Golfsmith’s Course of Action: Focus on Multichannel Commerce

The sites also cross-sell and upsell on the product pages. Hermansen says he’d like to someday be able to do what Amazon offers: “You last bought x, you may want y.”

To help improve the “stickiness” of its e-commerce channel, Golfsmith established “Clearance on the Clock,” an online outlet in which product prices for clearance items are reduced every day. “It’s fun, gets a lot of repeat hits and is good for inventory clearance,” says Hermansen.