Total Retail Talks
Total Retail Talks is for retail executives who crave the knowledge and insights needed to stay successful in today's fast-paced industry. Through engaging talks and focused interviews, listeners take away useful information and practical advice from a full roster of retail experts, influencers and leaders.

This episode was recorded in March 2020. View the interactive augmented reality tool for Callaway Woods here and Irons here.

In episode 262 of Total Retail Talks, Editor-in-Chief Joe Keenan interviews Pete Avery, director of retail marketing at Callaway Golf, a leading seller of golf products, including clubs and equipment. Listen in as Avery discusses why Callaway decided to invest in augmented reality (AR) technology, how the company is using AR to improve the in-store shopping experience, and how it's allowing customers to see Callaway's golf clubs from the inside out.

Avery shares why Callaway's customers find this AR tool to be so useful, offers an example of how the technology can be used in its retail partners' stores, and details how users can easily interact with the AR-driven content on their mobile phones. Furthermore, he discusses how AR is acting as quasi-sales associates inside Callaway's retail partner stores, how the golf brand is measuring the impact of AR on consumer purchase decisions, and the retailer's partnership with experiential technology company Groove Jones to create the AR tool. Lastly, Avery shares his advice for other retailers looking to adopt similar technology to enhance the customer experience.

As director of retail marketing, Pete Avery is responsible for the Callaway brand presentation at retail and driving innovative marketing programs with its retail partners. He has been with the company for more than 10 years, but has over 20 years of experience in marketing. Pete previously worked in the agency world serving as account supervisor at Deutsch, Campbell-Ewald, and McCann Erickson.

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