Austad’s new owner takes a swing at improving the golf catalog’s performance through new creative, list and merchandising strategies

By Alicia Orr , Editor In Chief and Catalog Success

Schmid explains, “The signing of Greg Norman was done to enhance the credibility of the product offering. Norman is a highly recognized professional golfer with a solid image. By adding golf tips throughout the book we should have better readership and retention.”

Of the Greg Norman strategy, Arett adds, “Now ours [catalog creative] is differentiated with the tips from Greg Norman. This will encourage shoppers to look over the book and hopefully impulse will take over and get them to buy.”