Golfers, be ambitious with TRY SHOT

From April 12th to April 17th, a special event titled "HOKKAIDO GOLF FESTA 2023" took place at Daimaru Sapporo Store, located adjacent to Sapporo Station. Among the participating vendors, GDO offered not only the latest gear and used clubs but also a unique service to promote in Hokkaido. Let me explain briefly about the service called "TRY SHOT" that we aimed to raise awareness of.

This service allows users to rent new golf clubs for a period of 1, 3, or 6 months, starting from ¥2,980 per month (※price varies depending on the product and rental period). At the end of the rental period, users can either return the clubs or choose to purchase them at a residual value. This mechanism became possible because GDO operates a used club shop called "Golf Garage." Like leasing or subscription services, there are several benefits to using TRY SHOT.

One of the main challenges when purchasing clubs online is the inability to try them before buying. To mitigate the risk of buying clubs that don't suit their needs, TRY SHOT was launched in October 2018. After several years of operation, it became apparent that the advantage of using the latest clubs at a reduced initial cost could meet various needs.

Now, let's address the question of why Hokkaido. Due to the relatively short golf season in this region, lasting from late April to mid-November, the 6-month plan of TRY SHOT allows Hokkaido golfers to continuously use the latest clubs throughout each season. This seemed to match the latent needs of local golfers. While internet shopping usually lacks face-to-face interaction with customers, this time, we wanted to engage directly with Hokkaido golfers and observe their reactions.

Yuji Tsumagari, the service manager of TRY SHOT at GDO, had set a target for the number of TRY SHOT estimates during the event period. Initially, he expected that not many people would immediately proceed with using the service after receiving estimates. However, to his surprise, over 40% of people who received estimates ended up using TRY SHOT on the spot. He was astonished by the higher-than-expected response and felt the enthusiasm of Hokkaido golfers.

In fact, Mr. Kenichi Iwakura, a resident of Sapporo who visited after seeing a newspaper advertisement, quickly decided to utilize the 6-month plan after trying out a driver that caught his interest. He expressed his satisfaction, saying, "I can use this throughout the season, and if a new model is released next year, I can try it with TRY SHOT." Mr. Iwakura had purchased a new driver from a store last season but didn't achieve the desired results on the course. With TRY SHOT, he felt relieved knowing that he had the option to return the club. Moreover, when he learned that fairway woods and utilities could also be rented through TRY SHOT, he tried them out one after another. Since utilities are available at a lower monthly fee than drivers, he and his wife were seriously considering their options.

Akari Moritsuka (20), the captain of the Hokkaido University Golf Club, who helped with the event, informed that the number one reason students don't play golf is the perceived cost. While having to acquire equipment, using dirty old clubs dampens motivation. If they cannot get clubs from their parents or acquaintances, they would usually have to be prepared to spend around ¥50,000 to ¥100,000.

However, TRY SHOT is also available for beginner club sets. For example, a 6-month plan for Bridgestone's 11-piece men's set costs ¥4,980 per month, and an 8-piece women's set can be rented for ¥3,980 per month. Additionally, until June 18th, there is a campaign where customers can receive 6,000 GDO points, effectively allowing them to challenge golf for half a year (a full season in Hokkaido!) for around ¥20,000.

Hiroki Maekawa (22), the chairman of the Hokkaido Student Golf Federation, mentioned that "basically golf clubs require no maintenance, and practice facilities and golf courses are available at student rates. Some places even allow caddie jobs and afternoon rounds. Surprisingly, it doesn't require much money." He emphasized that once you have clubs, the barrier to playing is low. For those who want to try golf and see if they enjoy it, TRY SHOT is the perfect choice.

Since the start of 2023, over 10% of club buyers at GDO have utilized TRY SHOT. Tsumagari, the service manager, said, "We want to propose a new way of purchasing clubs." He also mentioned how enjoyable it is to play with various clubs, finding satisfaction in the "non-ownership" utilization style. In fact, even shafts can be rented through TRY SHOT.

After this event, a plan to connect new clubs’ trial sessions and TRY SHOT campaign is being considered. After all, understanding golfer psychology and translating that into services, aiming to become the entity that best understands and supports golfers' needs, is our great ambition.

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・TRY SHOT

・Golf Garage