American Golf 案例分析

研究课题

American Golf has 90 stores across the UK and ROI located on golf courses, A roads and retail parks. Customers range from a one-off purchase in-store or online to dedicated golf enthusiasts who shop on a regular basis. Our challenge was to understand and evidence the opportunity for future growth by understanding American Golf's stores, catchments, customers and their behaviour.

解决方案

• Profile the American Golf Customer base, and show the propensity to purchase based on key demographics.
• Understand the relationship between physical locations and online, and whether an online halo exists.
• Understand how far customers are willing to travel, and how this differs by location type.
• Evidence the sales and catchment change from historical relocations. Understand the sales recapture from store closures.
• Forecast potential sales for all areas across the UK.
• Build an algorithm to score and rank the priority locations for new American Golf stores, incorporating the cannibalisation of the existing estate.