This is golf's version of "omnichannel". In fact, "omnichannel" is code for "appealing to all generations". That's the truth, isn't it? Omnichannel is not all about introducing 57 channels to a customer. It's about appealing to customers who span 57 years of age difference.
Most specifically, omnichannel is a response to a retail environment that has been controlled by the Baby Boomer generation for the past twenty-five to thirty years. All of a sudden, those Millenials are out and about, using mobile devices, choosing to not shop at Coldwater Creek or Brookstone or Borders. Maybe, if we make it easier to shop (like a fifteen inch hole in golf), young Jasmine (or Jadyn) will like Sears.
We're just trying to stop this from happening (see below):
We're really asking a unique proposition here, aren't we? A generation of customers who hastened the demise of Montgomery Wards, Gimbels and Mervyns are asking a new generation to give Sears, Ann Taylor, and Macy's a try.
Will it work? Who knows?! If there's one thing we do know, it is that you have to have an in-store experience that resonates with Jasmine and Jadyn. We have to learn how to entertain the customer - because the lowest price is always two seconds away on a mobile device.
