Creating a Store Experience Around Trust, Not Commodities

Designed for retail leaders and lovers alike, Retail Refined explores the in-store technology of the future, challenges the industry’s preconceived notions, and brings together retail’s biggest names to understand the brand strategies that will define the next decade in retail.

 

While most retailers are closing stores and trying to regain market share, PGA TOUR Superstore defies the odds. Host Melissa Gonzalez spoke with the company’s President and CEO, Dick Sullivan, about how the business is thriving.

Sullivan has a long history of working for top retail brands, including as the CMO of The Home Depot. He was also an EVP at the Atlanta Falcons. In both these roles, he worked for The Home Depot founder Arthur Blank.

Sullivan and Blank saw an opportunity with the store, which only had a few stores before their involvement. Now, the PGA TOUR Superstore will reach 50 locations in 2021 and has a booming eCommerce business, as well.

So, how did the business fare so well during the pandemic? “On average, stores were closed for 54 days. We pivoted to curbside in some markets and saw a 200% growth in eCommerce,” Sullivan said.

But people wanted to go back to the store. Its experiential environment and large inventory were attractive. Golf added about six million new players in 2020, as it was an outdoor sport that didn’t involve close interaction.

Sullivan also shared that the brand is about more than what it sells; it’s value-based. The company donated over $10 million to the First Tee organization, a program that helps at-risk youth life skills through golf.

The store also sets itself apart with its associates. They strive to build relationships with customers and have in-depth product knowledge. During the store closures, the company rolled out new online product training for associates and continued to pay them.

Sullivan said, “We aren’t a commodity. The store is an experience, and most decisions we make are based on interactions on the floor. It’s not about a transaction; it’s about trust.”

Listen to Previous Episodes of Retail Refined Right Here!

Follow us on social media for the latest updates in B2B!

Image

Latest

Human Intelligence
JUST THINKING… About Artificial Intelligence vs. Human Intelligence with Dr. Michael Harvey
May 12, 2025

As artificial intelligence continues to evolve at lightning speed, the conversation is shifting from what AI can do to what it should do—and how it compares with, or complements, the uniquely human traits we bring to learning, work, and society. While schools grapple with AI’s integration into classrooms, some educators are asking a deeper…

Read More
future of remote work
Productivity, Happiness and the Future of Remote Work with Steven Puri
May 12, 2025

Remote work is no longer an experiment, it is a daily reality for millions. Yet, as teams seek focus and fulfillment outside the traditional office, the challenges of productivity and isolation have intensified. Studies show that nearly 70 percent of remote workers struggle with burnout and distractions. Amid this tension, platforms that blend emotional well-being…

Read More
battery safety
EV Battery Safety Can Be Solved Through Smarter Training, Early Collaboration, and Shared Standards
May 12, 2025

Electric vehicles (EVs) are reshaping the mobility landscape, but concerns about battery safety continue to cloud consumer confidence. Despite media narratives, data confirms that EVs are less likely to catch fire than gasoline-powered vehicles. A study by the Swedish Civil Contingencies Agency found that EVs are 20 times less likely to ignite than petrol…

Read More
Smart HVAC Strategies for Large Commercial Properties
Smart HVAC Strategies for Large Commercial Properties
May 12, 2025

In the latest episode of Inside Restoration & Recovery, host Martha Lewis welcomes Colin Trudo, Senior Director of Training and Marketing at BMS CAT, to dive into the often‑overlooked world of HVAC maintenance and its critical intersection with disaster restoration. With over 20 years of field experience—from air‑duct cleaning to large‑scale catastrophe response—Colin brings a…

Read More