Custom eCommerce Development for American Golf Retail

What We Did

Developed a custom CMS with role-based access
Integrated real-time inventory tracking with ERP
Implemented Mercado AI (now Adobe Search & Promote) to display relevant products based on user behavior
Enabled Collect@Store for seamless in-store pickups
Developed multi-currency support for international expansion
Optimized checkout & cart experiences with an A/B testing framework for CRO improvements

Outcomes

35%

Increase in conversion rates due to optimized UX and A/B testing

20%

Growth in overall website traffic surged after CRO enhancements

18%

Reduction in cart abandonment rate with checkout optimizations

50%

Reduction in order processing time with automated fulfillment

2x

Faster and more accurate reporting through real-time analytics

27%

Increase in average order value (AOV) due to personalized recommendations

Overview

American Golf, the UK’s largest golf equipment retailer, has been a leader in retail golf sales for nearly 50 years, blending brick-and-mortar success with eCommerce growth. However, their legacy platform struggled to keep up with modern eCommerce demands, making it difficult to support personalization, store-level event management, and advanced discounting strategies.

To modernize their operations, American Golf partnered with Net Solutions to develop a feature-rich, scalable CMS, which they integrated with their ERP, CRM, and AI-driven personalization tools for real-time synchronization, reducing stock inconsistencies and fulfillment errors.

The transformation led to a significant boost in conversion rates. Also, the order processing time was reduced by half and cart abandonment rates were dropped by 1/5th. Additionally, the loyalty program expansion, international currency support, and marketplace integrations positioned American Golf for sustained digital growth.

3 Key Takeaways

01. Digital Transformation Requires a Unified Omnichannel Strategy

02. Data-Driven Decision-Making Boosts Revenue and Customer Engagement

03. Scalability is the Foundation for Long-Term Success

01. Digital Transformation Requires a Unified Omnichannel Strategy

American Golf’s success wasn’t just about building an eCommerce store; it was about creating a seamless experience across physical and digital retail. By developing an integrated system that linked in-store and online operations, Net Solutions allowed customers to browse online, purchase through Click & Collect, and access real-time stock updates. This omnichannel strategy not only improved the shopping experience but also boosted operational efficiency, setting American Golf apart from competitors.

02. Data-Driven Decision-Making Boosts Revenue and Customer Engagement

A key challenge for American Golf was understanding customer behavior and optimizing conversions. Net Solutions implemented real-time analytics dashboards that provided actionable insights, allowing the American Golf team to make data-driven decisions. AI-powered product recommendations significantly increased the average order value, while A/B testing and checkout optimizations reduced cart abandonment by 18%. This strategic use of data ensured continuous improvement and long-term growth.

03. Scalability is the Foundation for Long-Term Success

A future-proof eCommerce platform can evolve with the business. Net Solutions built a modular, flexible architecture that allows American Golf to seamlessly integrate new features, expand to international markets, and sync with third-party marketplaces like Amazon. By supporting multiple currencies, scalable cloud infrastructure, and automated workflows, American Golf is now positioned to adapt to future growth opportunities without major redevelopment.

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