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BOWLING PRO SHOP
Introduction
The purpose of this section is to provide the necessary tools and information to help merchandise and maintain a Navy Bowling Pro Shop for a better image, increased sales and more return business.
Before doing that, it is important to recognize the growing role proper merchandising has come to play in today's marketplace…and how that importance will continue to increase through this decade and beyond.
Merchandising is more than stocking shelves and hanging a few signs. It involves floor planning, product placement, traffic flow, display fixtures, lighting, exterior and interior signage, logo identification, interior color planning, promotional signage…an ongoing program that stresses maintaining high standards of merchandising and display.
The success and growth of modern day franchise businesses and fast food restaurants have created new levels of customer expectations. These expectations are carried into all businesses to the degree that your customers expect to find a comfortable and well-organized place to shop when they come to your business.
Look at your Pro Shop from a customer's point of view. Your customers see national retail chains that have spent thousands of dollars on merchandising to create a positive image in their customer's minds. As a result, all customers expect a certain look and level of merchandising. To effectively compete with these major retailers and mass merchandisers, you need to update your retail image and provide increased product selection to your customers.
The Role of the Pro Shop
Despite pronounced cultural and technological changes over the past three decades, the basic role of the bowling pro shop remains the same:
· To be a profit-making business, and
· To provide products and services to bowlers
Ingredients of a Successful Pro Shop
· Prime Location
· Customer Service Orientation
· Accurate Record-Keeping
· Timely Inventory Control
· Dependable Supplier Network
· Retail Sales Plan and Skills
· Technical Knowledge and Skills
· Instructional Knowledge and Skills
· Instructional Knowledge and Skills
Prime Location
The pro shop should be located in the bowling center. A central location will improve delivery of services to patrons, facilitate control of diverse pro shop functions,
and sales and provide the greatest possible traffic flow in the area where sales and services are provided. This improves convenience to patrons and sales.
In-Center Pro Shop
In many bowling centers, the pro shop appears to have been an afterthought. Because of this, pro shops rarely are in a prime location or in an appropriate size for
the importance of their role in the center. With this in mind, making the most of what you have is the name of the game.
Signage is even more important than usual if your shop is in a corner or not in view of the bowling center's lanes. Bowlers must be aware of the shop's location. There are many types of signage with which to accomplish this through strategic placement.
Free-Standing Pro Shop
If your pro shop is free standing, it is essential to your success that you have full knowledge of demographics. For instance:
- How many centers are there within a certain distance?
- How many centers have pro shops?
- How many league bowlers are there in the immediate
Area?
Information provided by demographic studies will help you make logical decisions about numerous matters, such as whether to diversify your retail services into such areas as awards and engraving or other sporting goods.
You also must maintain good relations with management and staff of each bowling center in your area. If one, or more, of the centers has no pro shop, you have a golden opportunity to contract with proprietors to create their programs and clinics.
Design
A well designed, well merchandised retail facility will bring you many advantages:
Increased Traffic
Customers prefer shopping in an orderly, appealing retail area. They browse more, spend more time, purchase more and return more often to a comfortable shopping environment.
Increased Sales
Studies show that two out of five purchases are unplanned. You can increase impulse sales dramatically with effective merchandising. Add-on sales also rise when products are merchandised together by product categories.
Enhanced Merchandising
Products look more attractive and more valuable when displayed attractively and professionally.
Professional Image
Your retail area reflects your business image - and a polished, contemporary, organized appearance conveys a positive message to your customer.
Easier Merchandise Selection
Effective signage and dynamic displays can supplement and compliment your sales staff. When sales staffs are at a minimum, it is important to make it as easy as possible for customers to locate merchandise by themselves. Good signage can also influence buying decisions by providing customers with needed information.
