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americangolf expands online presence across Europe

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americangolf is expanding its online presence across Europe. The company, which has over the last 35 years grown from a small business based on a Lancashire golf course to Europe’s largest golf retailer, has relaunched seven ecommerce and mobile sites in the UK and Europe in recent months and is now planning sites for other countries including Italy.

The retailer, which has 102 shops in the UK and Republic of Ireland, has chosen Demandware Commerce to power the new sites, which include and as well as sites in Germany, Sweden, France and Denmark. The decision is part of a strategic shift away from an on-premise platform to a cloud-based solution.

American golf worked with Demandware LInk solutions partner Be Excellent on the platform migration project, and also integrated third-party technologies available through the Demandware Link Technology Marketplace.

Pat Foley, head of ecommerce at americangolf, said: “We achieved in three months with Demandware what would have taken up to a year and required far more resources with our in-house platform. We launched seven web and mobile sites in a very short period of time and are now able to easily replicate changes across the entire estate, rather than dealing with sites one at a time.

“We’re now on the front foot in every area, from daily management right through to international expansion.”

The new sites boast omnichannel features such as omnichannel gift cards, flexible delivery and in-store collection options.

“Fast time to market is critical for high growth retailers like american golf,” said Jeffrey Barnett, chief operating officer at Demandware.

“Managing the complexity of multiple brands, channels and geographies, along with responding to the accelerating demands of consumers, can be a daunting task for many retailers, especially when they’re weighed down by the limitations of traditional platforms.”

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