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

innovations in healthcare
Innovations in Healthcare: A Discussion with Dr. Craig Joseph at HIMSS 2024
May 24, 2024

Innovations in healthcare were easy to spot at the recent HIMSS 2024 conference. Healthcare Rethink’s Brian Urban caught up with one of those innovators for a live discussion at HIMSS 2024. podcast, Their conversation opens a window and dialogue into the cutting-edge trends reshaping healthcare technology today. This episode features Dr. Craig Joseph, the…

Read More
Preventing burnout
Achieving Professional Growth and Preventing Burnout: The Importance of Time Management and Support Networks in a Fast-Paced World
May 23, 2024

In today’s fast-paced world, balancing professional growth with personal well-being is more crucial than ever. With the rise of remote work, digital transformation, and the constant hustle culture, finding this balance has become a significant challenge for many. A survey conducted by Deloitte suggests that a whopping 77% of professionals experience burnout at work….

Read More
Fan-Centric Business Transformation
Prop Room
May 23, 2024

In this episode of the Fans First series, Jesse Cole, the mastermind behind the Savannah Bananas, shares with us that in the vibrant world of marketing, creativity knows no bounds—a philosophy embodied by a prop room and studio teeming with eclectic costumes and outlandish ideas. This creative hub, seemingly disconnected from conventional themes like bananas,…

Read More
Ace Gardner and Jacob Lewis discuss NIL Deals and Transfer Portals
NIL Deals and Transfer Portals are Also Impacting College Staff and Their Roles
May 23, 2024

College sports is undergoing a significant transformation with the advent of Name, Image, and Likeness (NIL) rights and the increasing prevalence of transfer portals. These changes are reshaping how college staff operate, presenting both opportunities and challenges. With the rise of NIL deals and transfer portals, understanding the behind-the-scenes impact on college coaching staff…

Read More