Shop with Golf
Role:
Strategist
Marketing Support
Date:
April 2019
Objective
Bring NBCU’s first ever e-commerce platform connected to IP to advertisers.
Strategy
In order to capture Golf’s loyal following and bring them to purchase, create an innovative experience that combines curated premium content with a curated assortment of brands and products that speak to the 360 lifestyle. Engage with the Golf Channel’s built-in audience, who lives and breathes the sport we are selling, and aspires to achieve the lifestyle. Strategically utilize brand partnerships and editorial content to engage new audiences to expand equity and create a need within the market. We are enhancing an established culture by providing curated merchandise and supplementing that with content people care about.
Successes
Shop With Golf was a first-of-its-kind content driven e-commerce marketplace with Golf Channel that launched with positive reviews in 2019. With successful brand partners like William Murray Golf, J Lindenberg, and Rhone attached, the experience tapped into an alternate revenue stream leveraging what NBCU is good at, making content. Unfortunately, Shop with Golf was before it’s time, ending just over a year later. Since launch, NBCU has invested heavily in the commerce space, now equipped with a devoted division to building, selling, and expanding our capabilities. In 2023, NBCU announced its e-commerce technology would power Peacock.
Website Visuals
TJ Hartnett 