Although it just started shipping its udesign custom RAZR Fit drivers, Callaway Golf Company is starting to see the fruits of its labors.
“The amount of traffic we have seen to the web site has been tremendous,” Jason Finley, Callaway’s director of marketing for metal woods and irons old me. “We had some of the highest traffic to our web site in general in the past month as a result of this program. The number of people playing around with it has been great. We’re starting to learn more about the consumers who are buying these products.”
The program features an online interface whereby golfers can visit www.callawaygolf.com/udesign to select their own color choices on RAZR Fit’s club head and grip, as well as a shaft model and other custom configurations. Udesign by Callaway presents the consumer the opportunity to design one of more than 70,000 versions of the RAZR Fit Driver.
“We believe it’s something golfers certainly are interested in,” Finley said. “There has been a lot of customization of golf equipment – from length, loft and lie and shaft – so this level of personalization is really the next example of that.”