American Golf

Excellent golf equipment

American Golf starts new e-commerce platform

The new online shops for American Golf UK and Germany went live on the Salesforce Commerce Cloud platform in March 2013 – from decision to go-live in only 7 months. Since the relaunch, American Golf has increased the average order size by 16%. The mobile shop version allows customers to research products and order directly by smartphone at any time – in any place. Currently 45% of American Golf visitors access the shop on their mobile devices.



Go-live (months)


3rd-party supplier


Features for success

Our BE EXCELLENT (part of Dept) e-commerce specialists have not only built the very complex technical infrastructure of American Golf’s multi-channel architecture, but also integrated a broad variety of functionalities and third-party providers:

  • Payment via credit card, PayPal and other local payment methods, e.g. Sofortüberweisung and GiroPay in Germany or iDeal in the Netherlands
  • Integration of an anti-fraud-platform
  • Product reviews and recommendations
  • Integration of a personalisation engine
  • Integration of loyalty points program
  • Integration of gift vouchers
  • Several affiliates, e.g. price comparison portals
  • Integration of clubs
  • Offline purchase history
  • TeeOffTimes booking


“We can now expand our online business with confidence that we can support a growing customer base, and adopt innovative new features easily to keep one step ahead of the competition.”

Pat Foley
Head of e-commerce, AMERICAN GOLF