Golfsmith Multi-Channel Shoppers Outspend Single-Channel Four to One

Multi-channel Golfsmith customers outspend their single-channel counterparts by a factor of four, according to analysis conducted by the retailer. "If you were a two-channel customer, which could be our catalog, 1-800 number or a Web customer, you will spend four times" what a one-channel customer spends, said Golfsmith CEO Martin Hanaka during a recent conference call discussing the retailer's Q3 financial results. "If you are shopping us across all the channels you are probably at least 10 times lifetime value to us, so we are trying to cultivate that in every way possible. "We have kiosks in our store,