This episode reveals how PGA TOUR Superstores is strategically expanding golf's appeal beyond its traditional demographic, leveraging physical retail to create inclusive environments. Learn how their CMO, Jill Thomas, drives growth by welcoming both seasoned golfers and curious newcomers, addressing diversity, and positioning golf as a social, accessible activity. This is key for retailers looking to broaden their customer base and create engaging in-store experiences.
Key takeaways
PGA TOUR Superstores focuses on making retail spaces inherently welcoming to diversify its customer base, targeting both avid golfers and complete beginners through inclusive store culture.
The company actively addresses historical underrepresentation, specifically for women in golf, by fostering an environment where all customers feel valued and comfortable within their stores.
COVID-19 provided a unique opportunity for growth in golf due to its outdoor, social-distancing-friendly nature; PGA TOUR Superstores capitalized on this by emphasizing connection and accessibility.
The physical retail store is central to PGA TOUR Superstores' strategy for expanding customer acquisition and engagement in sports, moving beyond transactional retail to experiential.
CMOs in sports retail can drive significant market growth by focusing on diversity, inclusivity, and creating "connection-fostering" retail environments that break down perceived barriers to participation.
Creating inviting in-store experiences is crucial for customer retention and encouraging repeat visits, especially when introducing new audiences to a product or sport.
For retailers in niche markets, identifying and leveraging external trends (e.g., increased interest in outdoor activities) can significantly influence marketing and growth strategies.
Jill Thomas is the CMO of PGA TOUR Superstore. The company, and the sport, have both seen a recent surge of growth due to COVID-19 and golf’s unique position as an outdoor activity that is social distancing-friendly and connection fostering.A large part of Jill’s goal is to continue fostering growth in the sport and attracting people from diverse backgrounds to it. One of their primary channels for that growth is through the retail store. Creating an inclusive environment that is welcoming to avid golfers and curious newcomers alike is what Jill sees as the company’s path to future growth.Another big facet of Jill’s role is diversity. For too long, women have played a minimized role in both the business world and the sport of golf. Through its store culture, PGA TOUR Superstores hopes to make all customers feel welcome.Listen to the full episode to learn more about how PGA TOUR Superstores is expanding the world of golf to a broader audience and impacting not only the future of retail but of the sport as well. Learn more at retailgetsreal.com.
What does this episode say about retail & omnichannel?
PGA TOUR Superstores focuses on making retail spaces inherently welcoming to diversify its customer base, targeting both avid golfers and complete beginners through inclusive store culture.
What does this episode say about brand & content?
The company actively addresses historical underrepresentation, specifically for women in golf, by fostering an environment where all customers feel valued and comfortable within their stores.
What does this episode say about founder & leadership?
COVID-19 provided a unique opportunity for growth in golf due to its outdoor, social-distancing-friendly nature; PGA TOUR Superstores capitalized on this by emphasizing connection and accessibility.
What does this episode say about retail & omnichannel?
The physical retail store is central to PGA TOUR Superstores' strategy for expanding customer acquisition and engagement in sports, moving beyond transactional retail to experiential.
What does this episode say about retail & omnichannel?
CMOs in sports retail can drive significant market growth by focusing on diversity, inclusivity, and creating "connection-fostering" retail environments that break down perceived barriers to participation.
