How Mill River Clubs Can Leverage an Online Shop as a Modern Member Amenity

Mill River clubs are known for their unique approach to golf shop pricing, offering members special access and discounts on merchandise purchased in the physical shop. When it comes to adding an online shop, many Mill River clubs have found success by framing it not as a replacement for the pro shop, but as a distinct new member amenity—one that expands access to brands and products well beyond what’s available on-site.

A Supplement, Not a Substitute

For many clubs, the physical shop remains the heart of the retail experience. The Mill River program continues to apply exclusively to in-shop purchases, preserving the value and tradition members expect. The online shop, meanwhile, is positioned as a supplemental benefit—a way for members to access an even broader selection of apparel, accessories, and gifts, often from premium brands that are not stocked in the shop due to space, inventory, or vendor restrictions.

What Makes the Online Shop a Valuable Amenity?

  • Expanded Brand Catalog: Members can browse and purchase from a wide array of brands and styles, including special sizes, colors, and custom items that simply aren’t practical to carry in the shop.

  • Convenience: The online shop is open 24/7, allowing members and their families to shop at their leisure, whether they’re at home, traveling, or thinking of a last-minute gift.

  • No Inventory Risk: Clubs can offer this expanded selection without taking on additional inventory or financial risk, as on-demand fulfillment partners like Tee Commerce handle all production and shipping.

  • Clear Program Separation: By making it clear that the Mill River pricing and benefits apply only to in-shop purchases, clubs maintain the integrity and value of their traditional program while offering something new online.

How Clubs Communicate the Difference

Successful Mill River clubs are transparent with their members about how the two programs work together. Communications often highlight that:

  • The physical shop remains the place to enjoy Mill River pricing, hands-on service, and the classic club retail experience.

  • The online shop is an added amenity, offering expanded selection and convenience, but with standard retail pricing and policies.

This approach not only preserves the value of the Mill River program but also demonstrates the club’s commitment to evolving and meeting modern member expectations.

What Club Professionals Are Saying

“Tee Commerce has been a huge asset to our shop. They are always up for new and creative ideas, and the online shop has been a huge hit with our members and their family and friends! Thank you for helping us provide a time-efficient, awesome service.”
— Coldstream Country Club, OH

“One of the best decisions I’ve ever made in this business was selecting Tee Commerce for our online shop here at Sankaty Head. This gives members a chance to get not only something with our great logo, but from a much bigger assortment of brands than we offer in our Golf Shop.”
— Sankaty Head Golf Club, MA

Conclusion

For Mill River clubs, an online shop isn’t about changing the core retail experience—it’s about adding value. By clearly framing the online shop as a new amenity with expanded offerings and maintaining the Mill River program in the physical shop, clubs can satisfy modern member expectations while keeping tradition and value at the center of their retail strategy.

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