Store layout is a critical aspect in retailing. Managing your customer flow and encouraging exposure to your selection of products (in the correct locations) is key. On-course golf shops have a special advantage in that customers generally have to enter the pro shop to pay their greens fees. This guarantees foot traffic and contributes to impulse sales. If you were to analyse the different product categories in your shop, they generally fall into either “impulse” or “non-impulse” purchases. Which do you feel applies best to the following categories?
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The classification you choose will have an impact on where these products should be located within your shop. Items that are considered impulsive should be presented in the main walk-ways of the shop to trigger impulse purchases from your customers. Items that are non-impulsive should be displayed further off the main areas as customers will likely search these categories out when they are in need.
Another important aspect of store layout is the location of the main counter. Ideally, you want your counter as far from the entrance door as possible in order to lead your customers through the majority of your store (and product) as they approach the counter.
Over the years, there have been golf operations that prefer the counter near the entrance doors to make it easier for customers to quickly enter, pay greens fees, and leave. While this may be more expedient for customers, it dramatically lowers the potential for impulse sales within the store. Guiding customers through the product selections to reach the counter is significantly more effective than hoping they will wander through further parts of the store on their own.