Drummond Golf creates a faster checkout experience for members
Drummond Golf has served Australian golfers for more than 50 years and operates over 50 stores nationwide, making it one of the country’s largest and most established specialist golf retailers. Litecard helps this network identify members faster and attach more in-store purchases to customer profiles during peak trading periods.
Drummond Club is Drummond Golf’s lifetime membership program, giving customers access to member pricing, loyalty vouchers, exclusive offers, VIP shopping events, golf days and partner benefits.
With a large member base and busy stores, particularly during peak promotional periods, Drummond Golf needed a faster and more reliable way for customers to identify themselves at checkout.
Litecard brought the Drummond Club membership card into Apple Wallet and Google Wallet, making it easier for customers to access their membership and tag purchases to their account.
The challenge
Drummond Golf used to send and mail out physical cards multiple times a year. Stores can also experience long checkout lines during peak periods, including major sales, Christmas trading and high-demand product launches.
The existing membership identification process could add friction at the register. Customers might not have their physical Drummond Club card with them, and staff could be required to manually search for a member using their name, email address or phone number.
In some cases, customers completed their purchases without identifying themselves at all.
This meant transactions were not always connected to the correct member profile. Customers could miss loyalty benefits, while Drummond Golf lost valuable visibility over repeat purchasing and member behaviour.
The objective was to reduce the time required to identify a customer without adding more complexity for store teams – as well as the dependency on replacing and distributing physical cards for subscribers/members.
The Litecard solution
Litecard gave Drummond Club members a digital membership card stored in Apple Wallet or Google Wallet.
Instead of searching for an account or relying on a physical card, the customer can open the pass on their phone and present it at checkout. Store staff scan the digital membership card to identify the customer within the LS Retail environment and connect the transaction to their account.
The card is available from a device most customers already have in their hand, helping make member identification a natural part of the checkout process.
Shopify supports Drummond Golf’s ecommerce journey, while HubSpot can deliver personalised wallet links and manage related member communications.
Technology stack
- Shopify
- HubSpot
- LS Retail POS
- Apple Wallet and Google Wallet
- Litecard digital membership infrastructure
What Drummond Golf has done well
Drummond Golf has built a straightforward lifetime membership proposition with a one-off joining fee and benefits that extend beyond individual purchases.
Drummond Club includes member pricing, loyalty vouchers, monthly specials, golf events and offers from golf courses, driving ranges and other industry partners. This gives customers an ongoing reason to identify themselves whenever they shop.
Moving the membership card into the mobile wallet supports that proposition by making the program easier to use during real store interactions, rather than leaving it dependent on a physical card or manual account lookup.
Why mobile wallet membership matters in golf retail
Golf retail often involves high-consideration purchases and significant seasonal demand. During peak periods, even small delays at checkout can create longer queues and place additional pressure on store teams.
A mobile wallet membership card provides a faster way to recognise returning customers while improving the likelihood that each transaction is connected to the correct profile.
For Drummond Golf, Litecard helps deliver a more seamless checkout experience, reduces dependence on manual member searches and captures more complete in-store purchasing activity.
