Photo: DR

If young girls and women can devote time to horse riding (1st French female sport) why could they not also be attracted by the practice of golf. With the emergence of new 9-hole and urban structures, the golf offer is no longer reduced to spending 4:30 on an 18-hole course, after having taken 30 minutes to reach the golf course.

The reason for the low participation of women in golf may be explained by the fact that the golf industry is not aimed directly at women. And that's the rub. So there is a real challenge here to capture this clientele which very often expresses a real desire to play without taking the plunge. In the US, of the 90 million people who express their desire to try golf, 42 million are women.

One of the characteristics of Yield Management consists in segmenting the offer. And the implementation of yield management in a golf sales policy can help to attract a female population, in which there is not enough interest. Wrongly.

In a couple, women are the majority decision-makers when it comes to food (93%), IT (66%), medical products (80%) and car (65%) (Source Marketing to Women Conference) purchases. Isn't it also to choose his leisure activities, ditto for that of his children. Isn't she the one who drives the kids to golf on Wednesdays, who chooses the golf gear for the kids?

A separate offer can be offered to women to start with lessons arranged at slots, based on their pace of life. If a woman is more available on Tuesday for a 4-hour course, she will be less available on Wednesday, the day of children's activities. On the other hand, an offer of golf lessons during the lesson time of his children can be offered to him, individually or in a group.

From yield management, we broaden the spectrum of marketing thinking to lead to Revenue Management which includes a detailed understanding of the customer's purchasing behavior. And the buying behavior of men and women is distinct.

Robert G. Cross, baptized "Revenue Management Guru" by the Wall Street Journal, gives the following definition: "Revenue Management is the art of optimizing your client capital in order to maximize your turnover. business. It is all about a state of mind, a set of marketing tactics and, depending on the size of the market and the size of the company, the use of sophisticated information technology to forecast finely and real-time changes in demand. "

Revenue management therefore goes beyond the technical and mathematical considerations of yield management and places the client and their expectations at the heart of the company's considerations. (Source Marketing-des-services.com)

In the specific case that interests us, this is characterized by particular attention, for example to catering, by offering reduced menus or diets, in perfectly maintained departure areas, clean and welcoming toilets (ideally provide toilets on the route). a space at the Proshop dedicated to female equipment with an accessible fitting room.

Doing revenue management is therefore for the company to return to its core business, in the true sense of the term "service". Being at the service of the customer to better satisfy them and ultimately generate more profit. Unlike yield management, whose objective is numbers, revenue management restores customer primacy and marketing logic. Start from the client, assess their needs, meet their expectations. Evolve at the same time as him… .. sorry at the same time as her!

Stephane de Durfort