The Ben Hogan Golf Equipment Company had another spectacular year in 2020, realizing a year-over-year sales increase in excess of 50%. This marks the second year in a row that the Company has achieved this level of growth, which was due in no small part to their innovative Direct-To-Consumer business model. The Company adapted its business strategy pivoting away from the old-fashioned brick and mortar distribution model in late 2017 as a means of providing ultra-premium, forged golf equipment to serious golfers directly without retail mark-up and other unnecessary costs factored into their prices.
“We knew that selling direct was the way to go for us a few years ago. Not only is it more efficient and effective for us, but it allows us to have a one-on-one relationship with the end-user. As a result, golfers get hand-crafted, custom-built golf clubs for much less than they would pay at golf or sporting goods stores,” said Scott White, President and CEO of the Ben Hogan Golf Equipment Company. “Ecommerce is here to stay; we see nothing but upside for our business model in the future … especially as the global pandemic drags on and golfers remain cautious about visiting retail locations.”
In an effort to continue their momentum into 2021 and beyond, the Ben Hogan Golf Equipment Company will introduce two (2) new programs to further simplify the online buying experience at BenHoganGolf.com.
First, the Company will launch an updated and enhanced version of their HoganFit™ online fitting tool. HoganFit helps golfers of all ability levels – especially those who are less familiar with the Ben Hogan product line – find the equipment best suited for their games. “Obviously, we sell our golf clubs to many highly accomplished and competitive players,” continued White. “The Hogan history and heritage is alive and well with discerning golfers who know and appreciate the quality and performance of Ben Hogan clubs. However, we also sell to more and more aspirational and younger players who aren’t quite as familiar with the Ben Hogan name and product line. HoganFit is simple and fun, yet highly informative.”
HoganFit is powered by Octane AI, one of the leading technology service providers for Ecommerce-focused companies in the world. By answering less than fifteen questions about themselves and their current and desired style of play, HoganFit will provide individual and specific recommendations on iron models, wedge and driver lofts, and other club specifications. The recommendation can be printed directly from BenHoganGolf.com and will be emailed directly to the user. The user will also be able to purchase the recommended product directly from the websites upon completion of the HoganFit experience.
Secondly, the Company has revamped its Demo Program. The Ben Hogan Golf Demo Program is one of the Company’s most effective marketing tools, with over 70% of those who participate becoming customers. “Our Demo Program is a great way for golfers to try our clubs before they buy. Golfers can evaluate our equipment over a two-week period … at their home course or range … without the pressure to buy from a sales associate or company-paid fitter, said White.
In 2021, the Company plans to dramatically increase the number of available Demo clubs in an effort to minimize or altogether eliminate wait times for certain products. Additionally, the Company will implement a ‘waiting list’ for Demo products that might be temporarily out-of-stock, especially during peak season.
Further, the Demo Program will allow golfers to select up to three (3) clubs to try … one each from five (5) different product ‘categories’ including drivers, fairway woods, long-iron alternatives (e.g. hybrids and/or utility irons), irons, and wedges … for $20.00 in the United States. The Company plans to roll-out the enhanced Demo Program in Canada and throughout the UK and Europe in the upcoming months.
HoganFit will be available at www.BenHoganGolf.com immediately to further enhance the Company’s innovative Direct-To-Consumer business model, which allows the Company to minimize costs and overhead, while completely eliminating retail mark-up. As a result, Ben Hogan sells some of the most beautiful and best-performing golf equipment in the world at significantly lower prices than comparable high-performance clubs in the retail marketplace. Additionally, each Ben Hogan golf club is built by hand, to individual customer specifications at their factory in Fort Worth, Texas. The Company does not ‘stock’ any golf clubs.
The Ben Hogan Golf Equipment Company offers a number of consumer-centric programs, including free domestic shipping on orders over $750.00, flat-rate international shipping and a low or no-cost financing program. And, recognizing that many golfers want to personally experience equipment before they purchase, the Company offers a simple, risk-free Demo program, as well as a Trade-UP program where golfers can offset the cost of their purchase by selling used equipment back to the Ben Hogan Golf Equipment Company. Keep up-to-date with all of the latest Ben Hogan Golf news on social media: Twitter @BenHoganGolf, Facebook @BenHoganGolfEquipmentCompany andInstagram @BenHoganGolf.se
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