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Online Commerce for Golf Clubs

Online Commerce for Golf Clubs. Jamie Abbott Managing Director. Agenda. What is eCommerce? Use cases in Golf Legal framework Payment Gateways Importance of Mobile Practicalities. What is eCommerce?. Anything involving buying or selling on the internet B2B, B2C, C2C. 2000. 1995. 1990.

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Online Commerce for Golf Clubs

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  1. Online Commerce for Golf Clubs • Jamie Abbott • Managing Director

  2. Agenda • What is eCommerce? • Use cases in Golf • Legal framework • Payment Gateways • Importance of Mobile • Practicalities

  3. What is eCommerce? • Anything involving buying or selling on the internet • B2B, B2C, C2C

  4. 2000 1995 1990 History of eCommerce 1972

  5. 2016 2010 £225bn £121bn Information Revolution 2010

  6. Relevance to Golf Clubs • You are a business! • Applies to Members & Visitors alike • Ask the audience…

  7. Use Cases • Tee Time Booking • Membership Payment • Society Deposits • Competition Entry Fees • Account Top Ups • Retail

  8. Tee Time Booking • Direct sales • Intelligentgolf • BRS • ESP • Third Party Channels • TeeOffTimes • Online Tee Times (barter) • Golf Now (barter)

  9. Tee Times Considerations • Convenience • Continuous • Reduced administration • Guaranteed income • Demand-led pricing • Move from traditional turn up and play • Flexible membership top ups • Vetting of visitors • Up sell potential

  10. Membership Payments • Convenience for member • Reduces administration • Transaction costs • No easy way to enforce debit cards • Automatic surcharges possible

  11. Society Deposits • Reduces administration • Faster confirmation of bookings • Avoidance of paper based credit card details

  12. Competition Entry Fees • Open competition signup • Huge reduction in administration • Cheques and postage cost reduced as well as uncertainty • Members can pay directly from their account • Saves chasing for knockout and team competitions • Slowly, slowly approach

  13. Account Top Ups • Greater convenience to members • Transparency of bar statements • Encourages secondary spend. • Low balance reminders • Social event payment

  14. Retail • Domain of the pro shop largely • Adaptation to compete with internet pricing • Memorabilia • Adhoc or store based

  15. Legal implications • Sale of goods act • Consumer Protection (Distance Selling) Regulations • Data Protection Law • Privacy and Electronic Communications Regulations • PCI DSS

  16. PCI-DSS

  17. Components Shopper Website/Platform Payment Gateway Merchant Account

  18. Payment Gateways

  19. Gateways Compared

  20. Merchants

  21. Mobile • Growth in mobile ecommerce • Mobile friendly booking increasingly important • 50% smartphone users • 1.4 billion smartphones

  22. Device Landscape

  23. What is Responsive? • Intelligentgolf page layout that adapts to the device being used • Single set of content - no duplication • Works on touchscreen devices • Saves scrolling and zooming

  24. Analytics • Google Analytics provides amazing depth of analysis • Specific eCommerce Goals • Mobile conversion analysis

  25. Conversion Rates

  26. Practicalities • Refunds • Tee Times • Open Competitions • Auditing • Multiple Reports • Batch transactions • Availability and Response Time • Consistent Branding

  27. Summary • Natural progression for clubs • Software packages are available • Growth of mobile traffic means that optimisation is key to conversions • Step change from cheques and paper

  28. Questions?

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