Tips from Jennifer Morton, AGM CEO and experienced golf shop buyer
The PGA Show and AGM Retail Conference are set to kick off mid-January in Orlando, Florida, marking one of the most anticipated weeks in the golf industry. These events are essential for golf shop merchandisers, retail professionals, and vendors to order the newest inventory, discover the latest trends, connect with key people in the industry, and gain valuable insights that can shape their business strategies for the year ahead. With so much to offer, proper planning is crucial to making the most of your time.
What to Bring
- Comfortable Shoes: With miles of exhibitor booths to explore, supportive footwear is imperative to stay energized.
- Business Cards: Easily share your contact information to build lasting professional connections and follow up with potential partners or vendors.
- Purchase Orders: Having pre-prepared purchase orders simplifies the buying process, making transactions faster and more efficient.
- Vendor Scorecards: Track vendor performance metrics to make data-driven decisions about which brands to invest in for your shop.
- Credit Applications: Streamline your ability to place orders by having completed credit applications ready for new vendors.
Scheduling for Success
With over 1000 vendors present at the conference, you have to be highly intentional with your buying plan. Before you arrive, review the list of exhibitors and map out a schedule that prioritizes must-visit booths and meetings.
Networking and Asking Questions
One of the best places for networking is the AGM Retail Conference the Tuesday before the PGA Show begins. Networking is one of the biggest advantages of attending this event, as it is full of both merchandisers and vendors. Use this time to ask questions about vendors and their offerings. Talk with fellow merchandisers to see what styles and brands are and are not working in their shops.
Also, use this time to ask questions of the vendors. This may be your one opportunity to talk face-to-face with decision makers for the company, so ask the tough questions. Ask about point of sale and freight specials, talk through any issues you may be having with their products, and ask how you can better sell their items in your shop. They are there to support you and be a knowledgeable source. Therefore, come prepared with questions!
Shop Smart: Order Strategy
- Vendor Scorecard: Before placing any orders, evaluate the performance of your current vendors. Create a vendor scorecard that tracks key metrics, including sell-through rates, reorder frequency, and overall profitability. Remember that initial markup is not the same as actual profit—factor in discounts, shipping costs, and unsold inventory to get a clear picture of each vendor’s impact on your bottom line.
- Ask Yourself Critical Questions: As you consider new orders, ask strategic questions such as, “How well-established are these brands?” and “Can they reliably ship products on time and in full quantities?” Reliable fulfillment is crucial to maintaining stock levels and customer satisfaction, so prioritize brands with proven supply chain efficiency.
- Consider Your Order as a Whole: To avoid redundancy, think of your order as a cohesive collection rather than a collection of individual items. Avoid stocking multiple vendors offering similar products at similar price points—diversity in your offerings creates more value and interest for your customers.
- Put Customer Preferences First: While personal taste can influence buying decisions, remember that your shop’s success depends on appealing to your customers. What you love may not always align with what they want, so base your selections on data, customer feedback, and purchasing trends rather than personal preference.
Educational Opportunities
The AGM Retail Conference is packed with learning experiences tailored to the needs of golf retailers. Don’t miss keynote presentations and workshops focused on customer engagement, visual merchandising, and sales optimization. The PGA Product Preview Reception provides a sneak-peek of 100+ vendors and their latest innovations, giving you an edge and helping you make informed purchasing decisions.
“Being in the golf retail business for over 30 years and attending numerous conferences and seminars, I can attest that the 2024 AGM Retail Conference was the most informative and insightful conference I’ve ever attended. I personally walked away with dozens of ideas on how our National Golf Buyers Association members can improve their daily business. From purchasing to industry trends, to in-store promotions and low-cost marketing ideas, they had a session to cover every aspect of the industry. If there is any conference you need to attend, this is it!!”
– Joe Costa, Director of Operations, National Golf Buyer Association (NGBA)
Take Your Time
It’s okay to take the first couple of days to see and experience, then make the decisions and order on Thursday afternoon to then drop them off on Friday. Make sure you drop them off at the end of the week in order to take advantage of show specials.
Conclusion
Attending the PGA Show and AGM Retail Conference presents a unique opportunity to elevate your golf retail business through smart buying, strategic networking, and trend-driven insights. With thoughtful preparation and a clear plan, you can maximize your time and walk away with actionable strategies, valuable connections, and an inventory that aligns with your customers’ evolving preferences. Approach the event with curiosity, ask the right questions, and embrace the wealth of resources available to set your business up for success in the coming year.
We hope to see you soon!
To join a merchandiser community and gain weekly educational opportunities and resources, sign up to become a member of the AGM.
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