Catching 'Gollini' with an Experiential Store Offering "Sita" at Department Stores

[Asia Economy Reporter Jeon Jin-young] As the number of 2030 generation beginners in golf, so-called 'gollini', increases, department stores are capturing their hearts by offering experiential stores beyond simply selling golf equipment.

Lotte Department Store's experiential golf store.

According to the industry on the 18th, Lotte Department Store provides a service where customers can directly select and test golf clubs at stores such as Jamsil Branch, Dongtan Branch, and Uiwang Time Villas. Experiential stores are gaining popularity among beginners who are unsure which golf clubs to choose. In the case of Uiwang Time Villas, it is popular among golf enthusiasts as a store where they can test PXG clubs. It gained fame as a store where customers can try bunker shots by having sand laid out in the testing area. At Jamsil Branch's 'TPI Lounge', coaches provide services analyzing and diagnosing golf swing conditions.

With the golf craze gaining momentum due to COVID-19 and expanding to the 2030 generation, Lotte Department Store's overall golf product sales last year increased by 37.0% compared to the same period the previous year. Among them, the growth rate for the 2030 generation was 70.8%. Lotte Department Store not only operates experiential stores but also expanded the golf brand store area at its Myeongdong main branch by 30% compared to before and opened an online specialty store 'Y Club' to attract young golfers.

Hyundai Department Store plans to expand golf equipment stores where golf club testing is possible from the current 8 stores to all 16 department stores within the year. Currently, testing rooms are set up at places like Ilsan Kintex Branch, where customers can experience it through screen golf. A Hyundai Department Store official said, "We are focusing on experiential stores as part of a differentiated strategy beyond simply selling golf wear." In addition, the number of golf brands they deal with increased from 36 in 2020 to 62 last year, and their fashion affiliate Hansome launched a golf wear line targeting the 2030 generation. Hyundai Department Store's golf equipment sales grew by 65.5% last year compared to the previous year.

Shinsegae Department Store also offers screen golf-type testing rooms at some locations such as Gangnam Branch, Daejeon Branch, and Daegu Branch. Along with this, they have recently been making efforts to attract young customers. Last year, Shinsegae Department Store introduced 'Estyle Golf', a clothing edit shop targeting female golfers and the MZ generation simultaneously, for the first time in the industry. After first opening at the Gangnam Branch, a new store was opened in Daejeon in August last year. They also collaborated with the popular edit shop among the 2030 generation, Case Study, to launch 'Case Study Golf Club'.