Pro shops should have functional design and should compliment the rest of the bowling center. One of several methods used to set up a shop is to evaluate what each area of physical facility generates in sales profits and labor costs. It's then a simple matter to
allocate appropriate percentages of space in the shop for each of those areas. For example, if ball sales comprise 50 percent of your net profit, then 50 percent of your display space would be allotted to that product. The shop should have a balance of windows and wall
space. Wall space is needed to display merchandise. Caution should be taken to protect merchandise that could be damaged by direct sunlight.
Although shops may be segmented solely on the basis of merchandise type, another means of laying out your facility focuses on certain, virtually permanent, areas.
These would be:
- The Cash Register Counter
- Work Benches - The Drill Press Area
- The Computer Area
- The TV/VCR Location
- Slotted Wall Displays
- Shelving Displays
- Storage Area
- Lighting
1. Type of Activity.
Pro Shops may be designed as a self-service operation. This allows patrons the opportunity to see and examine items without being waited on by a sales clerk. With this type of design, however, shoplifting is a problem and proper safeguards need to be established. Pro shops should have counter space to display products; i.e., racks for shirts and blouses, shelving for shoe stock, and rack for display of bowling equipment. The pro shop must be attractively displayed, pleasing in color, and match the overall décor of the center. There should be
sufficient space to properly display a full line of bowling equipment and related items, but small enough to control and not take up space needed for other functions of the center.
2. Retail Floor Plan.
Pro Shop floor design must control the flow of traffic and allow patrons to be managed from a central control point. This in turn allows minimum staffing. Usually one person can control and operate the pro shop. Once the general location of the pro shop has been established and is compatible with other facility operations, floor space size can be determined. It should be based on the maximum number of people that will be served and space
required for each register and other merchandising aids. Counters, display cabinets, and clothing racks should normally be below eye level. This allows the patron to view at a glance what the pro show offers.
3. Walls and Ceilings.
Select light colors to provide contrast with merchandise and display fixtures. Neutral colors
work best.
4. Proper Lighting.
Lighting plays a major part in proper display of merchandise. Lighting should be carefully selected to enhance displays. A good lighting system provides for movable light (track lighting) with varying intensity and focus. Pencil beams can accent a display. Colored lenses or bulbs give color balances and adds atmosphere. Lights generate heat. Low voltage lights generate far less heat than normal floor lights. Sufficient electric outlets must be available to provide power for display lights and signs.
5. Floor Covering.
Single color, small pattern, cut pile carpeting is suggested.
Customer Service Orientation
In assuming the role of a bowling pro shop professional, one must understand that in order to provide sellable products and services - and to maintain a profitable
operation - plans and actions must focus on the needs of the shop's customers.
Orientation toward the customers' needs must provide the basis for almost all the business decisions that the pro shop professional makes, from the layout of the shop to product inventory to equipment to selection of staff. When this method is followed, the benefits accrue in satisfied customers who recommend your shop to others and in the related profit that results from such customer satisfaction.
Atmosphere.
Your shop should be inviting to customers. They should, immediately upon entering it, perceive that it is a friendly place to find expertise and products that they
want. A neat, dust-free shop with a simple but eye-catching décor reflects your pride in your business and your respect for its customers.
Keep in mind, too, that your customer list includes men and women, young and not-so-young, novices and pro-level bowlers. Don't allow your shop to be used as a "hang
out" for a clique of bowlers. No one who walks into your shop should perceive that he or she is and "outsider."
To create a friendly, inviting atomosphere you may:
- Make the doorway appear larger than it really is by keeping the area around the door clear of clutter. This is the spot to decorate sparingly and with attention-getting items.
- Minimize clutter so that customers feel comfortable and can move easily around your shop.
- Use background color, posters and mirrors to create an open atmosphere.
- Use background color, posters and mirrors to create an open atmosphere.
- Enclose storage areas if possible. If not, some items, such as inventoried products, can be stored neatly behind displays.
- Display your professional credentials.
- Arrange a seating area for customers. Display bowling industry publications for them to read while waiting.
- Use your TV/VCR to play - with permission from the pertinent entities, of course - PBA, teaching, marketing and sales videos.
