The end of March signals the end of the first quarter 2019. An interesting period that has on the one hand been dogged by Brexit, which has not been great for retailing in general, yet on the other benefited from unseasonal good weather, in particularly sunshine that brings more golfers out on to courses.
Growth compared to 2018
Overall sales in value terms for each of the three months have been good when compared to 2018 and were January +4.7%, February +10.4% and March +10.9%, these yielding a cumulative result of +8.9%. However, we must not get carried away. Last year was not the greatest and so it is important to also review 2019 figures with 2017. January was -15.2%, February +2.7% and March + 4.4% giving a cumulative for the three months of -2.3%.
Cash in the till is both essential for individual business and a valuable guide to how the industry is performing. So, too, are sales quantities as these take out the effects of price rises and are better indicators of the number of people purchasing. Here we find 2019’s overall performance compared to the previous year is +3.4%. most product groups showed growth.
Apparel an important product group
We are paying special attention to apparel this year owing to its enhanced profit potential and the important part it plays in the overall mix of products sold in golf shops. The sub-groups account for the following shares of total golf sales in 2018.
Most of these groups showed growth in value terms for the year to date achieving +9.7% overall. The main exceptions being outwear, not surprisingly owing to the recent fine weather. It was down -0.3%.
So, golf sales for the first quarter have been good despite the state of the economy. This bodes well for the future.
Golf Datatech is a world leader in golf industry research. It provides the trade with specialised market research covering retail sales, inventory, pricing, distribution, along with strategic sales and marketing consultancy.
In the UK, Golf Datatech research is based on an average of 2,000,000 records per month, recorded by EPOS systems at the point of sale.
A flurry of product awards for market-leading PowaKaddy
PowaKaddy’s dominance in the UK electronic trolley market has been highlighted by impressive performances in recent Golf Monthly and Today’s Golfer annual awards; the company gaining recognition for the recently-launched C2i GPS trolley and the continued success of the Freeway series.
Leading the way as the UK’s best-selling electronic trolley company, PowaKaddy’s latest raft of editor’s choice awards are testament to more than 30 years of innovation in the industry and a relentless commitment to producing the best electronic trolleys for all golfers.
The C2i GPS was a top performer, being praised highly by both Golf Monthly and Today’s Golfer for its technological and functional benefits. New for 2019, the C2i GPS is the world’s most intelligent ultra-compact trolley. It features a fully-integrated GPS system in the high-tech handle which is preloaded with over 38,000 courses worldwide. The ultra-lightweight construction and high-performance chassis allows the trolley to fold in two simple steps, making it 20 per cent smaller than its nearest competitor.
Highlighting the ease of use of the trolley, Today’s Golfer said: “Electric trolleys are rapidly evolving into light, compact, multi-functional devices, and the C2i GPS is right at the cutting edge.”
Echoing these sentiments, the Golf Monthly judging panel stated: “It is simple to assemble, takes up a surprisingly small amount of space and offers very useful features, making it a shoo-in for this year’s
Editor’s Choice list.”
The stunning 2019 FW5s also collected an award in the trolley category for Golf Monthly. This model combines understated elegance with exceptional performance, offering the perfect mid-price range option. It is packed with cutting edge technology and features a sleek, modern design which makes it an ever-popular trolley in the Freeway collection. The innovative PowaKaddy Dri Edition cart bag was also recognised with awards by both Golf Monthly and Today’s Golfer. The 2019 Dri Edition is a 100 per cent fully waterproof bag crafted from cutting-edge super-lightweight Nylon fabric and boasting a stylish, modern design that produces four times the performance of most other waterproof bags.
Following the announcement of the awards, PowaKaddy CEO David Catford commented: “We are thrilled to be presented with these fantastic awards from some of the leading publishers in the industry. It is a testament to our in-house engineering team who work tirelessly to create the best possible products for golfers and demonstrates our commitment to maintaining our position as the UK’s best-selling electronic trolley company.”
