Integrated Customer Communications

Background:

A leading golf retailer was distinctly lacking in integrated and coordinated customer communications to give it a brand presence. All it had was a sales catalogue mailed to some golf club members.

Objective:

To grow brand awareness and boost sales through the creation of a customer magazine that would also promote tactical sales promotions to entice people into the shop.

Actions

The magazine is now one of the biggest sports publications in Europe, with a circulation of over 150,000. It contains articles of general interest to golfers, with features on tour players, products and instruction, and promotes the group's tactical offers as a ‘soft sell’, backed up by in-store POS and customer vouchers inserted into the magazine. An average of 85,000 magazines are mailed to club members quarterly (the magazine coincides with key points in the golfing season), and the remainder are distributed through the clubs. In addition, a full database service is maintained on behalf of approximately 120 pros, and assists them in other mailing campaigns at key times like Christmas.

Results

• 95% of customers believe the magazine adds value to their experience of the group.
• Over 70% of pros say their turnover and footfall increase when the magazine is increased.
• Tactically promoted items frequently sell out within a week of the magazine’s distribution.