Did you notice that Srixon has just launched text personalization for golf balls on its website? Srixon gives you the opportunity (see photo below) to design your new golf balls (e.g. monogram, special message etc.).
These Srixon golf ball models are available with online text personalization:
- Z-STAR XV
- Q-STAR TOUR
- Soft Feel
- Soft Feel Lady
Srixon has two promotions featuring text personalization for each golf ball model featured above. Both promotions are happening now and valid until the end of the year:
- Buy 3 dozen personalized golf balls, get 1 free dozen personalized*.
- Free personalization on any dozen purchased**.
*Not valid with any other offers. Free dozen must be the same ball type.
**Not valid with any other offers.
How could Srixon maximize retail personalization?
At this level, I think this is nothing more than a marketing gimmick of Srixon. Product personalization should not be for a limited time, but rather a basic service just like the golf club and golf ball custom fitting.
Using customer insight can be extremely useful in creating compelling and relevant personalized retail experience. If we continue to think about how can we provide even more personalized retail experience for our customers, then we should consider the following solutions:
- Real-time interaction: Beacon technology: it is an interesting way to bridge the gap between online shopping and in-store experience. Actually, anywhere where loyalty can be rewarded and local experience is essential (e.g. pro shops) and can be augmented via mobile engagement. So the usage of beacon technology is not just about products and offers, but also to improve customer service and loyalty.
- Be prepared for the phenomenon of showrooming and webrooming. However, it is worth to study what different generations (e.g. Baby Boomers, Generation X, Millennials etc.) prefer to do. The KoeppelDirect‘s study can help you a lot to understand the different expectations and needs.
- Personalization of pro-shop ads: I could imagine “smart shelves“ implemented in pro-shops to offer personal pricing and product suggestions based on historical purchase data. Using smart shelves is a smart way to effectively manage your stock.
- Build responsive pro-shops and POS.
- Show next to the product description in web shop the buyer’s Facebook friend who have already purchased the product.
- Wearable devices to improve instore communication (also product information), navigation, and payment.
I hope, I don’t have to explain to you that we should focus on the customers’ pain/need points. Don’t use the above-mentioned technology solutions for technology’s sake, but to meet your customers’ expectations and to provide outstanding retail and product experience.
Srixon and other golf equipment manufacturers and pro shops should invest in frictionless retail experience and quality sales team.