Cross-Channel Marketing Success With A New CRM

March 2012 Integrated Solutions For Retailers

By Bob Johns, associate editor

Golfsmith implemented a new customer relationship management (CRM) solution to get a single view of its customers and improve market share.

With total golf equipment and accessory sales being relatively flat in recent years, growth for companies in the industry has been a game of market share. Golfsmith International, a specialty retailer based in Austin, TX, needed to gain market share in a down economy in order to survive and grow. The company operates 75 stores in 21 states, has strong catalog sales, and hosts a large e-tail site offering a variety of golf equipment, apparel, footwear, accessories, and instruction, while achieving gross annual sales of more than $385M.