Training’s “Driving Green Fee Revenues” eLearning course is packed with ideas and strategies to encourage repeat-play and also attract new visitors to your club. Visit www.promotetraining.co.uk to learn more about this innovative eLearning course.

@BarryFarber1

Sales strategies come and go, but serving the customer should always be your top priority.

If you’re like most business owners, you probably re-evaluate your sales strategy on a regular basis. There are many factors to consider when switching up your sales approach, including your customers’ changing needs and your latest product offerings. But one thing should never change: You should always focus on serving first and selling second. Here are a few tips that will help you do just that:

1. Stay True to Yourself

Focus on what makes you unique and differentiates you from the competition. When you’re clear about your core values and the strengths you bring to the table, you’ll have an easier time figuring out how you can address the needs of your prospective clients.

2. Ask the Right Questions

We all have a tendency to talk about our offerings during sales meetings. But don’t let your enthusiasm get in the way of learning about your prospects’ needs. Ask open-ended questions (what, when, where, why, and how) that encourage them to elaborate on the issues they are facing and how you can support them.

One question that has worked well for me over the years is, “What are the top three criteria you consider when investing in a new vendor?” Most prospects end up talking about a lot more than price, including flexibility, response time, and other criteria.

Follow-up questions are also key. For instance, if a prospect says that one criteria is “great customer service,” ask them to define great customer service and give you an example. You can then position your company appropriately.

3. Arm Yourself with Information

Of course, you should research any sales prospect before meeting with them. In addition to the obvious sources of information–the company website, news stories, and industry information – I also scour my contacts for people who might be connected to the business. Then, I reach out to them for insights. You might be afraid to ask your contacts for help, but I’m always amazed by what people are willing to do when I ask them for their expert advice.

4. Go Above and Beyond

What are you doing in the sales process to stand out? I know a salesperson who recently spent weekends and late nights working one-on-one with a prospective client–a sports stadium–during trials of the product he was pitching. He worked with the stadium’s employees to make sure they were comfortable with the equipment and even helped them clean up after a big event. The facilities manager noticed the extra effort, which built a huge amount of trust. That’s one reason why the salesperson eventually landed the account. At the end of the day, how much you serve determines how much you sell.

Long gone are the days when retailers used to just offer discounts and sales during prime shopping points in the calendar; it is now almost a perpetual world of discounting in order to attract customers. There is little question that the subject of discounting is one of the biggest aspects of modern retailing and customers have adjusted their psyche and their expectations accordingly.

There is often a fine line when it comes to discounting. Get your strategy and pricing levels just right, and you will be able to achieve good cashflow and a healthy inventory turnover. Get it wrong, and you end up feeling like you are almost only in business to pay the staff and overheads, with little reward for your efforts. The question that almost every retailer, regardless of what market they are operating in, needs to ask is whether the subject of discounting should be viewed as a hindrance that is stifling your business or an opportunity that needs to be grasped with both hands?

A change of shopping habits

You could construct a reasonable argument to pinpoint a number of specific moments in retailing history where customer’s attitudes and expectations changed. Black Friday is definitely one of those pivotal moments, which came about as a way of launching that all-important Christmas shopping period, but has subsequently ended up fueling a mindset of expectation, where customer’s go searching for deep discounts and are prepared to shop around to find the lowest price available, rather than just accept what is in front of them in the store.

These high-profile shopping events are further fueled by the media attention that they manage to garner, with stories of heavily discounted TV’s and half-price furniture, making headlines and seemingly having the effect of changing consumer shopping habits for good.

The modern consumer

What retailers have to contend with going forward, is the fact that customers are far more demanding and less tolerant than they were in the past. This means that in order to thrive as a retailer and appeal to the modern consumer, you will have to be able to get the balance just right, of delivering the right product at the right price, in order to get customers into your store and spending money.

It seems that it is no longer enough to advertise a sale and expect customers to come looking for a bargain. One of the strategies now regularly employed, is to advertise promotions and specific offers in order to attract the consumer in the first place.

Restructuring may be necessary

The continued rise of internet shopping and the noticeable growth of off-price retailing are major trends that are fundamentally reshaping the retail industry. If you are a retailer who wants to not just survive but prosper in this newly-shaped arena of consumerism, there will almost inevitably have to be an element of restructuring required, so that you can accommodate discount strategies which work and offer modern solutions such as a wider range of payment options.

