There are many market forces impacting the club industry and the road ahead promises to be a tumultuous one for many clubs. Many of these forces are already impacting clubs across the US. A perfect storm of sorts, with the convergence of:
- Excess Capacity and Competition – too many golf courses and options available to golfers (resort, daily fee, semi-private, GolfNow) leading to intense competition and predatory marketing practices.
- Shifting Demographics & Values – aging members, more time conscious, health conscious, tech savvy.
- Declining Universe of Golfers – and maybe the most alarming ingredient is the universe of golfers especially avid golfers is rapidly shrinking.
While this storm may in fact be daunting and ominous for the private club world, very similar market forces are occurring in other sectors such as retail, hospitality and automotive based on intense competition, too much capacity and flat to declining demand.
So who really gets it, who are the market leaders setting the new standard?
Companies like Amazon, Zappos, One and Only Resorts and Tesla are forging into a new era of connectedness where information and technology is enabling them to cultivate relationships with their customers. Today these companies are focused on listening and knowing their customers and utilizing that information to form a bond and create ambassadors for their brand.
So why is connectedness so important?
Social media and real-time everything is conditioning all of us, we now have an expectation of:
- Fix MY PROBLEM – as consumers, we have long had the expectation that If I have an issue or problem it will is resolved to my satisfaction. However, with today’s technology and need for instant gratification there is an expectation of fix it immediately and in a manner that is most convenient to me.
- Hear MY VOICE– whether through social media sites like Facebook and Twitter, or through review sites like Trip Advisor and Yelp, or through surveys and tools to gather our individual perspective. We all have an expectation of not only providing our voice but one of knowing our voice matters.
- Anticipate MY NEEDS – is rapidly gaining traction and acceptance with customers. Organizations like Amazon and Zappos are pushing the envelope on meeting and exceeding customer expectations by using information to recommend products. For many this has historically felt intrusive and a blatant marketing ploy to increase sales. Although, anticipating my needs is rapidly emerging as a means to delight customers and create “stickiness”.
- Personalize MY EXPERIENCE – with the “me” generation coming of age, there is an opportunity through information and technology to create unique experiences. The One and Only Resorts are using survey information along with database management to create a very personalized experience for each if its guests.
The bar is being set and the stakes are high. Successful organizations know If you fail to do these things you’ll read about yourself on social media and/or be the talk of the party.
Reality is, there has been a shift in power to the consumer……. And in your world that’s the Empowered Member. Think of your own club and how these market forces are impacting you? How are you connecting with your members across staff and amenities? What can you do to anticipate their needs and deliver a unique experience?
The clubs who know, listen, anticipate and personalize will reap the benefits of an army of club ambassadors.