A Brave, New Platform
Based on Net Solutions’ proven track record for building powerful eCommerce platforms, the management team at American Golf put their trust in a team thousands of miles away. Despite the distance, the two companies partnered to create a state-of-the-art, eCommerce-powered website with the following features.
A Bespoke CMS: Net Solutions built an entirely new, custom CMS from scratch. It gave specific teams at American Golf granular control over content, using a role-based permission system that was implemented through the CMS. This not only increased the speed at which users could handle web data—it effectively managed (and limited) the risk of unintended changes by unauthorized users. Finally, the CMS allowed admins to override content and data imported from third-party integrations.
Microsoft Dynamics NAV/Navision Integration: American Golf uses Navision (Microsoft Dynamics NAV) for their ERP. Net Solutions created a custom CMS that they integrated with the ERP to synchronize product information as well as inventory levels in real-time. This enabled multiple features and innovations, including the [email protected] feature—which allows shoppers to order products online and pick them up at a local store. Without real-time inventory tracking, this wouldn’t be possible.
Mercado (Now Adobe Search & Promote) Integration: The new platform integrated Mercado to promote relevant products based on user behavior. This worked by integrating it with product and inventory information so that it could identify products that were related to a user's browsing pattern and most likely relevant to their intent behind browsing the store. For example, if someone were browsing for driver golf clubs, it would show them similar products.
Store Locator: The new system integrated AFD and Google Maps so users could locate the nearest brick-and-mortar store.
Discount Manager: Net Solutions implemented a new feature allowing American Golf staff to manage discounts. The engine allowed them to create discounting rules, applying discounts to specific users, products, situations, etc. The new feature gave staff greater flexibility to promote specific products to shoppers who were likely to buy them.
Demo Days Manager: Local American Golf stores often feature Demo Days—events where professional golfers would demonstrate the use of featured products. Net Solutions created a centralized system to manage Demo Days across locations. It also managed user registration for these events.
Online Club: American Golf has long offered its brick-and-mortar customers access to their AG Club—granting their loyal customers access to special promotions. To encourage users from their brick-and-mortar stores to visit the website, they extended the offline clubs to the website. This allowed American Golf to track long-term behaviour and customer loyalty. Plus, it allowed them to make contextual, highly-targeted offers to shoppers.
Coming Soon Manager: A management module was created where American Golf staff could announce upcoming products, creating buzz prior to a product launch. Users could register to be notified when a new product becomes available.
Trade-in Feature: Net Solutions implemented a rule-based function allowing users to identify the fair market value for used products they were considering trading in for new purchases. This became a popular feature for users who wanted to upgrade.
Ball Personalization Feature: American Golf allowed users to order personalized golf balls—custom printed before delivery.
Fulfillment Manager: Fulfillment Manager: After integrating the online commerce platform with the ERP, the next step was to create a fulfillment manager that assigned all orders to a fulfillment center once a user pressed the “order” button. Custom workflows allowed the creation of various assignment rules along with instructions to fulfillment center staff.
Multi-currency Support: Since American Golf had recently begun opening stores in Ireland, where customers preferred to pay in Euros, they enhanced the web platform to support multiple-currencies (as opposed to just British Pounds).
Secure Checkout with DataCash (Now MasterCard Payment Gateway Service): DataCash provided a reliable, hosted method for users to pay online using a preferred credit or debit card, increasing their confidence in the platform. Additionally, it flagged potentially fraudulent payments for manual processing, protecting American Golf from potential losses..
Amazon Integration: American Golf lists and sells products through Amazon. A robust integration with Navision (Microsoft Dynamics NAV) allowed for real-time updates to inventory levels based on Amazon sales.
Analytics & Custom Dashboards: The new web platform integrated Omniture and Google Analytics, allowing management to gather deep insights into user behavior. A custom dashboard allowed them to keep track of key metrics in normal operations. On top of that, the new system configured specific reports that were accessible in-app and could be sent via email.
Additional Integrations: Net Solution integrated a number of additional services and platforms into the website, such as Adfero (for news) and Bazaarvoice (for reviews and ratings). These integrations enhanced the functionality of the platform, increasing customer satisfaction and engagement.