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‘One endless loop’: How Golf is using its new retail marketplace as a first-party data play

Digiday 16 Sep 2020 04:01
September 16, 2020 by Kayleigh Barber

Golf was one of the first sports to return both professionally and recreationally during the coronavirus pandemic. And the boost in interest in the sport has given Golf Magazine, and its digital site Golf.com, the ability to test out its new commerce business against a wider audience.

In June, the publisher launched its new retail marketplace, the Pro Shop, as an extension of the affiliate business it created at the end of 2019. Over the past three months, the shop has seen three to four times the number of sales month over month, according to Rob DeChiaro, chief digital officer of Golf. He declined to share hard revenue figures for the business.

“Golf fans and players are looking for an editorially curated marketplace. We don’t want them to feel like they’re opening 15 tabs on their web browser to complete a purchase when we’re recommending something,” he said.

The Pro Shop is more than a commerce play, however. While it is meant to take some of the weight off of the publisher’s advertising business, the online marketplace is also informing all of Golf’s first-party data strategy, he said, thus feeding back into its content strategy and advertising business.

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DeChiaroGolfLocal Value CommerceRob DeChiaroGolfcom
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