Work Area.
Give exceptional service by consistently acting on your customer-service-first philosophy. Your customers are the shop's "bread and butter." Make sure that all areas
of your shop are customer-friendly, which means that they also must be employee-friendly.
Following are a few ways to accomplish this:
- Make the area functional, efficient and safe by careful placement and maintenance of equipment, and by keeping surfaces of benches and tables - and the floor - clear of clutter.
- Keep your tools organized in the specific area in which they will be used, and keep them there.
- Beware of health risks associated with airborne particles generated by the work that you do. Research the possibilities and install the most effective air cleaning/circulating system that you can afford.
- Make sure that certain equipment, such as a drill milling machine, is installed with an effective, enclosed vacuum system.
- Install direct lighting fixtures throughout the work area for safety as well as comfort reasons.
- Organize your time and labor so that any backlog of work remains minimal.
- Tag all work with relevant information, including the customer's name, the work to be done and the scheduled completion date.
Work Tools and Equipment.
Hardware - tools and equipment - is the backbone of pro shop operations, yet it may be the most overlooked segment of that business. Following are some important points to consider:
- Drill Press and/or Drill Milling Machine. Some believe that the backbone of a bowling pro shop is an up-to-date drill press and/or a drill milling machine. Whatever your philosophy may be, if you add such equipment to your shop, it will be your most costly investment. Many insist that whatever the cost, their effectiveness will provide the opportunity
for the pro shop professional to make the best use of his/her talents and skills, thereby giving a substantial return on the original investment. Don't skimp on quality in this type of equipment.
- Keep drill bits sharp.
- Be sure that you have adequate hand tools, which include sanders and grinders.
- Acquire a tape measure that is marked in 32nds. Don't force yourself to guess when measuring.
- Cutting corners means that you are giving poor service. Don't try to use work out sanding disks or dull drill bits.
Hours of Operation.
A savvy pro shop professional clearly displays the times and days that the shop will be open…and is in the shop, or makes sure that an employee is on hand, during those
days and times.
Keeping the customers' interests in mind, the shop manager also should ensure that:
- The shop is opened and closed on time, and that someone is ready to assist customers during the time periods specified. If you or an employee must arrive late or leave early, make sure that a replacement is available.
- If you must be away from the shop during your normal operation schedule, post a sign - not a scrawled note - indicating precisely when the shop will be closed and when it will be reopened.
- Most centers have voice mail, if not have an answering machine installed, so that you don't miss out on customers who call when the shop is closed. If you opt for an answering machine, make sure that your message reflects your professionalism and that the messages left are promptly returned.
Accurate Record-Keeping
Accurate record-keeping allows you always to know what money is actually yours after all the cost of goods, wages, and other expenses are paid. If you don't track when and what you sell, you have no basis for reordering stock. And you won't know how much
money you are making - or not making. Keeping accurate books is essential to running any kind of business. Computers and appropriate software have made this
responsibility easier, more accurate and less time-consuming. There are several software programs on the market geared specifically to bowling pro shops. They allow you to customize your customer "spec sheets," manage your inventory and establish customer mailing lists.
Timely Inventory Control
If you have products that hibernate in your inventory for 60 days, it may well be time to put them on sale. With manufacturers producing so many types of bowling balls, you can't afford to overstock. Trends are not as easily defined as in the past - when one or two balls
stayed on top for a long time. Networking with other pro shop professionals will help you become aware of trends. You can guarantee that whatever wins over the PBA
television show during the week will be in demand - at least for the next couple of weeks!
Sell Your Inventory.
Remain constantly aware of your inventory. When possible, guide each customer toward purchase of your inventoried products. This makes purchasing more convenient for them and adds to your efficiency, which tranlates into increased profit for your shop.
The keys, of course, are to inventory appropriately for your clientele and to make sure that products in your inventory fill the real needs of your customers.