Bricks and mortar retailers have to contend with the fact that internet sales are continuing to grow, which is often at the cost of direct store purchases and it seems that the younger demographic of shoppers. The important point to take on board for bricks and mortar retailers is to anticipate this change in buying attitudes and patterns and devise a strategy that allows your retail business to embrace these shifts and adjust the business model to address and compete with these issues.

Big Data

One way of addressing the discounting dilemma and making it work in the right way for your retailing business, is to make use of an ever-growing availability of personal consumer data, thanks to the growth in big data technology. Consumers have become less resistant, or at least more tolerant of the request for personal information and they give up their personal shopping habits and preferences far more easily than they used to.

Liking a product on Facebook or talking about it on social networking sites, registering for email offers and a whole host of different initiatives, will mean that you can collect very useful and dynamic data about a customer, which you can use for some targeted discounting and offers.

One of the key trends in retailing, is the fact that retailers have the ability to understand and interact with their customers in a much more personal way. Investing in understanding your customer is a key trend for 2016 that could also allow you to use discounting strategies in a much more targeted and efficient way. An offer to your customer is now a combination of different elements, such as a specific product, price or personalised discount.

There are some good indications that retailers who offer a well-structured and more highly targeted offer to their customers, can achieve a higher ROI and maintain better profit margins, than across the board discounting. A strategy that revolves around personalisation and price optimization will transcend into what you could call an offer optimization strategy and would be an excellent use of big data in your retail business.

More payment options

The continuing rise in the use of mobile payment solutions is prompting retailers to look at the payment options being offered to their customers at the checkout. Updating your payment terminal to a newer model will help in a number of ways. It will help improve compliance and security issues but another vital aspect of upgrading, is it will enable you to accept more payment options, which will improve customer perceptions of your business and encourage a more positive shopping experience.

While we may not yet be quite heading for a cashless society as quickly as envisaged, being able to offer your customers a wide range of contactless, mobile and other smart payment options, will definitely help to keep your customers happy. Offering various payment options may not be as strong a buying incentive to a customer as a discount offer, but it does all add to the package.

The rise of the omnichannel shopping experience 

Sometimes also referred to as Multichannel retailing, omnichannel retailing is all about using the various channels in a customer’s shopping experience and bringing them all together to provide an excellent pre-sale and after-sale shopping experience. This involves embracing social media, utilizing online and mobile store technology and also includes more traditional methods such as face-to-face and telephone communications with your customer.

Formulating a successful discounting strategy is just one of the challenges facing retailers in 2016 and in order to survive and thrive and drive your retail business forward, it will seemingly take a lot more than an attractive price tag to attract customers, but the rewards are there for all to see.

This article appears courtesy of Golf Retailing. For more information and to subscribe to the Golf Retailing Newsletter visit www.golfretailing.com.

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The UK Retail eBook: ‘How retailers make money discounting in 2016’ will help show you how the UK’s top independent retailers use smart promotion strategies to increase sales and compete with the big guys. It is available as a free download – for more information and to download it visit www.vendhq.com/uk-retail-ebook.

This article originally featured in International Golf Pro News. Visit the IGPN Page to find out more and subscribe for free.

According to J.D. Power, 67% of consumers have used a company’s social media channel for customer service.

And when they do, they expect a fast response. Research cited by Jay Baer tells us that 42% of consumers expect a response with 60 minutes.

So, how’s your social media customer service?

For this post I was excited to research a set of 14 amazing examples of customer service using social media.

Let’s get started!

1. Samsung: A Unicycling Kangaroo and a Dragon Phone

As a loyal Samsung customer, Canadian Shane Bennett asked for a free unit of their latest, soon-to-launch phone. To sweeten his offer, he included a drawing of a roaring dragon.

Not surprisingly, Samsung said “no”. But to say thanks, they sent him their drawing of a unicycle-riding kangaroo.

Shane then shared both messages (and drawings) to Reddit where it went viral. In response, Samsung Canada sent him the phone he asked for – and customized it with his fire-breathing dragon artwork.

Takeaway: Have fun with customer interactions. Don’t take yourself too seriously.

2. Morton’s Steakhouse: Airport Delivery

While waiting for takeoff in Tampa, Florida, Peter Shankman jokingly asked Morton’s Steakhouse to deliver a porterhouse steak when he landed at Newark airport.

While departing the Newark airport to meet his driver, he was greeted by a Morton’s server with a 24 oz. Porterhouse steak, shrimp, potatoes, bread – the works. A full meal and no bill.

