Golf Retailers Definitely 'Putt for Dough'

Putters still are an important category as retailers report increased sales ? second only to drivers. And a product glut is providing consumers with more choices than ever.

"We're a toy store for adults," says Dave Saunders, owner of GolfMart, Albuquerque, N.M. "And our customers are more inclined to pick up a new putter than a new set of irons. If you work the sale, you get the putter in their hands and find the one that feels good to them. Every golfer is looking for a cure, and a putter is the least expensive out there."

Manufacturers such as Odyssey Golf (a brand of Callaway Golf Co., Carlsbad, Calif.), are banking on golfers' willingness to spend. The company's new Tri Force putters use three layers of technology: tungsten, stronomic and an enlarged face.

The design strategy is that, given the golf ball's dimples and the inevitable blemishes on any green, it always comes to rest in a hole, says James Bosworth, Jr., national sales manager. "The Tri Force has a lower center of gravity with the weight in the back for a vertical gear effect that gives the ball a truer start out of that hole."

The putter has a suggested retail of more than $200, but the company isn't just relying on an upscale introduction next year. "Our plan is to create products that appeal to all types of golfers," Bosworth says.

The Odyssey line already has posted multiple success at Special Tee, Cincinnati, says Jay Brake, manager. The retailer has more fill-in orders with their line than any other, ranging from the Rossi Series to the 660 series and the 330 mallet putters.

Vendor Marketing Is Key

At the New York Golf Center, New York, a marketing play by Never Compromise is bolstering sales. "They went into a lot of accounts and would hand out 100 putters on a pay-later basis ... the more product you have on the floor of a particular brand, the more it sells," says Herb Rhee, owner.

The retailer reports that its best selling price point in putters is around the $100 mark. Never Compromise putters at $130-$140 are selling well.

Another manufacturer posting solid growth is Taylor Made, especially its Nubbins model. Special Tee and the New York Golf Center report that it is a strong newcomer, with a competitive price of $100.

GolfMart's Saunders predicts a stronger position for Taylor Made putters next year. "They have the name, the rubber-face technology and a competitive price," he says.

GolfMart also reports solid sales from putters by Tour Edge Golf, whose diversified line includes the Super Soft, the Pure Feel and the Ti-Zone. Saunders says it's price and quality make it a solid buy for golfers without a brand preference.

"We're masters at buying what we need to make our putters in the most cost-efficient way," says Jay Hubbard, director of marketing.

High-Tech At A Low Touch

Another example of high-tech putters at low-touch prices is the Tri-Touch putter from Pro-Select. Dunham's Sports, Waterford, Mich., reports double-digit sales increases for putters, says Scott Lotts, buyer. Its best seller is the Tri-Touch at $24.99.

Dunham's carries putters wide and deep, with with the less expensive models selling best.

MC Sports, Grand Rapids, Mich., is posting similar putter sales increases, a trend that can be attributed to the improved quality of putters at all price points, says Bob Slusser, buyer.

MC Sports displays its putters the way a golfer sees it ? looking right down the shaft. "Some customers are coming in for a putter, and some are just browsing and like what they see," Slusser says.