Golfsmith’s Course of Action: Focus on Multichannel Commerce

This drive to tear down and hold down the walls that often surface in a burgeoning multichannel environment has enabled Golfsmith to create what it terms its “multichannel synergy.”

E-commerce: The company has four Web sites, all designed in-house: a golf store, a clubmaker site, a clearance outlet and a new women’s golf Web site. The sites recently were redesigned for easier search and navigation. Golfsmith uses a Web analytics service, which has helped it understand the strength of its multichannel marketing strategy. “For example, the store locator page consistently is one of our top 10 pages visited,” Hermansen notes.