16 APRIL 2004
4-1.1 Sales Floor
Ramstein AB - Germany
The success of the golf shop comes from supporting the golf program both by aiding it
financially as well as supporting golf activities. Merchandise should be limited to inventory
that turns over reasonably well and is economical to keep in stock. While the golf shop should
provide essentials for golfers, its inventory should be based on market demand. Items of
special interest should be considered as special orders.
The sales floor is for marketing material needed by golfers, both equipment and clothing. It
should have three kinds of goods: essentials such as golf balls, tees, gloves, golf shoes, and
other accessories; clothing and souvenirs that appeal both to golfers and other visitors to the
shop; and, more extensive equipment, such as lines of clubs that the golf professional may
use in outfitting people in the teaching programs.
The shop should have internet access for use by staff to order a full array of items, including
golf clubs. The inventory of resale clubs should be ordered by the golf professional. Hence,
provision should be made to carry a few lines of clubs, with a fitting station and space
suitable for their display.
The floor should be arranged in zones for both good merchandising and supporting the golf
activity. The desk shall provide good views of the start of the course and control entries to the
premises. Essentials and impulse purchase items should be located in the high circulation
zone, near the entrances and counters. Clothing and other merchandise shall be arranged in
separate zones to enable easy comparison shopping. Equipment try out zones and fitting
areas should be available for clubs and shoes.
Page 21 of 65