Golfsmith’s Course of Action: Focus on Multichannel Commerce

Pages 4 and 5 of that same edition are devoted to educating consumers on iron design, materials and shafts, and offers an “Iron Guide” so customers can compare clubs made by different companies. Moreover, the first 13 pages of this 84-page edition are devoted to that one product line of irons.

This strategy of themed issues is carried over into the company’s other channels. Each week, key people within each sales channel meet to plan the creative threads that will spread across all Golfsmith sales outlets. Merchants buy for all three channels. And all channels are required to promote one another.