Royal & Awesome, the funky Scottish golf clothing brand, has reached a higher level in the UK golf retail market after signing a new partnership with Direct Golf. Royal & Awesome was launched in 2012. Now it will be available also on the retail giant’s e-commerce site and in 5 of its stores across the country.
This year, the iconic range is enhanced by 2 new, patriotic designs: Trew Brit and Pars & Stripes. The colors of red, white and blue allow British golfers and their colonial cousins to display national pride up and down the fairways.
At the very same time I would recommend to Royal & Awesome to improve their POS communication by utilizing the latest technologies (e.g. wearables, QR codes, touch screens) to provide more product information and engagement.
What we can see in the picture above is a very old school/classic POS communication. If they do not have budget for something special, at least they could maximize the image of Old Tom Morris in their funky trousers/shorts. I am sure it would be more eye-catchy than the current version.