Golfsmith’s Course of Action: Focus on Multichannel Commerce

Creative work for all of the Golfsmith catalogs is done in-house, says Bob Hermansen, director of catalogs and direct marketing, and the former art director for Chadwick’s of Boston catalog. Golfsmith has its own in-house digital studio, photographer and copywriter. “Only rarely do we reuse vendor-supplied art,” Hermansen says. “We shoot the products ourselves, which gives us more control of how the images are displayed and used. We even have an image specialist on staff who does color correction and clipping.”