Topgolf Callaway tees up digital transformation for global expansion

Callaway
inherited
a
lot
of
legacy
systems
as
a
result
of
the
acquisitions,
and
its
current
digital
transformation
journey
has
been
driven
by
a
need
to
migrate
those
disparate
legacy
systems
to
a
single
system.
Casanova
notes
that
not
only
does
the
company
want
to
unify
the
data
across
its
various
brands,
his
team
of
eight
doesn’t
have
the
various
skillsets
needed
to
maintain
all
those
legacy
systems.

In
2016,
84%
of
Callaway’s
revenue
mix
was
in
golf
equipment.
By
2021,
the
mix
had
shifted
to
38%
in
golf
equipment,
38%
from
Topgolf,
and
24%
in
apparel,
gear,
and
other
lines
of
business.
By
fiscal
2025,
Callaway
projects
Topgolf
will
account
for
46%
of
its
revenue
mix,
with
golf
equipment
at
27%
and
apparel,
gear,
and
other
lines
of
business
providing
27%
as
well.

That
ongoing
shift
is
making
direct
customer
engagement
increasingly
important,
which
means
the
company
must
leverage
its
organizational
data
to
deliver
intelligent,
personalized
customer
experiences
to
remain
competitive.
To
do
that,
Callaway
is
working
closely
with
partners
GK
Software,
a
specialist
in
cloud
services
for
retail,
and
SAP.

The
current
push
started
with
a
project
to
streamline
point-of-sale
(POS)
processes
for
Callaway’s
TravisMathew
brand.
It
deployed
the
SAP
Omnichannel
Point-of-Sale
application
by
GK,
automating
workflows
and
helping
make
finance
and
store
staff
more
efficient
by
providing
them
with
a
unified,
integrated
solution.

“Now
you
start
gathering
all
this
information
from
a
customer
perspective,”
Casanova
says.
“Replatforming,
data
mining,
building
our
data
lakes
to
just
clean
the
data,
because
back
in
those
days
it
was
so
many
systems,
the
data
was
not
consistent.
Now
we’re
having
one
single
point
of
entry.
We
migrated
200,000
retail
customers
from
TravisMathew
to
us.”

Those
customers,
Casanova
explains,
were
in
a
kind
of
“sleep”
stage
—
in
the
database
but
not
active.
When
Callaway
launched
the
new
PoS
application,
it
also
launched
a
new
contact
form
that
would
allow
it
to
relate
new
purchases
to
existing
customers
to
generate
a
customer
history,
with
extra
loyalty
points
as
an
enticement.

About Author

AndyC

Andy Curtis is an award-winning security consultant, researcher and public speaker. He has been working in the computer security industry since the early 1990s, having been employed by state and federal government, leading healthcare and banking providers across three continents. He has given talks about computer security for some of the world’s largest companies, worked with law enforcement agencies on investigations into hacking groups, and is a regular voice on TV and radio explaining IT security threats.

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