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How Lachute Golf Club Used Technology to Increase Sales

Posted by Ryan Segal on April 20, 2020

Modernizing a Golf Management System 

Lachute Golf Club has been a staple in the town of Lachute, Quebec for nearly 100 years. Boasting 36 holes over two different courses, Lachute offers a challenging but fair round for players of all skill levels. When Benjamin Painchaud stepped into the role of General Manager at Lachute Golf Club in 2017, he knew he wanted to make some changes. Golf had been a part of Benjamin’s life for as long as he could remember, having worked at various prestigious facilities around Quebec and coaching the golf club for one of Canada’s top universities, he had seen first hand what worked and what didn’t at a golf course. He was tired of seeing systems that weren’t user friendly and difficult to use especially when it felt like he had to “code” every function he was trying to perform. 

With Benjamin’s experience using different software at the various facilities he had worked at over the years, he noticed that “95% of golf courses are running on an archaic system” and he needed a breath of fresh air for his facility. That’s when Benjamin came across Chronogolf by Lightspeed a modern, user-friendly software that was built with the user in mind and had a focus on being easy to use and visually appealing. Benjamin knew that it would be a perfect fit for his course and aligned with his vision of implementing modern technology at his facility.

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A “One-Stop-Shop”

For the first two years, Benjamin felt that he was underutilizing his new golf management software due to restrictions of previous ownership. It wasn’t until he started to explore the complete functionality of Chronogolf by Lightspeed that Benjamin realized it was a “one-stop-shop” for all of his needs. Having all of the aspects of his course connected to one central system made managing his facility simpler than ever before. All of his customer data was now being updated instantaneously in their profiles and he could easily see what they were purchasing and where they were purchasing items. He was then able to use this information to cross-reference revenue streams from both his restaurant and golf activities to make his tax filing a simpler task.

Benjamin’s use of ChronoPitch email marketing has also helped his e-commerce website see strong results. Before the season starts he is able to send sales emails to his previous customers informing them of the upcoming season prices and giving them a direct link to the Lachute Golf Club website to make their purchases. The dynamic list feature in ChronoPitch has helped Benjamin target specific customers and ensure that the proper customers are getting the intended message.

Additionally, Benjamin was a big fan of the live chat function. While he is a firm believer that the amount of time you put into learning software has a direct correlation with what you get out of it, he knows that if there is ever anything he needs help with, a support team is just a click away. Over time his questions have evolved from “how do i” questions to “is it possible to” questions. Working in conjunction with the support team, he is able to continually learn new parts of the software that make his daily operations more efficient.

 

Purchase anytime, anywhere

One feature that has been pivotal in the success of Lachute Golf Course has been their online e-commerce store. Benjamin understood that golf is a sport played by people of all ages and he wanted to ensure that his e-commerce store was easy to use and understand. Equipped with this knowledge, he made sure that “it was built for a seven-year-old” so that regardless of a player’s age and whether they were comfortable using technology or not, they would be able to successfully make the purchase that they intended to make. This decreased the need for people to come to the course or call in to make purchases and gave them the autonomy to do it themselves at a time that was convenient for them. Additionally, Benjamin has seen a conversion rate of over 90% for customers who have visited his online store, meaning that it is simple to use and customers are easily finding the items that they came to purchase.

The e-commerce website used by Lachute Golf Club also proved to be a valuable asset during the COVID-19 pandemic. Golf expos were usually a major revenue generator for the course but due to the cancelations caused by COVID-19, customers needed another avenue to make their purchases. That’s where the e-commerce store that Benjamin set up truly prospered. Lachute Golf Club was able to recoup 100% of sales that they would normally make at the expos in previous years. Additionally, even during a time of crisis, the e-commerce store was able to generate enough revenue to pay the grounds crew for upwards of six weeks without even having a single golfer on the course. While COVID-19 is an unexpected event, Benjamin and the team at Lachute Golf Club had the necessary tools in place to be adequately prepared to weather the storm.

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We’ve recommended Chronogolf by Lighspeed to a number of different operators. I feel very good about making that recommendation, you guys have done a great job of following through with everything that I told people you were going to do.

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Walters Golf

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We’ve recommended Chronogolf by Lighspeed to a number of different operators. I feel very good about making that recommendation, you guys have done a great job of following through with everything that I told people you were going to do.

Aaron Gleason,
Walters Golf

Based on more than 100 reviews from operator wordwide.
Read them here.

Get a call.