For further information, retailers should contact their Area Sales Manager or call the brand direct on 01795 473555. Visit www.powakaddy.co.uk to view the entire PowaKaddy range of high-performance trolleys, bags, batteries and accessories.
Ground-Breaking Ecco® S-Lite recognised with prestigious Red Dot Design Award
The stunning ECCO S-LITE golf shoe has been recognised within the global design industry by winning an internationally-renowned Red Dot Award, which pays homage to the very best products created each year.
The origins of the distinguished awards date back to 1955 and its judging panel, which oversees products from over 48 categories, is comprised of 40 international experts, making it one of the most prestigious awards in product design excellence.
ECCO S-LITE is the lightest leather golf shoe the Danish golf footwear company has ever produced and was launched as part of the spring/summer 2019 collection, offering golfers an extremely light and versatile model in a range of eye-catching colourways.
Commenting on the award, ECCO GOLF Lead Designer, Andrzej Bikowski, said: “Winning a Red Dot award for Product Design is a recognition of our innovative approach to golf footwear design, and it’s something our whole team can be proud of.
“S-LITE is a one-of-a-kind shoe that represents the vision of ECCO GOLF; to create modern golf shoes using premium materials and pioneering technology.”
ECCO S-LITE blends cutting-edge engineering and comfort to provide an ultra-light design which still delivers tremendous golf performance.
Professor Dr. Peter Zec, Founder and CEO of Red Dot, commented: “I would like to congratulate the laureates sincerely on their wonderful success. The fact that their products were able to satisfy the strict criteria of the jury bears testimony to their award-winning design quality. The laureates are thus setting key trends in the design industry and are showing where future directions may lead.”
ECCO’s designers leveraged their own unique multi-injection FLUIDFORMTM production process to create a lighter sole unit that still offers outstanding flexibility and on-course traction.
Combining the lightweight sole construction with premium, durable ECCO Yak leather, made in the company’s own tanneries, ensures natural water-repellent properties, while stylish diamond-shaped embossing on the upper increases comfort and delivers breathability.
ECCO GOLF shoes are worn in competition around the world by Fred Couples, Thomas Bjørn, Lydia Ko, Minjee Lee, and Caroline Masson among others. For further information about ECCO GOLF, please visit golf.ecco.com.
Foremost expands member support network with new social media expert
Foremost Golf, the U.K’s largest retail and marketing services group, has hired social media expert, Sam Benzie, to oversee the group’s EMP social media member support service.
Foremost launched its innovative EMP Social Media solution earlier this year, as one of the key new advancements to its Elite Marketing Programme (EMP), giving members a better way to manage their social content and engage their audience online.
The group has now enhanced that service with the appointment of Benzie, who, along with Foremost’s team of Marketing Editors, will offer a range of support to member professionals, from constructing content to setting up accounts and encouraging them to embrace the online platforms.
Benzie, joins Foremost as a graduate of Bath Spa University with experience working in a digital marketing agency. Commenting on the EMP Social Media service, he said: “It is another great channel for professionals to promote their business and build up an online community of engaged customers without dedicating large amounts of time and effort.”
EMP Social Media provides a professional feed of personalised content unique to each individual account and populated with information about product launches for brands they stock and retail campaigns that they are running in-store.
Many posts feature engaging video content sourced through partner supplier brands as well as localised handles and hashtags for each professional to retain their identity in the timeline.
Andy Martin, Foremost Managing Director, commented: “Many retailers don’t have the time or expertise to spend developing their social media presence and concentrating on this important marketing sector.
“Now we are able to provide yet another free specialised resource at the fingertips of our members with a dedicated expert to guide them in the process, allowing them to spend their valuable time focusing on coaching, fitting, retailing and playing with their members.
“We aim to continually aid our members with the best possible support network and this unique service will provide structured support and a helping hand to connect with potential customers in this dynamic new space.”
For more information on Foremost, visit grip.foremostgolf.com