Edwin Watt’s Golf Teams Up with Customer Insight Group for LoyalTee Rewards

Edwin Watts Golf, the largest privately held multi-channel golf retailer in the world tees up a new loyalty program, LoyalTee Rewards. Founded thirty-nine years ago, by Edwin and Ronnie Watts, the company's heritage provides the foundation for LoyalTee Rewards: a love of golf, quality you can trust, a spirit of innovation, and a passion to serve the customer.

"We selected Customer Insight Group because of their extensive experience in developing loyalty programs that are compelling, engage the customer and foster profitable customer relationships," notes Lincoln Cox, Vice President Marketing at Edwin Watts Golf.

"Our marketing used to follow a traditional catalog circulation approach," explains Cox. "Now it's about creating an environment where we make decisions based on the customer's total purchase behavior and experience. When we focus on customer value and total customer relationship, we know how to spend our marketing dollars to drive profit per customer."

LoyalTee Rewards focuses on the integration of customer databases across all channels and recognition of avid, loyal customers regardless of where, what or when they buy. Members of LoyalTee Rewards receive a tangible ten-dollar rewards certificate for every two hundred and fifty points earned. In addition, soft-benefits and non-tangible rewards are included to foster an emotional connection and to build on Edwin Watts Golf's promise of golf experts delivering exceptional customer service. For example, the program benefits include Players Pro Personal Shopper, guaranteed price protection, equipment locator service, Equipment Insider, buyer's guide, birthday savings and special member-only discounts.

Edwin Watts Golf is consistently ranked in the Top-50 in sales nationally among all sporting good retailers. "We are confident that LoyalTee Rewards will be a key differentiator that will build on success and drive sales, customer loyalty and profits," says Sallie Burnett, president of Customer Insight Group, Inc.