The UK’s main golf retailer American Golf, at present supplied an replace of its commerce efficiency (February – August 2024), revealing gross sales and market share will increase, in addition to standout outcomes for newly refurbished shops.
American Golf studies a gross sales enhance of 1.8% like for like (LFL) and a rise in market share of 1.4% LFL. The gross sales enhance is attributed to tools, golf equipment and footwear, a transparent indication that the Model’s purpose to grow to be the last word one cease vacation spot for all the pieces a golfer requires continues to attraction to their core prospects and new prospects alike.
American Golf’s success continues regardless of a difficult begin to the season, with moist climate situations throughout the UK inflicting the typical variety of rounds performed per course to drop by 8%, with the Midlands and North of England struggling probably the most (-12% much less rounds and -13% much less rounds respectively).
Within the face of those challenges, American Golf has continued to put money into its nationwide retailer footprint. Thus far in 2024, a number of key shops in American Golf’s 80+ portfolio has seen funding, by improved signage, high to backside refurbishments and continued concentrate on buyer expertise and repair.
American Golf Thurrock retailer, which has benefited from an extension and important monetary funding, has already reported a LFL gross sales enhance of 35%. As a part of the refit, the shop now boasts a further customized becoming bay with market-leading know-how, extra Manufacturers, and an animated placing inexperienced. Equally, the lately relocated Norwich retailer, which was upgraded with further customized becoming amenities, has seen a LFL gross sales uplift of 65% following the reopening.
The enterprise has put further concentrate on buyer expertise, engagement, and loyalty, similar to focused and personalised campaigns, funding in new ‘listening instruments’, a brand new behind-the-rope loyalty programme, and a continued strategy to deal with each buyer as a VIP. This has pushed year-on-year will increase in buyer frequency (+2%) and common spend (+7%).
The enterprise has additional invested its portfolio of unique Manufacturers similar to Benross, Stromberg, Greg Norman, Fazer and Rife, offering golfers of all ranges with a ‘good, higher, finest’ providing to go well with all budgets. With the assist of devoted Model campaigns, trade product critiques and influencer engagement, every Model continues to develop in gross sales and market share.
Nigel Oddy, Chief Government Officer, American Golf mentioned, “We’re happy with our efficiency regardless of the delayed begin to the golf season, brought on by the unusually moist climate. Though a gradual begin to the monetary 12 months, we have now seen sturdy leads to current months, and I’m assured we’ll proceed this development for the rest of the 12 months. I’m significantly happy with the progress we’ve achieved in growing our retail shops and buyer expertise – this stays our greatest precedence all through 2024 and past. Investing in new know-how, bespoke companies and sustaining our excessive requirements of customer support will keep the Model’s implausible place for the remainder of the 12 months.”
In addition to particular person shops, American Golf has invested in new and dynamic partnerships, together with its first ever concession with main retailer GO Outdoor, to proceed to develop the shop providing. The three,000 sq. foot concession opened in GO Outdoor Gloucester in August 2024, with one other retailer because of comply with by the tip of 2024.
Nigel added: “In addition to a concentrate on our retail footprint, new strategic partnerships stay essential to American Golf’s imaginative and prescient of turning into ‘The Final One Cease Vacation spot for Every thing a Golfer Requires’. Because of our unique Manufacturers and partnerships with a few of the greatest names in golf, helped by some good climate, we’re assured that {the golfing} season could be prolonged, and American Golf can assist golfers through the winter months.”
Outdoors of the shop providing, American Golf can also be investing closely in new buyer acquisition, encouraging gamers of all ages, identities and backgrounds to take up the game. A part of this drive has come from the retailer’s Sport Changers initiative, a focused marketing campaign designed to shine a light-weight on a lot of path blazers who’re making golf extra accessible. In addition to partnerships and sponsorships for particular person Sport Changers, a variety of unique provides and low cost codes have been launched to focus on new golfers.
In response, new buyer acquisition is up by 6% and gross sales of bundle units (supreme for brand new golfers) and extra entry merchandise have all carried out effectively. One other focus of the Sport Changers marketing campaign is to extend the variety of younger golfers taking over the game, and in August alone – gross sales of Juniors tools rose by over a 3rd in comparison with the earlier 12 months. This was aided by providing Junior golfers practise periods in all shops nationwide through the summer season holidays, together with competitions and product incentives.
Abstract
American Golf improves commerce efficiency, regardless of report rainfall firstly of the 12 months, by investing in its portfolio of 80+ shops, improved strategic partnerships, and its unique Manufacturers.
Information reveals that the typical variety of golf rounds performed within the UK dropped 8% within the first half of the monetary 12 months, impacting the golf retail market by over 10%
About American Golf
Based in 1978, American Golf is the UK’s largest golf retailer, devoted to supporting and bettering each golfer’s recreation, no matter their expertise.
Comprising 80+ shops and an internet retail providing, American Golf employs over 350 PGA Professionals and accredited customized becoming consultants who present probably the most complete, and complimentary, customized becoming service accessible available on the market at present.
Providing a big selection of golf golf equipment, tools, clothes and footwear, American Golf shares Manufacturers similar to Underneath Armour, TaylorMade, Callaway, PING, Titleist, Adidas, and Nike. Additionally they home unique Manufacturers similar to Stromberg, Greg Norman, Fazer, Benross, and Rife.
www.americangolf.co.uk
Climate knowledge from Sporting Insights Ltd – 30/07/24. The data contained is collected from a pattern of as much as 200 programs all through Nice Britain.
Market knowledge is sourced from Datatech.
