Know your customer: Why segmentation matters more than ever in golf retail

08/07/2025

In today’s golf retail landscape, personalisation is no longer a nice-to-have, it’s essential. With so many customer types, from seasoned members to first-time visitors, understanding who you're selling to and how they shop is key. That’s where data segmentation comes in.

Chris Knight from The Revenue Club breaks down how golf retailers can use segmentation and CRM systems to improve customer engagement, increase revenue, and stay competitive.

What is data segmentation in golf retail?

Data segmentation means breaking down your customer base into distinct groups based on behaviour, preferences, and demographics. In golf retail, this can help you deliver better service and more relevant offers. A scratch golfer, for example, has very different needs than someone new to the game. Segmenting helps you tailor your marketing, drive loyalty, optimise stock, and improve promotions.

While independent retailers may not have access to the same tech as industry giants like IKEA, which use AI and in-store tracking to understand customer habits, there are still valuable lessons to apply.

Useful ways to segment your customer data

Golf retailers often work with multiple systems; member databases, EPOS, online orders, therefore segmentation takes planning. Start by identifying which data matters most and where it lives.

Key segmentation categories:

Purchase Behaviour: Frequency, recency, spend amount, and product type.

Playing Profile: Handicap, membership status, lessons or fittings taken.

Demographics: Age, gender, and location.

Psychographics: Motivations (e.g., social vs. competitive), lifestyle interests.

Engagement: Email open/click rates, event attendance, loyalty programme status.

How CRMs help retailers track and respond to customers

As more shopping moves online, understanding how golfers engage digitally is critical — especially for smaller retailers competing with major e-commerce platforms. CRM systems can track behaviour in real time, automate follow-ups, and personalise communications, ensuring customers get relevant, timely information. This is essential in a market where not all retailers are operating on equal digital footing.

Common CRM mistakes to avoid

Even the best CRM system is only as effective as the data inside it. Common pitfalls include:

Poor Data Hygiene: Duplicate entries and outdated info make your CRM unreliable.

Lack of Team Buy-In: Without proper training, data entry becomes inconsistent.

Incomplete Usage: Not setting up automations or integrations (like POS links) limits value.

Over-communication: Spamming customers with generic messages can reduce trust.

Maintaining good data

Data quality depends on how you collect and update it. If your systems sync in real time, monitor them for errors. If you upload data manually, set a regular update schedule.

Demographics tell you who your customers are (age, gender, location). Psychographics reveal why they buy (motivations, values, lifestyle). Both matter. Knowing a customer is a 40-year-old male nearby is helpful — but knowing he’s a competitive Titleist loyalist helps you market and sell far more effectively.

Example of a smart segmentation campaign

One retailer noticed customers who bought drivers in spring hadn’t bought accessories recently. And then a smart workflow sent them a “Keep your game sharp” campaign offering 15% off balls and gloves. The result? Higher open rates and better conversion than a generic blast — because the message felt timely and relevant.

The truth about automation

Automation isn’t “set it and forget it.” Good automation needs regular checks. Segments evolve, product lines change, and customer needs shift. Regularly review workflows, test new approaches, and adjust based on what’s working.

Balancing personalisation with data privacy

Respecting customer privacy is non-negotiable. Follow these best practices:

Be Transparent: Clear opt-ins build trust.

Give Control: Let users manage their preferences.

Use Data Responsibly: Only personalise using data you’ve earned permission to use.

Stay Compliant: Track consent, offer unsubscribe options, and monitor regulations.

What to look for in a CRM for golf retail

A CRM is only part of the puzzle. You also need to think about your entire tech stack — booking systems, competition software, membership platforms, websites, apps. They all need to work together. Start by mapping your data flows and choosing systems with open APIs for easier integration. With today’s AI tools, many of these connections no longer require coding expertise.

Final thought

Smart segmentation and CRM usage give golf retailers a competitive edge — helping them speak to the right customers, in the right way, at the right time. The key is thoughtful implementation, clean data, and ongoing optimisation. Not to mention a tech stack that works seamlessly together — golf isn’t just competing with itself; it’s competing for the consumer’s leisure time and spend.