Callaway Golf wins business through feedback, retail

Share this article:

SAN JOSE, CA - Having a direct dialogue with consumers is crucial to running a retail business, according to a panel here at yesterday's Internet Retailer Conference and Exhibition.

David Schofman, CEO of Callaway Golf Interactive, Austin, TX, presented Callaway Golf's e-commerce store Shop.CallawayGolf.com's strategy in a panel called "Consumer Goods Manufacturers: How the Web is Changing Their Business Model."

A major tactic employed by the golf-supply retailer is building customer profiles and creating a conversation with customers based on this knowledge.

"The data that you gather can fundamentally change how you manufacture your products," Mr. Schofman said. "It is difficult to understand what consumers want until you come in and see what consumers are buying and how they are buying it. At the end of the day, the consumer decides. And consumers will talk to you when they know you are listening."

The e-commerce site http://www.shop.callawaygolf.com/ takes orders and then lets affiliate retailer fulfill them based on inventory and location. This lets customers interact with retailers on a more local basis.

"Once an order comes in, all of the retailers in our network view the orders, compare them against their inventory and raise their hand, saying 'I have the product,'" Mr. Schofman said. "Within a 24-hour period of the consumer purchasing, a retailer processes the order making the average time for delivery only two and a half days."

This format can be challenging as retailers are competing against each other. According to Mr. Schofman, however, it is not a problem. If the Callaway Golf brand is aggressive and communicating to its customers through its Web site, then the retailers will benefit.

"The coolest part that I like is that it provides an e-commerce platform for all of our suppliers, so even if you are a small shop, you can raise your hand and say that you have the product and you are close to the retailer," Mr. Schofman said. "It really levels the playing field."

Ultimately the strategy is about customer service and building customer loyalty.

"It is very frustrating for consumers to go online and have to search to find one product here and one product there," Mr. Schofman said. "It is important to have one place where consumers can go for all of their needs and we can find the product when they want it."

Share this article:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in Multichannel Marketing

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in Multichannel Marketing

Wine.com Uncorks New Digital Marketing Opportunities

Wine.com Uncorks New Digital Marketing Opportunities

The online wine retailer's strategy incorporates different flavors and depths.

93% of Companies Are Ineffective at Cross-Channel Marketing

93% of Companies Are Ineffective at Cross-Channel Marketing ...

Companies point to a lack of resources as the most common reason for lackluster marketing integration, a study says.

Metal Mulisha Races Towards Customization

Metal Mulisha Races Towards Customization

The motocross apparel company boosts mobile and Web conversions through product recommendations and personalized search.