“PING customers are loyal, how do we enhance their experience online?”
PING is an international golf club manufacturer with a stellar reputation for building custom-fit golf clubs to help players play their best and enjoy the game of golf. Although PING consumers are extremely loyal, research regarding the website indicated they wanted to be more involved with the brand – learn more about the fitting process, pros, and equipment.
To enhance the consumer experience online, an animated self-guided fitting program was created. Players learn about the variables of the fitting process and are able to receive an online fitting as the first step in PING’s fitting process. The site also introduced the PING Locker Room to provide customers with a place to record stats, track equipment, learn about PING pros, get advice from PING fitters and schedule rounds with friends. In turn, PING engages this loyal audience by letting them be one of the first groups to learn about new products and happenings.