Golfsmith’s Course of Action: Focus on Multichannel Commerce

Fulfillment

Golfsmith’s DC for its direct channel was a veritable beehive of activity during a recent tour of the facility. Double-decker conveyor belts transport color-coded and bar-coded plastic totes down the long picking aisles. Pickers read the paperwork inside, drop in products and push the totes back onto the correct conveyor to be either loaded for more merchandise elsewhere among the aisles or sent to the packing zone. Green totes get top priority since they represent expedited orders. Most DC personnel are full-time permanent employees, says Ken Brugh, vice president of operations.