As the golf industry, as indeed the rest of the global economy, moves towards enhancing its online presence, so too is the nation’s biggest golf retail chain, MST Golf.
Elaborating on their expanding e-commerce portfolio, the company’s chief executive Ng Yap told TeeUp this week that was part of their long-terms plan even before the movement control order was enforced by the government as a measure to alienate Covid-19 that has led to a pandemic.
“During the current conditional movement control order and the period before that, we have been kept connected and actively engaged with our customers and general golfers on social media as well as via sms and emails to our 90,000 ilovegolf members, ” explained Ng.
“In addition to sharing information on the latest products, interesting golf news and videos, we have some of our brand ambassadors, including Stewart Ginn, Safee Sali (yes, the footballer), Michelle Low and Sergio Dias, answering questions posted to them by golfers online.
“We also run contests and post trivia questions that are rewarded with prizes. We are encouraged by the response and participation of the golfers.”
Ng added that the pandemic had “pushed and expedited” their overall e-commerce business as MST Golf online sales grew about 200% in the last couple of weeks. MST Golf has its own in-house professional photo studio to shoot and produce almost all products images featured in their online store. It also has its own team of copy writers to write and provide in-depth product information and create relevant contents for the golf consumers.
“We will be launching our new Golf Specialist Online Store in the coming weeks to replace our current online store which is more of a market-place. Our new online store will be an extension of our bricks and mortar stores in which the online store will feature identical nationwide promotions.
“It will also feature the ordering of custom-fitted clubs online, as well as having a dedicated golf consultant online to chat with customers who seek advice on products and make decisions to purchase.”
“The new online store will allow for convenient shopping at home or for pick-up at one of our stores. There are more golf specific contents and features including those tied in with our physical stores nationwide to make golf shopping online with us much easier a more seamless experience.
“Our closeout and clearance products will only be available online to make it our largest store in terms of products availability. Thus, we foresee that it will be our biggest store in terms of sales revenue as well.”
“We are investing in our new online golf specialist store and will continue to invest and leverage on the technology to maximize our efficiency and business potential. We are counting the days to the launch of our new online store that will further elevate our service standards to the golfing community, ” said Ng.
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