Multi-channel retailer Golfsmith International Inc. is launching its first marketing campaign to support its growing online business as well as its stores, the company says. The campaign includes a two-part e-mail marketing strategy targeted at particular store regions and national online sales and the building of an online affiliate network.
“We’re starting to push more dollars into marketing our online business,” a spokesman says. To promote Golfsmith.com, the company is signing affiliate marketing deals to build relationships with consumers that frequent other web sites.
With e-mail, Golfsmith is sending information on in-store promotions to customers in particular regions, such as Chicago, where it operates several golf superstores. These e-mail promotions will typically provide coupons that can be printed out and redeemed in a store.
In addition, national e-mail campaigns will promote web site sales with hyperlinks that enable e-mail recipients to click directly to Golfsmith.com for online promotions. The company also offers free shipping on all web and catalog orders over $100.
In addition to promoting online and in-store sales of golf equipment and apparel, the e-mail campaigns call attention to the services Golfsmith says make its stores unique, such as classes and tools designed to let customers build their own custom golf clubs.
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