Golfsmith’s Course of Action: Focus on Multichannel Commerce

Recently, the company has started telling its story more prominently within its catalog pages. For example, the opening spreads of one of its recent editions (see page 20) doesn’t sell product, but rather uses that space to promote specialized customer services such as its club trade-in program and Golfsmith credit card; a special gift section and its gift card offering; and three ways to shop. Additionally, because all three channels were promoting irons that month, the spread is heavily devoted to that product line.