Launching a luxury ecommerce website for the UK's leading golf tour operator

The problem

The Experience Golf, formerly The Experience St Andrews, is a subsidiary of Keith Prowse specialising in luxury golf tours across England, Scotland and Ireland, including the iconic Old Course at St Andrews. Keith Prowse has been an authorised provider of Tee Times on the Old Course for nearly three decades, and the ambition was to bring that quality online. But every booking was made over the phone; there was no ecommerce capability whatsoever. The brief was to let customers in the UK and USA discover, configure and book luxury golf experiences online for the first time, and to do it within six months, timed for the peak booking season. Launching late was not an option.

What we built

We began with workshops and stakeholder interviews to map the complexity of the product: multiple ancillary options, bespoke itinerary building, multilingual requirements, and integration with events management and CRM for ticketing and billing. From that we distilled a coherent customer journey and translated it into UX wireframes and creative design fit for a luxury brand. To hit the six-month deadline without compromising quality, we made a strategic decision to reuse Sitecore components and backend functionality from the existing Keith Prowse website wherever possible, accelerating delivery while keeping the two platforms consistent across the estate.

What came after

The platform launched on time and within the six-month window, ready for peak season. For the first time, customers in the UK and USA could discover, configure and book a luxury golf experience entirely online, with the full complexity of courses, accommodation and ancillaries handled through a single seamless journey. It moved the business from 100% phone-based bookings to a fully transactional ecommerce platform: a step change in commercial capability.