The eCommerce Network of Golf
Your entire product line available at Green Grass
PGA Show 2014
[email protected]
What is eShop4Golf?
• An ecommerce technology company providing Green Grass
the ability to participate in the growing ecommerce dynamic.
• An opportunity to sell your brand at accounts/management
groups even when they do not stock your products
• An added way for avid and core golfers to be exposed to the
breadth and depth of your product offering through their
affinity relationship with the club they play at and the club’s
website they access when making tee-time reservations
• A “sell-through” assist at Green Grass
• An “impulse purchase” opportunity that wouldn’t otherwise
occur in a pro-shop
• A more profitable sale: “green-grass” vs. “off-course”
Fully Stocked eShop
Green Grass account installs a special personalized link on their
website and immediately get access to a fully “stocked” eShop
OEMs
eShop4Golf
• Manage product catalog
• Define inventory levels
• Drop ship orders
• Develops the network
• Manages the network
• Process transactions
Retailers
• Add link to website
• Manage pricing >MAP
• Drive traffic to site
Aviara CC
Woods
OEMs
Irons
Etc.
La Costa CC
Pricing
@ MAP
Sahalee CC
Aspen-Glen
Plantation
How it Works
• Green Grass account installs a special personalized link on their
website and immediately get access to a fully “stocked” eShop
• Minimum pricing set at MAP throughout the network
• Pro has pricing control “above MAP”
• Golfers/members access site and order goods
• Orders first routed to pro-shop for fulfillment from course inventory
• If not fulfilled by store then direct fulfillment from manufacturer
• Golf Professionals earn full margin less 4% HG and 6% SG
• Manufacturers paid immediately wholesale less eShop discount and
prompt-pay discount.
Why eShop4Golf
4 Members
4 OEMs
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Channel efficiency/ROI
Product depth & breadth
One-Click to broad reach
More profitable sales
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Choice
Price
Convenience
Buy local
4 Retailers
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Can sell full OEM product line
Service membership
No “tech” needed
Increase pro-shop revenue
Stable operating margin
Competitive with box stores
Product launch
Q & A – What is my Revenue Opp
• The NGF estimates that 20% of all $$$ in Golf are sold online and the GG
share is virtually 0% even though they have all the members…
• The total ecommerce market is >$1B and growing
• We are targeting locations that can generate +/- $30,000 in TOTAL
eCommerce transactions per door per year in hard goods, soft goods and
accessories combined.
– ecommerce industry average as a % of total transactions is +/- 20% we
forecast 5%
– Our pro-shop target is an account with annual store sales of +/-$600,000
• Estimate your “brand share”
• For example, a +/- 3% brandshare brand across the spectrum of golf
product sales:
– 1,000 door @ $30,000/year x 3% = $900,000 opportunity
– 2,000 doors = $1,800,000
Q & A – Jeopardize Relationships?
• There are no change to your one-on-one engagement with your accounts.
• OEM is in full control of which products are featured on eS4G.
– OEM can elect to make some products exclusively available via in-store programs
– OEM can leverage that control to tie representation on eS4G to an in-store product
representation program -- “buy-in to the XYZ 12 wedges system and if you are on eS4G
the line of wedges will be made available on your eShop”
– A nice way to enhance your relationship with your accounts to demonstrate that you
further help them with their sell-through since orders placed on-line via eS4G are first
fulfilled off in-store inventory
• eS4G may give you reach at facilities with “OEM Exclusive” (i.e. Titleist)
• eS4G may give you reach at facilities that do not stock your products
• eS4G may make it more economical to serve accounts in remote areas
Q&A – # of Accounts/How?
• Targeting 1,500 in 2014 growing to 5,000 by year end 2015,
• Appealing value proposition to Green Grass:
– eS4G is affordable with either $299 set up fee or a Freemium Plan
– no minimum commitment in the first 12 months.
• Complete Go-To-Market Plan:
– Focus on Golf Groups (Sequoia, Century Golf in, discussing with Troon, Club
Corp, etc.)
– Trade Shows (Vegas, Orlando, NGCOA) – technology pavilion
– Internal sales efforts
– Strategic partnerships (USGA)
– PGA Sections
• Trade Press
Your Most Dependable Partner
Control &
Flexibility
You decide
• MAP across network
• Included products
• Product images
• Product claims
• Inventory levels
Evolutionary
Model
Marketing
Reach
Sales
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Show channel support
Expand GG distribution
Reach core avid golfers
Empower home pro staff
Product depth & breadth
Digital campaigns
Maximize Channel Benefits
• More products in more shops = more sales
• Upsell / Cross-sell & recommendation engine
• Implement manufacturer incentives
• Green-Grass exclusive opportunities
How To Get Started?
• Submit a “Catalog Review Request” online
• Our panel of Merchandisers will review the fit of the
product offering
• If there is a fit:
– Enter into a contractual agreement defining the respective obligation
of the parties
– Identify the method of product transfer/upload – small upload fee per
product applies
Thank You
Pascal Stolz
[email protected]