Golf Course Management Blog

Getting ready for the PGA Buying Show

Screen Shot 2017 10 15 at 1.34.31 PM 250x84 - Getting ready for the PGA Buying Show

Get the most out of of this years PGA Buying Show

Every year golf course owners  congregate at PGA Buying Shows to make purchase orders, check out all the new products the vendors are offering, and see the new developments in golf course management technology. This year will be no different at the 2017 PGA Buying Shows and it’s important for attendees to be prepared before going in. That’s why we put together this helpful guide for attending trade shows before, during and after.

Before the PGA Buying Show

  • Take a look at the vendor list and make appointments

At the trade show vendors will be very busy so make sure to get the right amount of face time by scheduling appointments early. Make your schedule according to category so it’s easier to compare items and prices and if possible try to keep appointments closer to one another to reduce time and energy spent walking the floor.

  • Check yearly and monthly inventory levels 

Your POS can tell you monthly trends and help you know what categories move faster in your pro shop. Make sure to know this information inside and out before meeting your vendors and be on the look out for items similar to your best sellers.

  • Read up on upcoming golf course fashion

You’ll improve sales and strengthen the brand of your course if you sell trending clothing instead of a dated collection of boring gear. Looking at golf magazines in print and online can definitely help with choosing styles, colors, designs, and fabrics.

  • Rest up and get a good sleep 

Attending a trade show is work and it will tire you out. Save energy earlier so you can enjoy yourself at the final cocktail later. Eating well and resting during the trade show will make the meetings go better and ensure you have a good time.

During the PGA Buying Show

  • Wear business formal clothing

The dress code for these trade shows is absolutely business formal, this is not a another day at your golf course. Vendors and other golf directors have travelled from very far to meet and do business, they will look the part and so should you.

  • Do away with the bulky purchase order binder and use an iPad

With modern cloud technology you don’t have to carry around a giant purchase order binder, some POS systems offer purchase ordering directly in their system through a wifi or cellular connection. Not only will you save time and energy at the trade show, but you will go home with your inventory ordered and entered into the system.

  • Keep your eyes open for new products and new vendors

Now that you know your best sellers by heart keep them in mind as you walk the floor. Do you see products that would be complementary to your best sellers? Are there products that could extend your best product categories? By understanding how your inventory performs you should be able to garner some insight into how a new product would perform on your shelves

After the PGA Buying Show

  • Re-connect with the vendors at the evening cocktail

Now that the show is over you can relax just a little bit. The evening cocktail is good time to have one or two drinks and chat with vendors and attendees, use this time to follow up with any positive meetings and to learn more about the vendors and your fellow golf course operators.

  • Follow up with any important post meeting information 

Make sure to keep in touch with any vendor from whom you still need information. The sooner you confirm and order or ask for information the better because vendors are incredibly busy during this time of the year and will soon be tied up with the next trade show

Want to meet the Chronogolf team?

We will be participating in most 2017 PGA Buying shows and Merchandise shows across North America, and we look forward to meeting with you and hearing about the needs of your golf course.

Schedule an in-person demo today!
Get an in depth look into our innovative golf course management software

pga buying show

Chronogolf Hall of Fame #3: Jordan Spieth

At 24, Jordan Spieth is one of the younger players currently dominating the PGA leaderboards. He’s on top of the world and only just beginning what looks like the start of an amazing career.

Spieth began his early career as an amateur at the University of Texas and led the golf team to a NCAA championship. After his time with the University of Texas, he went on to win the PGA Tour Junior Championships in 2009 and 2011, joining Tiger Woods as one of its only multiple winners.
jordan spieth hall of fame chronogolf blog pga tour

In 2012, Jordan Spieth turned professional and competed at several PGA Tour tournament before winning the John Deere Classic. This win would give him full status as a PGA Tour member and grant him eligibility for the FedEx Cup.

jordan spieth hall of fame chronogolf blog pga tour

Along with several other tour victories, Jordan Spieth would go on to win back to back at the U.S. open and Masters tournaments in 2015, joining likes of Tiger Woods, Ben Hogan, and Jack Nicklaus who also accomplished this feat. At the young age of 23, he is currently competing on the PGA Tour and won the first tournament of the year at with an impressive win at the AT&T Pebble Beach Pro-Am, the Travelers Champ and the British Open. 

To learn more about Chronogolf, find us at pro.chronogolf.com.
Connect with us on Facebook, Instagram, Twitter and LinkedIn.

