optilyz Direct Mail Automation Awards 2024: Golf House wins “Creative Concept”
This is Golf House
Golf House has evolved since its founding in 1976 into the largest retailer of golf products in Germany, Austria, and the Czech Republic. The company holds a leading position in Europe, boasting 29 stores and operating a robust online shop.
This online shop is a go-to destination for golf equipment, offering a wide selection of various items and brands. Additionally, Golf House provides unique services such as store delivery and exclusive fittings. The company’s philosophy is that customers should be able to focus entirely on their golf game while Golf House takes care of the rest. Their motto is “Advise, support, and inspire.”
What does Golf House offer its customers?
The retailer sells over 38,000 items from 250 brands in its stores and online shop, covering everything from clothing and shoes to trolleys and travel luggage. Customers don’t have to search across different platforms for the products they need; they can find everything their heart desires at Golf House.
How popular is golfing?
In 2023, approximately 67,85 million people aged 14 and over in the German-speaking population were familiar with golf. Of these, around 1.32 million showed a particular interest in the sport.
How many people play golf in Germany?
In 2023, there were around 292,000 golfers in Germany over the age of 61, making up about 43 percent of all respondents. In fact, there were also around 2,100 people, or 0,3 percent, who were no more than six years old. This means that the market for golf equipment caters to nearly all age groups.
Number of golfers in Germany in 2023 by age groups
Deutscher Golf Verband, Anzahl der Golfer in Deutschland im Jahr 2023 nach Altersgruppen Statista, https://de.statista.com/statistik/daten/studie/6894/umfrage/golfer-nach-alter-in-deutschland/ (letzter Besuch 29. Mai 2024)
What is the revenue from golf products in Germany?
The revenue in the market for golf equipment in Germany was approximately 312 million euros in 2024 and is expected to rise to 354 million euros by 2028, representing an annual growth rate of 3,26%. In terms of population, this translates to about 3,74 euros per capita in 2024.
That is why Golf House wins in the “Creative Concept” category
Extraordinary marketing ideas
Golf House is a company that likes to explore new marketing avenues. In order to not only encourage online purchases but also to attract customers to its stores, the company pursued a completely new incentivization approach with its direct mail campaign: Every person received a bottle of wine when visiting a local store.
For idea development, Golf House closely collaborates with optilyz and regularly exchanges ideas about new creative approaches regarding programmatic print. Customer data is meticulously segmented and efficiently utilized for direct mail automation. Golf House has already implemented more than 10 different use cases with optilyz. The effort pays off: In addition to automations and one-shots, Golf House continuously tests new direct mail formats to adapt to different customer needs and market changes.
“It’s wonderful to have our work appreciated – we’re very happy to receive an optilyz award! It reassures us that we’re on the right track and inspires us to continue our journey with optilyz.”
Christian Weinacht
CRM Teamlead at Golf House
Exclusive shopping experience
In addition to its extensive range of products, Golf House provides various testing and training opportunities, modern fitting systems, and professional workshops for repairs of all golf equipment. And if customers can’t find a specific product while browsing through the store, there are several terminals where they can access the online shop live and have the desired products sent directly to the store.
But the real highlight of shopping at Golf House is the complementary comfort service: For example, there is a lounge where golf fans can have a drink and watch the latest SKY broadcasts on a video wall. Additionally, customers can showcase their golf skills on a large outdoor area with a real golf range. All of this contributes to a unique and immersive shopping experience that customers won’t soon forget – and will recommend to others.
Omnichannel is the future
Golf House knows that the customers of tomorrow want to shop even more hybridly and use both sales channels equally. Therefore, the company has been dealing with the topic of omnichannel for many years and is connecting online with offline strategies.
This also applies to its important service Click & Collect or Click & Reserve. For example: customers can order something in the webshop on sunday and pick it up later in the store.
Do you want to know who won the “International Growth” category of the optilyz Direct Mail Automation Awards 2024? Take a look here.
