Expansion thru innovation: How golfing retailing is converting the sport for these days’s client
Collaboration amongst retailers and suppliers is a key facet to the changing omnichannel retail era. During EDI Here In:fluence 2016, Harry Arnett, senior vice president of marketing and brand management for Callaway Golf, and Randy Peitsch, senior vice president of operations for PGA Tour Superstore, revealed how they built a set of merchandising strategies to grow market share and mindshare with today’s omnichannel consumer.
In order to reach the consumer, both Callaway and PGA Tour Superstore had to collaborate to figure out what the consumer is looking for and also what makes the consumer happy.
“Engaging the customer and giving the customer an experience when they come into the store is extremely important,” Peitsch said. “Creating trust is a big part of what we have to do to be successful as a retailer.”
The successful collaboration between Callaway and PGA Tour Superstore has led to both companies working together in order to create compelling content for various social media platforms, such as Instagram, Facebook, Twitter and YouTube.
“We’re constantly working together to make cooperative content and creative tools.” Arnett said.
With the evolution of the game of golf and the emergence of new-age golf superstars, such as Jordan Spieth, Jason Day and Rory Mcllroy, the need for compelling content is at an all-time high.
“Social media has really exploded with this new generation of players,” Peitsch said. “This is where the world is going now and our customer is so passionate about the game that they want to know what each player is using.”
Having the ability to create compelling content as well as the ability to really figure out what the needs, wants and desires each individual customer has are what have helped Callaway continue its reign as the leader in golf performance and innovation for more than 30 years as well as allow PGA Tour Superstore to set a plan to double the amount of brick and mortar stores across the United States.
