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AG, Europe’s largest golf retailer, operates 88 stores across the UK and the Republic of Ireland, with plans for further expansion. Renowned for top-quality service and exceptional after-sales care, AG offers a comprehensive range of golf equipment for golfers of all levels, including irons, drivers, putters, package sets, balls, shoes, clothing, and more.
Their expert teams, many of whom are avid golfers, are available both in-store and online to assist customers with any golfing queries. AG aims to provide unbeatable value, an extensive selection, and exclusive deals, striving to be the first choice for all golfing equipment needs
American Golf embarked on a significant digital transformation initiative aimed at optimizing operational efficiency and ensuring data consistency across its retail operations. The project involved replacing two critical systems: Salesforce and parts of Microsoft Navision, with a modern, headless architecture and microservices-driven solution. This initiative marked a pivotal milestone in American Golf’s journey towards enhanced operational efficiency and streamlined e-commerce operations.
The scope of the project included solution architecture, design, development, minor and major enhancements, and a four-year support and maintenance plan with a dedicated 12-member team. The key objectives of this initiative were:.
Seamless Transmission of Orders: Facilitate the seamless transmission of orders generated within the Order Management System to Navision for further processing and fulfilment.
Synchronization of Master Product Data: Ensure synchronization of master product data stored in Navision with the Order Management System, maintaining up-to-date and consistent product information across both systems
Integration of E-commerce Functionalities: Enhance e-commerce capabilities by integrating functionalities within the auto management system, thereby improving operational efficiency and increasing revenue from e-commerce by a projected 7.5%.
“The launch of the IDC in Chennai marks a pivotal step forward in our collaboration with RheinBrücke. This new centre will enhance our operational efficiency and growth potential and I would like to extend my thanks to everyone involved for their hard work in making this a reality.”
Despite challenges posed by the legacy version of Navision, a comprehensive solution leveraging modern technologies was designed. The key components of the solution included:
Headless Architecture: Implemented a headless architecture to decouple the front-end and back-end systems,enabling flexibility and scalability.
Microservices-Based Solution: Developed a microservices-based architecture using Commerce Connect and Fluent, facilitating smooth communication and data exchange between the auto management system and Navigation
API Integration Bridges: Devised APIs to bridge the technology gap, ensuring seamless integration and enhancing e-commerce capabilities
Optimized Operational Efficiency: The new system optimized operational efficiency by automating order processing and product management,reducing manual intervention and errors
Cost Reduction: By retiring Salesforce and transitioning functionalities from Navision to the new headless architecture-based solution, significant cost savings were achieved.
Future-Ready Infrastructure: The new headless architecture and microservices-based solution provided a robust and scalable infrastructure, ready to support future growth and technological advancements 
Enhanced Data Consistency: The synchronization of master product data ensured consistent and up-to-date information across all systems, improving data accuracy and reliability
Increased E-commerce Revenue: The integration of e-commerce functionalities and the enhanced user experience are projected to increase revenue from e-commerce by 7.5%.
Reliable Support System: The ticketing-based system
and offshore support team ensured consistent, high-quality support for American Golf’s operations, enhancing business continuity an customer satisfaction.
To ensure continuous and reliable support for American Golf’s operations, a robust ticketing-based system was established. This system includes a triage process categorized into L1, L2, and L3 support levels, providing comprehensive offshore support. The support team operates on a UK timeline, delivering 16 hours of coverage daily, 7 days a week, excluding only Boxing Day and Christmas Day. This arrangement guarantees timely resolution of issues and uninterrupted support for business operations.
The successful go-live of the American Golf Retail Agent Auto Management System represents a significant milestone in the digital transformation journey of American Golf. The project not only optimized operational efficiency and ensured data consistency but also laid a strong foundation for future growth and innovation. By leveraging advanced technologies and modern integration methodologies, American Golf is well-positioned to continue providing exceptional service and value to its customers while achieving its strategic objectives. The established support system further reinforces their commitment to operational excellence and customer satisfaction.
