Maximising mobile sales on Magento, for one of golf's most prestigious brands.
Gleneagles Hotel Spa & Golf resort, The Home of Golf, was born in 1924 and has become one of the most prestigious golfing arenas in the world. A year prior to hosting the 2014 Ryder Cup, Gleneagles commissioned By Association Only to re-imagine their online golf store. With a strong brand affinity already in place together with a growing number of mobile visitors, the challenge was to maximise sales leading up to and throughout the Ryder Cup event.
Consulting on a clear marketing strategy, we broke the project down in 3 phases:
- Pre Event - Email campaigns and promotion prior to the event
- During Event - Offline & on location advertising during the 4 day Ryder Cup tournament
- Post Event - Capitalise on new customers with follow up offers and discounts to generate repeat orders
A luxurious feel for a prestigious brand
The Gleneagles brand has been built from a reputation of golfing history, elegance and 5 star luxury. Boasting 3 different restaurants and its very own shopping quarter, attracting clientele from all over the world, our goal was to translate that opulence into a cohesive digital shopping experience. The visual design sleek and minimal allowing the bold campaign imagery and bespoke merchandise to sell itself.
Enterprise level e-Commerce on a global scale
With the Ryder Cup being the 3rd most popular sporting event in the world, the global appeal is huge - so not only did the ecommerce platform had to be the best fit for the client but it was critical that it remained performant during fluctuating volumes of traffic during the event facilitating international customers. Magento was recommended as the most suitable platform, combined with robust and secure dedicated server infrastructure, continuous server monitoring and hourly backups; BAO & Gleneagles delivered 100% uptime for tens-of-thousands of visits throughout the tournament.
Empowering conversion through any device
With a mobile-first approach, we set out to create a responsive ecommerce store that was not only intuitive and engaging enough for new consumers but still felt familiar for those returning customers already loyal to the brand. With an established volume of mobile visitors already in place and a sharp influx of mobile visitors expected during the Ryder Cup event, our challenge was to build a high performant ecommerce store equipped to reliably sustain high volumes of traffic and optimised for a fast and secure checkout.
Over the course of the 4 day event, Gleneagles' golf store saw a sharp increase in sales and newsletter sign ups and with clear marketing strategies in place still remains performant years after the momentous event.