When you think of the logistics of pulling this off, it becomes even more impressive. The Community Manager needed to get approval and place the order. It needed to be prepared and then driven by the server to the airport, to the correct location and at the right time. All in less than three hours.

Some of the comments on Peter’s post suggest that this isn’t an anomaly. Another reader shares his experience of ordering a baked potato and getting a full steak meal – delivered and for free.

Takeaway: Do something unexpected for a loyal customer – when they want it most.

3. Gaylord Opryland: Sleep-Inducing Clock Radio

After numerous stays at Nashville’s Opryland Resort, Christina McMenemy wanted her own spa-sound clock radio that comes standard in each room. The sound helped her sleep better than ever, and she couldn’t find that model anywhere. So she asked the hotel for help finding it.

Turns out, that model was exclusive to the Gaylord hotels. She thought that was the end of it, and went to her conference.

Upon returning to her room that evening, she found a gift waiting: the spa clock and a handwritten card. The staff had given her the product she was unable to find. Not only did they make a long term customer very happy, they also received significant media coverage for their act of kindness.

Takeaway: Make customers happy one at a time.

A quick note on these first three examples

While it’s great to give away phones, steak dinners, and clock radios, this might not be sustainable customer service.

Why not? When other, loyal customers hear what these companies did, they might expect the same treatment. Can Morton’s deliver a free steak dinner to the airport for every customer who asks? Can Gaylord hotels give every loyal guest a free clock radio?

A more sustainable approach is to provide outstanding customer service on a daily basis. These next examples have lessons that can be implemented right away and on a consistent basis.

4. JetBlue: Feeling the Customer’s Pain

During a four-hour flight, Esaí Vélez’s seatback TV gave him nothing but static – while the rest of the passengers had normally functioning screens. How did he respond? He tweeted a complaint to JetBlue. Nothing inflammatory, but he was clearly disappointed.

How did JetBlue respond? While they could have made an excuse or even ignored his tweet, they didn’t. They took his side and empathized with him.

“Oh no! That’s not what we like to hear! Are all the TVs out on the plane or is it just yours?”

After he confirms that it was just his TV that was out, they respond:

“We always hate it when that happens. Send us a DM with your confirmation code to get you a credit for the non-working TV.”

Not only do they imagine his frustration, but they also offer him a credit for his trouble.

What was the result? Just 23 minutes after his complaint, he tweets: “One of the fastest and better Customer Service: @JetBlue! Thanks and Happy Thanksgiving”

Takeaway: Put yourself in your customer’s shoes when responding to complaints.

5. Delta Hotels: Room With an Ugly View

While attending the #PSEWEB conference in Vancouver, Mike McCready tweeted that, while he liked his room at the Delta, the view wasn’t so nice. He didn’t tag the hotel, and he wasn’t asking for anything.

Within an hour, Delta responded – offering a room with a better view. And when Mike returned to his room after the conference, he found a dish of sweets and a handwritten card from the staff at his hotel. It made such an impact that he wrote a post about it – the very same day.

Takeaway: Set up a social listening strategy to listen to all customer conversations.

6. Waterstones: Man Locked in London Bookstore

While every customer comment is important, some are going to be a little more urgent than others. Like locking a customer in your store.

This happened to David Willis last year at Waterstones Trafalgar Square store. He tweeted:

Not surprisingly, this tweet went viral, with 16,000+ retweets and 12,000+ likes. Because someone was monitoring Waterstones Twitter account, they were able to tweet 80 minutes later that they had freed their previously captive customer. Imagine how this could have turned out, if Waterstones customer service had stopped listening for the day.

Takeaway: Always listen to customer conversations.

7. Contextly: Customer Onboarding

Before I do business with a new company, I like to see if anyone is listening. It gives me confidence that they’ll be there if I have a problem or question.

When I was looking for a premium related-content service, I signed up for a free trial account with Contextly. The process was smooth, and I was excited about the app, so I tweeted about it. They responded with a positive, helpful tweet.

As a result, I’m confident that they are interested in me and will help me if I have a question with the app.

Takeaway: Use social media to streamline customer onboarding.

8. Xbox Support: Elite Tweet Fleet

Back in 2010, Xbox added a dedicated Twitter account. Since then, their Elite Tweet Fleet has posted more than two million support tweets. In fact, when I visited their account page, they were averaging two tweets per minute! And they have a team of 27 support experts.

