Foremost, the UK’s largest golf retail and marketing services group, is supporting its members with a campaign to continually manage their database, generating new leads and promoting increased communication with customers.
An up-to-date customer database can be the foundation of a successful retail business, but it often sits low down on a pro’s priority list and is frequently overlooked.
Foremost has invested to provide a straightforward personalised signage pack for all of their EMP Premium members which includes a unique QR code which scans directly to a link, with the option to subscribe to their pro’s marketing communications.
Instead of difficult-to-manage, hand-scribbled contact details jotted down, Foremost’s hard-wearing signage will provide members with an easy prompt to direct customers to their regular communications list.
At a crucial time, with golf clubs experiencing a post-lockdown boom in both new members and golfers returning to the sport, Foremost’s ready-made solution prompts customers to submit or update their data and contact information – a vital tool in any professional’s armoury.
The drive for efficient data collection sees member professionals benefit from increased reach and volume of voice, enabling them to maximise the impact of retail campaigns and initiate communication with potential new customers.
Andy Martin, Foremost’s Managing Director, commented: “For us, this really is the most important EMP campaign of the year. The timing on this initiative is vital, with numerous new and returning golfers setting foot in clubhouses and professional shops around the UK.
“A database is the powerhouse behind effective marketing for golf professionals and stakeholder partner suppliers. It’s not necessarily about quantity, more so quality and maintaining communication with customers who are visiting your shop week-in week-out.
“For this reason, we wanted to provide an out-of-the-box solution, in the form of a unique QR code and signage pack, that allows our members to focus on their retail and coaching business rather than worrying about data collection.”
The benefits of a growing and effective database extend beyond just the individual professionals, with customers receiving up-to-date information on the latest news and in-store offers, and EMP suppliers able to promote to access to a wider audience of real green grass golfers.