_December/battlingthebigguys.jpg "Battling the Big Guys")
Many public course operators lose the battle with big-box retailers when it comes to hardgoods sales, but management of The Frog in Villa Rica, Georgia, has gone on the offensive with its Equipment Incentive program.
Under the program, The Frog will match the prices of hardgoods offered by golf superstores in the area, but rewards those who purchase in-stock clubs or bags from The Frog with free golf. Golfers receive a round of golf anytime Monday through Thursday for every $100 spent up to $399. For every $400 spent, they receive a complimentary foursome, which can be used at any time.
“We wanted a relatively low-cost promotion that delivered a big benefit to the golfer and something the big-box stores can’t offer,” says assistant professional Steve Smith. “Not many people are doing something like this.”
Since implementing the Equipment Incentive program last year, equipment sales have increased 20 percent to 25 percent at The Frog. In fact, one customer purchased three new sets of clubs, spending roughly $8,000 and receiving some 80 free rounds.
“The man then decided to become a member, so that was really good, too,” Smith adds. “We’ve found the program really increases the customer’s decision to snap-buy items.” Following that huge single purchase, The Frog placed a non-advertised limit on free rounds for huge purchases, negotiating a fair deal for both parties.
The Equipment Incentive program is even more impressive considering The Frog’s clubhouse—including the 1,600-square-foot golf shop—burned down in late 2012, forcing the staff into a temporary facility. The temporary pro shop measures just 900 total square feet, with 25 percent of that space dedicated for clubs and bags. That’s less than half the size of the original clubhouse’s clubs-and-bags square footage.
“Once I get into a full facility again, we’ll be able to devote more space to clubs and bags,” Smith says. “Once that happens, we certainly hope our Equipment Incentive sales will really take off.”
—S.D.