Four ways your Golf CRM can improve customer loyalty

golf crm

Your golf course sees many different kinds of customers pass through its doors. Members are represent your base of most loyal customers so it’s imperative create measures to attract and retain these customers. Public green fee customers represent revenue that your golf earns once over one round played, these players are not the most profitable base of customers but they are very important because they can be converted into members. To retain current members and attract new ones, there are many things golf managers must do well. We believe a good golf CRM can help this aspect of golf course management, so we put together a handful strategies to get the most out of your golf CRM software.

1. Put a meaningful strategy into action

Golf course managers need to take time to consider the many avenues and strategies that exist for improving customer loyalty:

  • Launch a monthly newsletter

Using a monthly newsletter can help disseminate important information about your golf course, create awareness of tournaments and events happening at your facility, and advertise deals in the pro shop and on the golf course. One example would be to engage players by creating a ranked leader board of top golfers. Your most competitive players will be excited for the competition and players who are listed will no doubt be very delighted.

  • Enable online tee sheet booking

golf crm

Online tee sheet booking is the best way to get members engaging with your golf course online, whether it be on your website or through a market place. This strategy works well for increasing customer loyalty among the younger 

demographics, millennials love when technology is integrated into any experience, so to engage these players golf courses should be making use of online booking technology. If your online teesheet and golf CRM can integrate with a loyalty program such as Thirdshelf, consider implementing a points system that rewards players who frequently use your golf course. 

  • Encourage a strong culture in the clubhouse and on the course

Using tournaments and events in the club house create lasting memories for your existing members while creating new opportunities to engage public players who may not have even played or visited your course. This strategy is key for creating a strong clubhouse culture where members are excited to be included in the fun.These kinds of activities are known for improving member retention and improving customer loyalty given that customers will feel as though their fees are going towards functions that actually benefit them.

2. Audit the tools you are using

  • Email Marketing

There are many tools that can be used for email marketing,

golf crmbut we recommend using a tool that can easily be integrated with your golf CRM. If your golf POS and tee sheet is able, we highly recommend integrating with Mailchimp because it is able to update its email list as you add player email addresses to your customer base. As well, Mailchimp offers high quality templates for newsletters and promotional emails that can be easily customized with course logos and fonts, even better open and click rates on the emails can be tracked so you can be sure exactly how well your customer base is interacting with your emails.

  • Social Media

    golf crm

Social channels are helpful with engaging younger customers and can help spread promotional information as well as information about your course. We highly recommend that your golf course at least have a Facebook, Instagram, and Twitter account that is regularly updated. Building an online marketing strategy for your golf course will help you engage with existing and potential customer and allow your operation to extend its reach to a wider audience, especially if your operation is integrated with online and mobile tee time booking technology.

  • Tournaments and Events

golf crm

If your golf CRM management software has a tournaments and events feature, put it to use! Your online golf POS can easily help promote your events and tournaments through your website and its online marketplace in the case that it integrates with one. Use newsletters, and print ads with promocodes redeemable directly in your golf POS attract more new customers and delight existing ones.

3. Understand your key customers

  • Customer analytics can help

Does your golf CRM system offer the ability to tracked information about your golfer directly on the tee sheet and golf POS? Using a robust golf CRM software with this feature can dramatically help you understand who your core customers are, identify new potential members, and determine how well your course is set up to serve the demands of both members and public players. Understanding tee time occupancy, usage of tee times by player type, and age demographics can help your course get a very clear idea of who is using your course which will tell you by what kind of information and strategy is best used to engage your audience.

If you are trying to reach millenials, consider a digital approach and make use of modern technology, cloud based systems and booking applications are a good place to start. If you need to reach older people, consider print ads with promocodes that are easy to remember and can be quickly redeemed direct in the golf POS. Finally if you are trying to retain current members, rather than generate new loyal ones, introduce a rewards point system that integrates directly with your tee sheet software and golf CRM.

4. Set time based goals

  • Your golf CRM can help you track success

A good golf tee sheet system can track your results year over year, segment your player types by age and look and increases in membership amongst junior, student, adult, couple, family, and senior player types. Understanding which player types are growing can tell you where to focus on for next year as you focus on improving membership within each player type. Understanding changes within the demographics will help you set time based goals and help get your golf course operation closer to meeting them. 

Want to learn more about using your golf CRM to improve performance at your golf operation?
Download our free in-depth guide to improving customer loyalty.

