GFAA Best Practice: Provide a Personal Shopping Experience

Ken Morton Jr., a Past President of the Association of Golf Merchandisers, is the Vice President of Retail and Merchandising at Haggin Oaks Golf Complex in Sacramento, California.

Ken Morton Jr. on the importance of providing a personal shopping experience:

The Style Bar was unveiled in 2016 when we built four additional dressing rooms in the Haggin Oaks Super Shop. Under this new concept, Northern California golfers can enjoy a complimentary hour-long apparel fitting appointment, just as they would a custom fitting when shopping for clubs. One of our expert personal stylists speaks with the client to set an appointment and learn his or her favorite brands, colors, sizes, styles and accessories, as well as their budget and goals. When appointment day arrives, clients can expect to find a dressing room filled with options chosen just for them. It’s the personal stylist’s job to offer suggestions and provide honest feedback and advice. Our personal stylists are super-friendly and the service is always free. Best of all, whether someone is buying or just browsing, we promise a fun, zero-pressure experience. As an added touch, we’ll have a complimentary glass of Chardonnay waiting for the client when they get here. California is known as one of the most progressive states when it comes to healthy living and fitness, and we can use The Style Bar to outfit fitness-conscious people in athleisure apparel from brands like Lululemon, Nike, adidas, Jamie Sadock and others. Fitness items can include T-shirts, leggings, hoodies and more – apparel many Haggin Oaks clients wear to work out at the gym, power walk in the park or for other active pursuits. As the golf apparel industry has become more fitness-conscious, many of the more traditional manufacturers are producing these types of items.

Ken Morton Jr. on the business impact of providing a personal shopping experience:

The results from The Style Bar service have been nothing short of amazing. Hundreds of these personalized fittings have happened since we launched, and the average dollar transaction is over $800 per Style Bar fitting, generating hundreds of thousands of dollars in apparel sales these first five years. The relationships being developed between the clients and stylists have deepened, and we have a sense of their needs like never before. Our personal stylists each have personalized cards that they send out as invitations regularly, and they’ve come to love and cherish the one-on-one time they get to share with their very best customers.

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