Golfsmith’s Course of Action: Focus on Multichannel Commerce

E-commerce: Hermansen and his staff plan to improve their affiliate marketing and search engine marketing programs in the near future.

Contact strategy: A final challenge is one heard by all multichannel marketers: How to plan a contact strategy during a period of rapid channel-shifting. Says Thompson, “We may stop mailing to a woman who uses the catalog to pre-shop in a Golfsmith store but has never bought from the catalog itself. How do we track that? This is hard stuff for multichannel merchants. The industry needs more great circulation people.”