This episode reveals how PGA TOUR Superstore is capitalizing on golf's pandemic-fueled popularity surge by proactively making the sport more accessible and inclusive. E-commerce operators can learn how to broaden their customer base by identifying and dismantling barriers to entry, fostering community, and leveraging experiential retail to redefine their brand's perception and drive growth beyond traditional demographics.
Key takeaways
Identify and address barriers to entry for new customers (e.g., cost, skill perception) to expand your market significantly, as PGA TOUR Superstore did for golf.
Implement experiential retail strategies to create engaging in-store environments that go beyond simple transactions, such as PGA TOUR Superstore's golf simulators and lessons.
Focus on community building and inclusivity to attract a diverse customer base and foster a sense of belonging around your product or sport.
Leverage "new normal" consumer behaviors (e.g., preference for outdoor, socially distanced activities) to pivot marketing and product offerings.
Redefine your brand narrative to appeal to a wider audience, moving away from exclusive or niche perceptions to embrace broader appeal and accessibility.
Integrate digital transformation efforts within a physical retail footprint to enhance the overall customer journey.
Utilize marketing to communicate brand values and mission effectively, forging deeper connections with consumers.
Jill Thomas is the CMO of PGA TOUR Superstore. The company, and the sport, have both seen a recent surge of growth due to COVID-19 and golf’s unique position as an outdoor activity that is social distancing-friendly and connection fostering. We talk about how PGA TOUR Superstore is expanding the world of golf to a broader audience, impacting not only the future of retail but of the sport as well. Learn more at retailgetsreal.com.
What does this episode say about retail & omnichannel?
Identify and address barriers to entry for new customers (e.g., cost, skill perception) to expand your market significantly, as PGA TOUR Superstore did for golf.
What does this episode say about brand & content?
Implement experiential retail strategies to create engaging in-store environments that go beyond simple transactions, such as PGA TOUR Superstore's golf simulators and lessons.
What does this episode say about customer retention?
Focus on community building and inclusivity to attract a diverse customer base and foster a sense of belonging around your product or sport.
What does this episode say about retail & omnichannel?
Leverage "new normal" consumer behaviors (e.g., preference for outdoor, socially distanced activities) to pivot marketing and product offerings.
What does this episode say about retail & omnichannel?
Redefine your brand narrative to appeal to a wider audience, moving away from exclusive or niche perceptions to embrace broader appeal and accessibility.
