Grainger emphasizes search engine marketing, targeted e-mail s, and mining online data.
Callaway Golf Interactive tees up technology for tomorrow
The company is seeking return on its e-commerce platform investment through a variety of strategies designed to boost sales.
Near the end of 2005, Callaway Golf Interactive implemented overarching upgrades to its e-commerce platform, Microsoft Commerce Server. Today the company is seeking return on its investment through a variety of strategies designed to boost sales.
“One of our big goals is to monetize that investment through better promotional activity and analytics,” says David Schofman, CEO of Callaway Golf Interactive and senior vice president at Callaway Golf. “We are passionate about knowing who our customers are and what they want. These upgrades will help us better serve our golfers.”
The enhanced platform is enabling the consumer brand manufacturer, No. 224 in the Internet Retailer Top 500 Guide to Retail Web Sites, to more quickly roll out several new programs and web sites and leverage assets across channels, Schofman says. The rollouts include Verity site search by Autonomy Corp. and content management from Vignette Corp.
“Our team has set some big goals on all fronts,” Schofman says. “We’ve learned and continue to learn that if you take care of the basics, the rest will take care of itself.”
Callaway Golf Interactive reached $26.4 million in web sales last year, up 20% from $22 million in 2004, according to Internet Retailer estimates.