Dependable Supplier Network
Your local distributor should be your best source of product assistance. That business is an extension of your inventory. Distributors can stock infinitely more inventory that you can - even that pair of EEE shoes that your best customer want "yesterday." Customer service is
as important to distributors and manufacturers as it is to you.
Retail Sales Plan and Skills
You are in this business to make money. Knowing how to sell your products will help you do than. It is extremely important to be able to expertly drill bowling balls and
keep your shop well stocked, but having sales expertise - and the ability to listen to what your customer is really saying - also is vital to success.
Merchandise
1. Keep fresh and clean merchandise on display. Always remove damages items that would detract from the image you are trying to create.
2. Keep your products n good position with respect to high traffic areas, and always within easy reach of the customer.
3. Learn your customers' buying habits, and plan your future retailing efforts to fit them.
4. Maintain a stock rotation that will ensure the customer of getting new and fresh merchandise.
5. Put up point of sale materials as soon as they arrive.
6. Maintain a supply of promotionals such as pamphlets and flyers, keeping them within easy reach of customers.
7. Keep a close check to see that merchandise is priced correctly and clearly.
8. Use new display ideas.
9. Change displays weekly. Dust daily.
Do's of Retailing.
1. Bowling Balls.
a. Buff balls, preferably every week, but at least every other week. Use ball polish, not machine.
b. Keep trademarks up and at the same level.
c. Mark weight of ball with grease pencil.
d. Destroy or store ball boxes. Don't offer them To purchasers of new balls, sell bags instead.
2. Shoes.
a. Remove tags on the inside. Use ladies' size5 and men's size 7 for display.
b. Stuff for shape.
c. Never display flat. Set heel on small block to angle them.
d. Display only left shoe to prevent theft.
e. Provide customer with shoe fitting.
3. Bags.
a. Change bag display location in the shop but always keep in a high traffic area and within
easy reach of the customer.
b. Change the display itself. Feature balls one
Week, bags the next, shoes next, ensemble next.
c. Change light color, amount, and center focus
Light.
d. Use motion or animation to attract attention.
e. Use spotlights.
4. Theft.
a. Keep merchandise within easy view of the control
Desk.
Technical Knowledge and Skills
Drilling bowling balls has evolved into a science. It has become more technical as drill presses have become more precise and fitting devises have been improved. A pro shop
professional must develop these technical skills, and learn new ones, in order to stay competitive.
Instructional Knowledge and Skills
There are several worthwhile courses currently available to provide the coaching and instructional skills that you need to help your customers get the most out of their
games. The following instructional companies and organizations could give you some of the needed skills:
Bowling Proprietors' Association of America
P.O. Box 5802
Arlington, TX 76005
TEL: 817-649-5105
FAX: 817-633-2940
E-MAIL: patty@bpaa.com
WEB SITE:
www.bpaa.comDick Ritger's Bowling Camps
201 Christopher Lane
Ithaca, NY 14850
TEL: 1-800-535-0678
607-257-6789
FAX: 607-266-7833
WEB SITE:
www.ritgerbowlingcamp.comInternational Bowling Pro Shop and Instructors Association
4337 N. Golden State Blvd., Suite 109
Fresno, CA 93722
TEL: 559-275-9245
FAX: 559-275-9250
WEB SITE:
www.ibpsia.comUSA Bowling Coach
5301 South 76th Street
Greendale, WI 53129
TEL: 1-800-514-2695
414-423-3329
E-MAIL: info@usabowling.org
WEB SITE:
www.bowl.comwww.rollanet.org· Participation in Professional Organizations
Full participation in organizations - like the Bowling Proprietors' Association of America, International Bowling Pro Shop & Instructors Association and others - that support your quest for continued business success pays dividends in continuing education, information and
networking. Contact the organizations that specifically focus on your business interests, and then fully participate in the programs and services provided. It's good business.
If you require any additional information on this topic, please call:
(DSN) 882-6639, (C) 901-874-6639
Return to Main Navy Bowling Page
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- Andy
Brunswick...........'nuff said.