Any company that assigns a dedicated Twitter account (and 27 people to manage it) is amazing to me. Check out some of their interactions:

• The support team addressed an issue with a user and then initiated a follow-up message nine days later. This is outstanding, given the volume of users they interact with on an hourly basis.
• This user tweeted a thank-you message about a replacement Xbox.
• One follower tweeted a custom greeting card, entitled: “To my good friends: Xbox.”

Takeaway: Be committed to your social media customer service.

9. Nike: Respond Kindly to Confused Customers

Nike Support is one of the strongest customer service accounts on Twitter. They feature a dedicated Twitter account, support seven days a week and in seven languages (English, Spanish, French, Dutch, Italian, German & Japanese.)

An example of their approach is here in this customer interaction: A customer contacts them to ask for help finding an order number. Although the question was unclear Nike’s customer support made the customer feel cared for. And when the customer realized they had the information all along, their response is super supportive.

Takeaway: Be kind, even when it’s not your fault.

10. Seamless: Pay Attention to Every Comment

Seamless is an online service for ordering food from local restaurants. Food orders are full of variables and when you add in time frame and delivery – it has the potential to be a nightmare. To manage customer service, they have an active Twitter account where customers can share their love and voice their complaints.

In a recent comment, a customer tells Seamless that on his recent order he received white rice, instead of brown. He wasn’t upset – he said: “Don’t mind terribly, just FYI.”

In response, Seamless asks for the order number so they can check into it. In response, the customer tweets:

Takeaway: Pay attention to all customer service issues. Passive complaints that are left unaddressed can easily cause a rift between the vendor and customer.

11. My Starbucks Idea: Listen and Harvest Ideas

As a way to listen to customers – and get tons of great new ideas – Starbucks created My Starbucks Idea. To date, customers have submitted more than 210,000 unique ideas. To support this program, they have a dedicated Twitter account. It is a great place for users to share their observations and coffee wishes.

A couple of the recent ideas include solar cell equipped umbrellas for device charging and morning coffee delivery (looks like it’s going to happen).

Takeaway: Make it easy for customers to tell you what they want. Listen to everyone and implement the winning ideas.

12. Sainsburys: Fishy Exchange

Sainsbury’s is one of the largest supermarkets in the UK. They’ve got a pretty active Twitter feed with lots of customer questions about products and sale prices. The tone of the account is helpful and positive.

There are lots of good examples of interactions. But none better than Fishy Sainsburys. This fishy exchange took place over a three hour period, between David (Sainsbury’s Twitter manager) and Marty (a customer). The puns will make you groan – many made me laugh out loud. Remember, this interaction was not a marketing play but a real conversation between the company and a customer.

Takeaway: Let your customer service team have fun.

13. Hubspot: Every Day of the Year

Holidays can be challenging times for customer service. When customer service closes for the observance of a holiday in one country, users from other countries will still have questions.

This recently happened with a HubSpot customer in London. She had workflow issues and couldn’t contact anyone at the US-based call center because it was closed for American Thanksgiving. When she took her concern to Twitter, she found a customer service representative in Ireland.

Like many companies in this list, HubSpot has a dedicated customer service Twitter account. To manage international schedules and time zones, they have two Dublin-based representatives and another three in Cambridge, MA.

Takeaway: Be available for your customers.

14. Buffer: Personal and Kind

If you take a quick look at Buffer’s Tweets & replies feed you’ll see how engaging their customer service is. Responses are personal and friendly. And they are usually signed by the team member you’re chatting with.

For example, my wife has been impressed that when she mentions them in a tweet, they acknowledge it, even using her name in their response.

Takeaway: Treat each person with respect. Use your name (and theirs) when interacting with customers online.

What we can learn from these customer service examples

Here are some key takeaways:

1. Choose a primary channel for customer service (many use Twitter) and assign staff to manage it.
2. Decide on your schedule of availability (set hours and days) and post it on your profile.
3. Have each tweet/post signed by the person who sent it. This is done well by Xbox Support, Sainsbury’s, and Buffer.
4. Remember that customers might contact you any number of ways – not necessarily on the channel you chose. Make sure you monitor other social channels for questions and conversations about your brand.
5. Establish a tone for your social media conversations. Generally speaking, you’ll want first to empathize with your customers problem. Stephen Covey said it best: “Seek first to understand…”

I recommend following a few of these companies on Twitter. Watch how they handle customer complaints and comments. I’ve learned so much doing this.

What to do next: Review these points with your customer service team. Decide which apply to your business right now and assign a team member to implement them.

Over to you

Have you had an amazing customer service experience via social media? How are you using social media to provide customer service? I would love to hear both in the comments!