Page 32 - GBC Spring 2019 ENG

Brandon Clark
Brandon is currently the North American Sales Manager for Gallus Golf and has spent 19 years in the golf industry in both operations and technology. Contact Brandon at brandon@gallusgolf.com or (858) 869-1352.
Leaders in the golf industry tell us that we must better engage our patrons, better communicate, and provide a better experience. We are convinced that mobile technology is perfectly positioned to help course owners and operators meet all three of these industry buzzwords.
The more you know about each customer, the higher your chance to bring them back. Let’s take some cues from Amazon, a company that does this really well.
CASE STUDY: AMAZON
The key to Amazon’s success follows a recipe. First, personalization that includes arti cial intelligence, machine learning, and predictive analytics to know their customers better. Amazon understands each customer is different. Sprinkle in ease of use. From browsing products, deals, comparing prices, availability, delivery speed and preferences with a mobile rst mentality. Bake these ingredients together and you get loyal customers.
Currently, Amazon enjoys over 100 million Prime Members plus a 90% membership retention rate. To put Amazon membership numbers in perspective, Costco used to be the gold standard for retention at about 80% retention rate. To further our mobile understanding let’s look at the Amazon purchasing process.
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Step one, the customer is seeking a purchase. Here is the information Amazon learns about each purchase: when they are buying, who is buying, how are they purchasing, and nally what triggered this buy. The how they are purchasing is predominantly mobile.
Step two, a click is made, and something is added to the checkout cart. Amazon learns about each individual’s browsing behaviour and search method. Did the customer know what they were looking for and go straight there or did they follow some sort of path through their clicks.
Step 3, the customer completes their purchase. Was the purchase price driven? Did the customer read any reviews? Are they brand loyal? Is the customer concerned about timing of delivery?