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The #1 brand of golf grips in the world, Golf Pride, was challenged with refocusing its efforts on the grip aftermarket. Research found that golfers tend to make uninformed decisions when purchasing this low-involvement product. Grips were being selected solely on the feel of their tactile surface; consumers were lacking basic knowledge about the performance aspect of the individual grip models. Brunner Digital completely redesigned the site to provide a more intuitive experience, but, most important, it realigned the site’s focus to more closely echo the brand strategy. The site now acts to educate grip buyers and helps them make informed purchase decisions.
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