GENERAL MERCHANDISE NEWS

American Golf has seen its like-for-like sales increase by 1.8% from February to August this year as continues to gain market share.

The retailer said trading was boosted by strong performances in the categories of equipment, clubs and footwear, as well as its focus on the customer experience, engagement, and loyalty.

The success came despite a challenging start to the golf season when wet weather conditions meant the average number of rounds played per course dropped by 8% in the UK.

American Golf is continuing to invest in its 80-strong store portfolio with several key sites being refurbished in the period. The retailer’s recently extended Thurrock store has seen a like-for-like sales increase of 35% while a relocated shop in Norwich has delivered a 65% uplift.

The business has also invested in new ‘listening tools’, a new behind-the-rope loyalty programme, and a continued approach to treat every customer as a VIP. This has driven respective year-on-year increases in customer frequency and average spend of 2% and 7%.

Nigel Oddy, chief executive officer at American Golf, said, “We are pleased with our performance despite the delayed start to the golf season, caused by the unusually wet weather. Although a slow start to the financial year, we have seen strong results in recent months, and I am confident we will continue this growth for the remainder of the year.

“I am particularly proud of the progress we’ve achieved in developing our retail stores and customer experience – this remains our biggest priority throughout 2024 and beyond. Investing in new technology, bespoke services and maintaining our high standards of customer service will maintain the Brand’s fantastic position for the rest of the year.”

During the period, American Golf embarked on new partnerships, including its first ever concession with GO Outdoors, where a 3,000 square foot space was launched in the outdoor retailer’s Gloucester store.

Oddy added: “As well as a focus on our retail footprint, new strategic partnerships remain crucial to American Golf’s vision of becoming ‘The Ultimate One Stop Destination for Everything a Golfer Requires’.

“Thanks to our exclusive brands and partnerships with some of the biggest names in golf, helped by some good weather, we are confident that the golfing season can be extended, and American Golf can support golfers during the winter months.”

American Golf is also investing heavily in new customer acquisition by encouraging players of all ages, identities and backgrounds to take up the sport. This has included the Game Changers initiative, a targeted campaign designed to shine a light on a number of trail blazers who are making golf more accessible.

In addition to partnerships and sponsorships for individual Game Changers, a range of exclusive offers and discount codes have been launched to target new golfers.