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American Golf

 
Since 1992 Clipper has been working in partnership with many leading retailers in the UK. During this time Clipper has supported many of its clients in the development and growth of their e-commerce offerings. In the summer of 2012, Clipper was awarded the contract to fulfil all internet sales for american golf and its online brands across the UK and Europe.

The Customer

Founded in 1980, american golf has grown steadily and is the largest golf retail company in Europe with over 90 stores in UK and Eire. american golf purchased Onlinegolf.co.uk in 2010 and with over 900,000 clubcard members the combined group commands a prominent position in the multichannel retail arena. american golf was purchased by Sun Capital European during 2011 and has begun an accelerated growth programme. A planned step increase in internet based sales in the coming years begins with the launch of a new web sales platform in Q1 2013 and EU territory specific e-commerce channels being rolled out.

The Challenge

american golf were aware that their existing facility was no longer capable of servicing their forward plans and with this in mind the challenge was to design a facility that was configured for growth and was supported by robust operating procedures to ensure support for their pan- European sales requirements and the exacting service levels expected by their customers. american golf undertook an extensive request for proposal, inviting several third party logistics companies to submit proposals based on current throughput and future growth.

american golf approached Clipper in early 2012 to manage their e-commerce fulfilment solution, with cutover from their existing in-house facility planned for a ‘go-live’ date over the weekend of 13th / 14th October 2012. The ‘go-live’ included a seamless transfer with the goods first despatched on Monday 15th October.

The Solution

Based on its ethos of “agility matched by ability”, Clipper worked closely with american golf to understand their exact requirements. Clipper appointed David Frost, Head of Business Implementation, and Eric Mullen, Site Manager, to work alongside american golf colleagues Neil Mahon, Head of Distribution, and Mark Schofield, Head of Merchandising, to plan and facilitate the cutover programme.

Early discussions quickly identified the critical business steps and both parties worked closely together during the discovery phase to devise a project schedule that ensured a structured transfer could be achieved. Clipper proposed to re-locate the operation from Harlow to its Worsley multi-user facility where their in-depth expertise in MS Navision offered major benefits to american golf.

The resulting sensitive issues around the management of people were proactively supported by Ted Johnson, Clipper’s HR Director, thereby ensuring each individual was treated honestly and professionally.

The Result

The ‘go-live’ launch was a great success with all stock transferred and available for sale before the deadlines. Sales orders during this period were monitored carefully to ensure service levels were achieved and the customer experience was consistent.

In order to support american golf in Worsley, Clipper has employed a dedicated team within the shared-user facility thereby allowing the customer to benefit for an immediate adoption of the ‘Clipper Way’. Working to standard operating procedures determined during the discovery phase, the dedicated team is able to fulfil items receipt, putaway, picking, despatch and customer returns by flexing staff between sections throughout the day.

From ‘go-live’ Clipper has produced daily and weekly performance statistics in all areas to ensure management focus has been on continuous improvement from the start.

With a stable fulfilment operation run by Clipper, american golf is now well placed to implement the next stage of the project with the replacement of their web sales platform. With extensive experience of MS Navision and their chosen web platform, Clipper is well placed to support american golf through their growth programme.

Client Testimonial

“Clipper are renowned throughout the logistics industry as a professional and flexible business and have truly demonstrated these qualities throughout the migration process. american golf and Onlinegolf.co.uk have major growth plans to 2015 and beyond and are delighted to have chosen Clipper as our group e-commerce partner.”
Neil Mahon, Head of Distribution, american golf

Clipper Testimonial

“Clipper is very pleased to have secured such a significant contract and to have assisted the customer in its stated aims to stabilise their e-commerce offering in preparation for change and growth during 2013 and the coming years. We look forward to building our relationship with american golf going forward.”
David Frost, Head of Business Implementation, Clipper

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