Meeting Golfers’ Needs to Assist in Healthy Lifestyles
Challenge
A leading US retailer in the sports and exercise space needed to understand the “why behind the buy” of golf consumers.
Determining what drives purchases would allow them provide the most appropriate products/ services in consumers’ journeys around healthy lifestyle planning – for cardiovascular, strength and balance conditioning and mental/social stimulation.
Approach
Quantitative online surveys among 750 golfers mapped to a preexisting segmentation to more deeply understand underlying motivations and aspirational needs when making choices in their shopping behavior journeys
Isolate key factors that would drive engagement with our clients’ 5 major product/service offerings:
- Clubs
- Shoes & Apparel
- Balls
- Experiences (e.g., simulators)
- Fittings/lessons/advice
Outcome
Using M/A/R/C®’s findings, this retailer was able to developing a strategic roadmap for future success tailored to each of their consumer segments which incorporated targeted messaging and products/services.