Golfsmith’s Course of Action: Focus on Multichannel Commerce

While the company is fixated on multichannel, its retail division in particular appears to be growing exponentially. To date, it has 42 stores, and plans to open three more in the near future. Last year, the company purchased Don Sherwood Golf & Tennis World, a San Francisco-based retail chain.

In keeping with its multichannel focus, there’s an in-store Internet kiosk for online ordering. And back-end technologies are set up so that orders from the direct channel can be shipped right from a store when the need arises. Mostly, however, direct orders are shipped out of the company’s massive 240,000-square-foot distribution center (DC) on its Austin campus.