Direct Golf UK is to deploy Cybertill’s multi-channel system across its retail operations. Cybertill will oversee management and control of Direct Golf UK’s seventeen stores nationwide, along with its ecommerce and mail order operations.

Direct Golf UK was founded by Class AA PGA Professional John Andrew in 1991 and has grown quickly over its 20-year trading history. John still has hands-on involvement with Direct Golf UK and managing director, Neil Bell, is also a PGA Professional, as are many of the management team. This helps the business retain its passion and focus for the sport and ensures that the business is entirely customer focused.

“Direct Golf UK needed a true multi-channel solution to help manage all sales channels”, Neil comments. “The appeal of Cybertill is that it is web based, so everything is real time. We have a 75,000 square foot distribution centre, 17 retail stores as well as the ecommerce site and mail order business. Cybertill will help all sales teams to access live stock levels across the estate meaning that no sales opportunity is missed and that customers always get the products they need,” he continues.“Another advantage of installing a web based system is that we can quickly deploy it across all stores and can keep the current EPoS hardware, which minimises in-store disruption.”

Ian Tomlinson, Chief Executive of Cybertill, adds: “Direct Golf UK is a multi-channel success story for retail. When many high street retailers appear to be struggling, Direct Golf UK has successfully grown their business across all sales channels. This has been achieved by offering a combination of world class customer service, expert professional advice, competitive pricing and large stock holdings. The company now employs over 45 PGA qualified Professionals across all channels to ensure customers receive the very best advice and product at the right price. I am pleased that they have chosen to work with Cybertill, as it is a proven golf and sports retail system. And as Cybertill is cloud-based, they will have access to real time sales and stock figures helping to further consolidate the service they offer throughout the business. Cybertill also has a robust CRM system built-in, where all customer records are also in real time; which will aid the continuity of service across all sales channels, helping Direct Golf UK to maintain its high standards”.

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