In countless focus groups and qualitative interviews that I have conducted with both golfers and golf retailers, it is commonplace for respondents to speak to how “technology” has transformed golf equipment. We need only look back a couple of decades to witness the rampant innovation that has altered the size, composition, construction and appearance of […]
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A Researcher Looks Back Fondly at Q-School
Beyond golf’s four major championships and The Ryder Cup, my two favorite professional golf tournaments no longer exist. The first was what was once known as The Manufacturer’s Hanover Westchester Classic, later the Buick Classic, contested on the West Course of Westchester Country Club in Harrison, New York. This was our only metro New York […]
Read More »My First Hands on Lessons in Golfer Loyalty Marketing
Over the past two columns, I’ve relayed some of the more salient ways in which golf facilities and other customer facing organizations can harness the power of databases and loyalty marketing principles to forge stronger relationships with best customers. Today, digital technology has made this process of behavioral and attitudinal integration so much simpler. Several […]
Read More »Build Customer Loyalty With A “2C2R” Approach
Last week in this space, I spoke to how behavioral databases are helping golf facilities and other industry players to better evaluate and identify their best customers. I outlined a popular approach called RFM analysis, by which one looks at each customer’s recency and frequency of transactions in context with total spending, scores each and […]
Read More »A Foundational Model For Identifying And Nurturing Best Customers
Thankfully, the golf facility industry, in recent years, has begun to make great strides in deploying database marketing best practices to manage inventory, deploy effective yield management strategies, quantify golfer behaviors and leverage these and attitudinal data points to create more effective marketing communications. Because our firm’s work extends beyond golf to encompass other sports, […]
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