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.