Golfsmith’s Course of Action: Focus on Multichannel Commerce

They constructed a proprietary Enterprise Resource Planning system on an Oracle platform. “Implementation was painful,” Thompson recalls. “But now it works great, especially for store replenishment.”

Repeat orders: Future challenges for Golfsmith include keeping customers loyal. Thompson admires the system put in place by other retailers such as Chico’s, and hopes to emulate appropriate portions of those programs.