Creating the retail experience at PGA TOUR Superstore

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Consumers expect a visit to a store to be much more than browsing and checking out — shopping is no longer about picking up products. Golf-focused PGA TOUR Superstore has been rapidly opening new stores and expanding its footprint in communities across the country with just that in mind. “Our stated core purpose as a company is to inspire people to play their best and grow the game,” Chief Marketing Officer Matt Corey says.

On this episode, Corey joins the co-hosts of Retail Gets Real while attending NRF’s Shop.org conference to discuss how the golf-focused sports store is using technology to design a stand-out experience both online and offline.

"Our people are trying to build a relationship with you for the rest of your life."

Matt Corey
PGA TOUR Superstore

Three things facilitate the company’s rapid growth: company culture, the depth and breadth of their stores and people. “We've got a set of core values that is really centered around taking care of the customer,” Corey says. “Our people … are trying to build a relationship with you for the rest of your life so that you'll shop forever.”

PGA TOUR Superstore is a highly experiential retail space, with up to 14 high-tech simulators and hitting bases where customers can get custom fit for equipment, receive lessons from a PGA professional or just play for the fun of it. The company also launched a new digital platform recently. “We needed to build a world-class digital experience and platform that could scale with our brand,” Corey says.

The goal is to eventually transfer the in-store experience to the digital world, working with manufacturers to establish digital fitting solutions and using data to better understand each customer so the company can deliver the best possible shopping and play experiences.

To learn more about PGA TOUR Superstore’s plans for rapid expansion and the power of experiential retail, listen to the full episode. For more conversations from the Shop.org conference, check out the recap.

Nadee Bandaranayake is an assistant producer on NRF’s Retail Gets Real podcast. Meet all the co-hosts and learn more about the show.

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