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Golfsmith targets golfers on the go with new mobile commerce app

Golf retailer Golfsmith has launched a new iPhone/iPod touch application that lets golfers buy golf supplies and equipment, anytime and anywhere, even from the 18th hole.  

Golfsmith tapped mobile commerce specialist Digby to create the customized mobile iPhone/iPod touch shopping experience for consumers. The new mobile application complements the mobile Web platform that Golfsmith launched earlier this year, providing customers with a new mobile shopping experience that makes research, purchases and access to promotions easier.

“Golfsmith’s key strategy for the launch of this app is simple—to give golfers the opportunity to find ‘anything golf’ that they could ever want through the biggest golf specialty retailer in the world, Golfsmith, right from the palm of their hand,” said Matt Corey, chief marketing officer of Golfsmith, Austin, TX.

“This is just the beginning of what’s to come from Golfsmith in the mobile world,” he said. “We recognize that overall mobile reaches a younger audience, but that is changing as more and more mainstream consumers adopt mobile commerce.

“Our goal is to be ahead of the curve and reach any golfer at any age that is currently seeking a mobile golf commerce solution.”

Golfsmith International Holdings Inc. is a specialty retailer of golf and tennis equipment, apparel and accessories.

The company operates as an integrated multichannel retailer, with 76 bricks-and-mortar stores across the United States, through its Internet site and from its assortment of catalogs.

Digby is a provider of mobile commerce and mobile cross-channel customer engagement platforms designed specifically for retailers.

Buying from the links
A major challenge for some golfers is remembering when to replenish their golf supplies and restock their golf bag. Now they can do so via their iPhone or iPod touch.

Golfsmith’s golf product selection features brand merchandise, as well as proprietary products, club-making components and pre-owned clubs.

Through this new iPhone/iPod touch application, Golfsmith is offering features such as a live “Promotions” board and “Play Video” product demonstrations by Golfsmith product experts.

In addition, customers can also buy gift cards, create wish lists, obtain product reviews and find a Golfsmith store nearby.

The live “Promotions” board that is uniquely positioned at the top of the home page features special limited-time-only offers and exclusive product deals.

Golfsmith is promoting the new application across all of its sales channels—the Web, its call centers and retail stores—and in its various marketing vehicles, including online, social and traditional marketing efforts.

“Digby is enabling Golfsmith to sell and market in the mobile world,” Mr. Corey said. “Digby is a clear leader in the mobile space, and Golfsmith is proud to partner with Digby in our launch.

“At launch, Golfsmith will certainly promote special offers, sales and other great values along with showcasing the newest, latest, greatest products from the best brands in golf,” he said.

“The app doesn’t accept coupon codes right now, but that is something we are considering as we continue to grow our mobile experience.”

Final Take
Dan Butcher, associate editor, Mobile Commerce Daily