Europe's largest golf retailer — PLP performance at omni-channel scale
American Golf is Europe's largest specialist golf retailer — part of International Leisure Group, with ~85 stores across the UK and Ireland, £135M+ annual turnover, and a thriving online channel. Custom fitting, trade-in programs, and exclusive equipment partnerships make their digital PLPs business-critical.
I optimized Product Listing Pages and site-wide performance on commercetools + Frontastic + Next.js, with Algolia search, Segment analytics, and Trustpilot reviews.
Integrations
| Source | Stack |
|---|---|
| Public (americangolf.eu scan) | commercetools, Frontastic, Algolia, Segment, Trustpilot |
| Engineering | Next.js PLP tuning, AI recommendations, Datadog |
Technical focus
- Next.js SSR/SSG on high-traffic PLPs — clubs, apparel, training tech
- Algolia query rules, facets, and ranking for 10k+ golf SKUs
- commercetools + Frontastic Studio page composition (verified on live storefront scripts)
- Segment event pipeline for omni-channel analytics
- AI recommendation engines for cross-sell (balls, gloves, bags)
- Datadog RUM on PLP and checkout paths
- Performance budgets aligned with ILG omni-channel campaigns
Company context
- ILG portfolio: American Golf, Golf Kingdom, TopTracer Experience Hubs
- 50+ years heritage — free custom fit service drives store + web convergence
- Store locator, AG Club loyalty, and Golf Holidays Direct integrations
Technologies used
Next.js, commercetools, Algolia, TypeScript, AI recommendations, Datadog
Result
Faster PLPs, sharper search relevance, and analytics-backed merchandising — positioning American Golf for continued growth in Europe's competitive golf retail market.