Golfer Profile With Photo ID

Golfer Profile With Photo ID

Chronogolf now offers photo ID for member profiles in its teesheet CRM

  • Ensure the security of your golf course
  • Protect against identity theft and fraud
  • Improve customer service
  • Delight your members with a personalized touch
Read More

5 ways the best golf POS can grow your course

best golf pos
 

Be more competitive with the best Golf POS

Golf courses adopting the best golf POS are significantly outpacing the industry in terms of growth. A recent, in-depth analysis of 87 new Chronogolf PRO customers showed that, on average, Chronogolf’s customers grew their business by 9% after their first year with their new POS. This is far ahead of the 1% industry average growth for 2014.
 
We’ve found that Chronogolf courses using data and tools found directly in the software get the basics right:
  1. Comprehensive inventory management

  2. Dynamic employees

  3. Omnichannel environments

  4. Targeted marketing 

  5. Saving time

 

1. Get better at buying your inventory.

The best golf POS helps provides key information about your inventory movements, including:
  • A list of total current assets in your store
  • Details on your sales, including:
  • Sales by any time period (day, month, year, & trends over time)
  • Sales by any category (such as department, classification)
  • Sales by vendors
  • Profits by item, vendor and category
  • Top and worst performing items and categories in your store
 
“It’s very important to look at sales by month for at least an entire year, even two. This will help you visualize when you need product, and when you need to get out.”
– Paul Erickson, Senior Vice-president of Client Services at RMSA Retail Solutions
 

When should I reorder? And how much? 

With the best golf pos in the industry, you can ensure you never run out of inventory, without having to store excess stock. Built-in reports ensure that you have access to the quantity on hand for all your inventory.

When should I take action on slow-moving inventory?

Cash flow remains a key issue for golf course managers, big or small. When cash flow suffers, pro shop managers can see good sales but will struggle to pay their bills on time, ultimately hurting vendor relations and potentially holding back new stock orders and growth.
 

2. Develop a well-informed team

More and more, customers are research online, then arrive at the pro shop expecting a fully informed golf professional to assist them with their purchase. Several studies have shown that golfers are “showrooming”, that is, researching online then purchasing at the pro shop. One Deloitte study showed 70% of customers will look you up online before coming to you. To compete with big box stores and online giants, pro shops need to differentiate themselves by creating an in-store experience that delights customers and keeps them coming back.
 
Chronogolf provides many features that help set you apart from the crowd. High on the list is quick access to detailed product information for staff members. With data and images at their fingertips, available on an iPad, your staff can be anywhere with a customer, looking up product information on the golf POS such as: 
 

Personalize interactions with your customers

An important way pro shop owners can compete with bigger retailers is on service. Three out of four consumers in the US said in a recent survey that they spent more money with a company when they had a positive customer service experience. You can create an outstanding customer experience for your customers by personalizing your interactions with them. 
 
The best golf POS lets you look up customers’ spending habits as well as keep track of their personal preferences. If you follow the classic 80/20 business rule, where 80% of your business comes from just 20% of your customers, Chronogolf makes it easy to know exactly who that 20% is. Just pull up the report on sales by customer, and you’ll see who’s shopping with you most.
 
 

4. The best POS for getting Web-wise 

With almost two-thirds of consumers researching potential purchases online before coming into the store, it’s more critical than ever for a golf course to have an online presence. While online sales are still relatively low — only 7% of all retail sales in the US and 13% in the UK — customers are overwhelmingly looking you up before completing the transaction in your pro shop.
 
Golf courses have been slow to adopt omnichannel environments, primarily because of the complexity of managing multiple channels. But this is changing. Many now have online stores and booking. And over one-quarter expect revenues from their online store to increase by more than 20% in the next year. 
 
The best golf POS is makes omnichannel sales easier for golf courses, with features such as: 
  • Management of inventory from a single location
  • More accurate reporting on inventory movements 
  • A beautiful-looking, modern design with your store brand and your own web address. 
  • A quick and easy-to-implement template that features an optimized checkout experience 
  • Complete hosting on an SSL certified secure site
 
 

5. Spend more time selling, less time managing technology

 
There are also lots of online tutorials, and 24/7 online chat support for when you need it. We pride ourselves on offering the level of service you would want for your own customers. Our experts can help you decide what other applications to add on as your golf course’s needs expand. And because Chronogolf is hosted in the cloud, you’ll always be using the latest technology. You never have to worry about updates, backups, server maintenance, or other time-consuming technology concerns. All that’s taken care of for you.
 
We know that opening a golf course isn’t easy. But it doesn’t have to be overly complicated, either. Chronogolf is there to support you in your dream of running a successful facility, from your first steps right up to opening an online store. Having the right tools and information at your fingertips can be the difference between “winging it” and “killing it”.
 

