TaylorMade Grows One-to-One Customer Brand Experience

Carlsbad, Calif. -- TaylorMade Golf Co. has put a focus on high-tech customer service with the introduction of an interactive screen in Golf Galaxy and Golfsmith stores, and by expanding its TaylorMade Performance Lab custom-fitting centers."We wanted to upgrade the golf shopping experience, because it hasn't been touched in a long time," says Brad Holder, director of consumer marketing. "The experience last year and back in the 1980s was too similar in many stores."The in-store LCD touchscreen enables customers to access information and videos in four key product areas: metal woods, irons, wedges and golf balls. The touchscreen can be mounted to endcaps, slatwall and TaylorMade displays with retrofit hardware. The screen loops video content to draw shoppers' attention, which stops when activated by a user. Screens lead users through the categories and include pages on product information, background on sponsored tour pros and video tips. Sections with ticker-format news, upcoming promotions and demo information also are available. The interactive displays have been installed in Golfsmith and Golf Galaxy stores around the country, with 25 placed in each chain (although some stores have more than one). "We wanted to keep the scope tight on this initial use," Holder says. Each chain was given market exclusivity. The two retailers were chosen because of their customized service for shoppers and their specialty environment, he notes. Content was pulled from existing sources, so no new materials had to be created, he says. "But now that we have a vehicle, we will have that in mind as we develop new materials." The kiosks connect via WiFi to TaylorMade's headquarters, where marketers can review what is being accessed, what pages are being skipped and what updates are needed. "In less than 48 hours, we can post new material with one of our pros or other new information. We will definitely craft content for it."The goal is to create an all-in-one answer machine. "Consumers want answers, but they can be overwhelmed with information, making it difficult to discern differences among products and brand differences," he says. 'We want to crack that code using technology, and give shoppers information that is accessible and meaningful as they review products and decide what clubs to take to the hitting bay."Unique promotions are being considered for each market, such as providing coupons via a code punched into the kiosk. Display hardware was supplied by SeePoint Interactive Kiosk Systems, Redondo Beach, Calif., while Hello Design LLC, Culver City, Calif., provided the interactive software services. BlackBox Productions, Portland, Ore., crafted the final design of the kiosk, and agency NYCA, San Diego, helped select content.In addition to the screens, TaylorMade is looking to expand its club-fitting facilities in 50 markets in the U.S. and globally. It expects to be finished in the next two years. The facilities are called Performance Labs and are placed at green grass locations, like golf courses. Six are currently in the U.S. and two overseas (South Africa and the United Arab Emirates). The centers use 3-D motion-capture and other high-tech equipment to evaluate a golfer's body motion, swing style and physical needs to build a customized set of golf clubs."We want the consumer to have an opportunity to feel like a tour player for the day and receive the most advanced fitting in the industry," says Will Miele, global business development manager. "We know that consumers are becoming more educated on the importance of custom fitting, and we have been waiting for the opportunity to share our advanced technology to meet their needs." Lower-tier fitting experiences (without motion capture) are available at the retail level. In addition, a flagship Center for Excellence has been built near parent company adidas Group's headquarters in Herzogenaurach, Germany. Opened in April 2009, the center took 16 months to create, according to Marie Heyer, global design group operations manager. The group worked with TaylorMade UK and adidas Germany executives, while BlackBox Productions provided design intent, installation assistance and vendor-relation management."The Center for Excellence is a showcase for TaylorMade's state-of-the-art club-fitting technology as well as a global symbol of our brand's commitment to innovation," Heyer says. The center surpassed the company's first-year target by 15% and is on track for year-on-year growth of about 30%, says Ryan Lauder, director of marketing for EMEA (Europe, Middle East & Africa) & Pacific. Customers have arrived from as far away as Canada, Finland, Spain and the U.K., he adds.

TaylorMade Grows One-to-One Customer Brand Experience

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