Written by Ken Morton Jr.
Last month, I had my first-ever experience at Buc-ee’s in Johnstown, Colorado, and it was unlike anything I’ve seen in the world of retail. If you’ve never been to a Buc-ee’s, imagine a hybrid of a gas station, department store, and gourmet food market—all operating at the scale of a small amusement park. With a dizzying array of products and a bustling atmosphere, it’s an eye-opening example of what experiential retail can be.
The first thing that strikes you about Buc-ee’s is its sheer scale. Everything about it is bigger and better than expected: from the oversized gas pumps outside to the sprawling aisles and counters inside. But what makes it more than just a large gas station is the “experience” they create. It’s a place where people don’t just stop for fuel—they stop for food, for shopping, and, frankly, for the entertainment of the place itself.
As I wandered through the aisles of snacks, drinks, home decor, and Buc-ee’s-branded merchandise, it got me thinking: what can golf shop buyers and merchandisers learn from a retail behemoth like Buc-ee’s? Here are a few ideas and strategies we can adapt to the golf industry.
1. Create an Experience, Not Just a Store
The moment you walk into Buc-ee’s, you feel like you’re in for an adventure. It’s not just a place to shop; it’s an experience. Golf shops, too, need to think beyond the typical retail format. While a traditional pro shop may focus on selling products, modern golf retailers should focus on creating an inviting and exciting space where customers want to spend time.
For example, consider reimagining the layout of your shop to create themed zones—one area could focus on personalized club fittings, while another could showcase the latest in golf fashion. You might even introduce a space where customers can sample new products or test out golf balls with the latest technology. The more interactive and engaging the store, the more likely customers will want to spend time exploring what you have to offer.
2. Hyper-Focus on Local Specialties
One of the things Buc-ee’s does remarkably well is offering products that are rooted in regional pride and culture. In Texas and Colorado, Buc-ee’s prominently features locally inspired snacks, jerky, BBQ sauces, and even home decor. This local connection makes the store feel like it’s part of the community rather than a generic national chain.
Golf shop operators can adopt this same principle by incorporating local pride into their product offerings. This could be done through private label golf apparel featuring local symbols or landmarks, or even selling local food and drink options that tie in with the region’s specialties. For example, you might carry branded local brews, snacks, or regional golf souvenirs that create a unique connection to the local area. It’s a small touch, but it can build a big connection with customers.
3. The Power of Signature Products
Buc-ee’s has its iconic products—namely, Beaver Nuggets, freshly made BBQ, and their wall of jerky. These signature items draw people in and keep them coming back. The same can be applied to golf shops. Consider developing exclusive products that customers can’t find anywhere else. Whether it’s custom logo golf balls, limited edition headcovers, or even exclusive apparel collections designed in collaboration with local artists or influencers, having something special and unique will give customers a reason to visit your shop.
For golf shop merchandisers, identifying key items that resonate with your core customer base and elevating them into “signature” products can drive repeat business and build brand loyalty. You might even tie some of these items into charity efforts or local causes to add an emotional connection, which Buc-ee’s does through community outreach.
4. Seasonal and Event-Based Excitement
Buc-ee’s capitalizes on different seasons and events by rolling out themed products and promotions that make the shopping experience feel fresh each time you visit. One month you might find seasonal BBQ rubs, and the next, a variety of holiday-themed items. The key here is that they keep their inventory and store displays changing with the seasons, encouraging customers to visit multiple times throughout the year.
Golf shops can mirror this strategy by introducing seasonal displays and product lines that coincide with holidays, major golf tournaments, or even the change of golfing seasons. By rotating products and displays regularly, you create a sense of urgency—customers will want to come back frequently to see what’s new.
You can also build excitement through events that tie into the experience. Host product demo days, tournaments with unique prizes, or even offbeat, fun activities like a putting competition using inflatable hamster balls to engage families and junior golfers. Buc-ee’s turns a road trip into a destination stop—golf shops can do the same by making a visit feel like an event in itself.
5. Focus on Quality Customer Service
Another element Buc-ee’s has mastered is customer service. Despite the large crowds, employees at Buc-ee’s are everywhere, ensuring shelves are stocked, lines move quickly, and customers are greeted with a smile. This emphasis on quality service makes the shopping experience not only efficient but enjoyable.
In the golf shop world, customer service is equally critical. Training your staff to engage with customers in a friendly, knowledgeable, and helpful way can make all the difference. Going above and beyond in customer service—whether through personalized recommendations, offering assistance with club fittings, or simply making the checkout process seamless—can leave a lasting impression that keeps golfers coming back.
6. Brand Your Shop
Buc-ee’s has successfully branded itself to the point where people proudly wear t-shirts and hats featuring its cartoon beaver mascot. Golf shops can similarly embrace branding by offering logoed merchandise that golfers are proud to wear. Create a sense of identity and community around your brand. For example, if your golf course is known for a particularly challenging hole, turn it into a brand emblem and sell it on apparel or accessories.
Unique branding can become a badge of honor for golfers, making your golf shop more than just a place to buy things—it becomes a part of the club’s culture and identity.
Conclusion
Experiential retail is more than just a buzzword—it’s the future of shopping, and Buc-ee’s has shown us what’s possible when a store becomes a destination in itself. Golf shop buyers and merchandisers can borrow many of these concepts to transform their shops into dynamic, engaging spaces that keep customers coming back. From creating signature products to curating local specialties and offering exceptional customer service, the key is to make the shopping experience as memorable as the products themselves.
By blending these ideas into your retail strategy, your golf shop can drive higher foot traffic, boost sales, and foster a stronger connection with your golfing community. Like Buc-ee’s, your shop could become not just a stop along the way—but a destination in its own right.
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