There are so many way golf courses can use a modern POS to grow its operations.
Download our free guide to growing your golf course and learn more now.

 
 
 
Year End Review At Your Golf Course

Year End Review At Your Golf Course

Overview

The season is over, and it’s time to do some maintenance, think about the season that has passed, take a little break, and consider new strategies for next year.

For a complete guide, click here to download a free white paper on how to save time during your year end review.

But first, before looking ahead, you have to look at the season that just passed. It’s time to review this year’s performance, recognize what went well, and find solutions for areas of improvement. We’ve put together this brief overview that is meant to guide you, and make the year end review go smoothly.

Understand Occupancy and Utilization KPIs

How full are you? Since your assets expire every eight to ten minutes, it’s vital know how much of your inventory you are moving. Don’t forget to factor in staff and comp rounds as they take up just as much space on your greens as paying customer.

Measure Retail and Food & Beverage Performance

Managers in the pro shop and restaurant need to know whether their menus and product inventories consist of an attractive offering for their customers. At the end of the year golf managers must understand what items did well on the floor and which ones should not be re-ordered for next year. By managing golf operations through a robust POS, these numbers can be easily produced making the analysis much easier.

Click here to download a complete guide on which metrics to track during year end review.

What’s Your ROI On Marketing Initiatives? 

A lot of managers shy away from engaging in marketing activities because they don’t believe it will produce a good return on investment (ROI). However, golf course managers who engage in the right mix of marketing activities, know who they are targeting, and track performance have found ways to generate great returns on investment.

Learning From Your Customer Base

Knowing exactly who is playing your course has many benefits and the end of the year review is a very valuable exercise to examine what changes have occurred in your customer database. Using a good customer resource management (CRM) software will help you track these changes.

Managers at the end of the year should be looking at a few things as they try to understand where operations can be optimized: Changes in demographics, customer loyalty, and knowing where to benchmark against similar courses in their region.

Need more help with your year end review?
Download our free in-depth guide to measuring your facility's performance at the end of the season.

EPISODE 4 With Tracy Conner and Chris Hendrick

Increasing Revenue When Rounds Are Flat

Golf Industry Podcast - Matt Welliver      The Golf Industry Podcast - Tracy Conner and Chris Hendrick    The Golf Industry Podcast - Tracy Conner and Chris Hendrick

On this week’s episode, Matt speaks with Tracy Conner, Executive Director of the Myrtle Beach Area Golf Course Owners Association, and Chris Hendrick, President of Summit Golf Services.

Conner exposes Myrtle Beach’s unique setup and the benefits of cooperating as a market. Hendrick identifies some revenue opportunities that golf courses can pursue, and provides advice on how to leverage point of sale data to increase your average daily rate. In this episode, Matt, Tracy and Chris discuss:

  • How to price tee times every season
  • The results of not discounting tee times for 10 days (spoiler: generated more than $1 million dollars at the market level)
  • How to work with neighbouring golf courses to collectively increase revenue
  • Dynamically pricing 3rd party package providers
  • How to set up tee sheet intervals based on utilization rates and demand patterns

The results of working together as a market speak for themselves, and many other individual facilities and markets can learn from this case study. Be sure to leave your comments below and subscribe to our podcast to get notified when new episodes are published.

About Myrtle Beach Area Golf Course Owners Association (MBAGCOA)

MBAGCOA is a service organization formed to advance operational initiatives and the welfare of golf course owners/managers in the Myrtle Beach region from Georgetown, SC to Southport, NC.  With approximately 90 members, the association coordinates policies and programs to standardize the operational aspects of our golf tourism industry while improving the bottom line for owners. 

For more information, please visit www.myrtlebeachgolfpassport.com.

About Summit Golf Services

Summit Golf Services provides tailored golf business consulting services to clients nationwide. From expert guidance on club business planning to strategic, data driven revenue management services, Chris Hendrick guides you through it all. As a PGA Member with over 20 years of operations and multi facility management experience, Chris helps facilities reach their goals by providing personalized attention you need.

For more information please visit www.summitgolfservices.com.

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Self Order Club House Restaurant  POS

Self Order Club House Restaurant POS

Streamline your operation and save money with Self-Order Restaurant POS

  • Reduce customer wait times
  • Improve order accuracy
  • Increase guest satisfaction
  • Increase revenue
  • Streamline operations and work smarter
  • Reduce labour costs
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