Callaway Golf Company is launching an on-line alliance between Callaway Golf and its network of authorized U.S. retailers and online consumers. This online shopping site links consumers and golf retailers by permitting the consumer to place an order through Callaway Golf's website, www.shop.callawaygolf.com, and have it fulfilled by a local participating retailer.
When an order is placed, it is in turn presented electronically to participating authorized retailers via a user-authenticated and encrypted site. These retailers then have the opportunity to fulfill the consumer orders. Shop.CallawayGolf.com features an automated system that uses an algorithmic selection mechanism to determine the retailer that can most efficiently fulfill an order based on such attributes as geographic proximity and inventory availability. The selected retailer will ship the order directly to the consumer. Shop.CallawayGolf.com is currently only available to consumers in the United States.
“We are very excited about this opportunity to expand the electronic connection between online consumers and our solid network of authorized retailers,” said Joe Urzetta, Senior Vice President of U.S. Sales. “Some of our retailers already have strong Internet websites, and Shop.CallawayGolf.com will provide those retailers with an additional online channel that can generate new business. For most of our retailers – including most of the vast network of green grass golf professionals — who do not currently have Internet capability, Shop.CallawayGolf.com provides them with a presence on the web without the technological, marketing and customer service costs associated with e-commerce.”
Shop.CallawayGolf.com will supplement the prevailing “brick and mortar” golf shopping experience, not replace it. While e-commerce in golf is growing, it still represents only a small percentage of total golf equipment purchases. Callaway Golf is trying to balance this on-line opportunity with its existing authorized retailers who support and promote its brand.
Callaway Golf's prior experience in the online world is through CallawayGolfPreowned.com. This provided a foundation for Shop.CallawayGolf.com. But shop.CallawayGolf.com is a much larger undertaking.
