Going for the Green

Today, with a 12-month housefile of 340,574 names, the catalog channel of Edwin Watts Golf continues to be a vital part of its success. Even with the emergence of the Web site, John Watts believes the catalog is the heart of the company. “The brand has been developed over 40 years from the catalog, and the catalog drives the business,” he says. “We’re seeing fewer people dialing the 800 number, but I don’t see that as a negative. You have to account for people like me, who may be Web shoppers but are guided to the Web by something they’ve found in one of our catalogs. The catalog has obviously built our brand, and this helps now to drive people to the Web site.”