Halpenny Golf: Turning personalised SMS into repeat revenue
Overview
Halpenny Golf is a leading Irish golf retailer with five locations nationwide and a team that includes PGA professionals. The business is known for the in-store experience, but wanted a better way to keep that relationship going after customers left, encouraging repeat visits, stronger loyalty, and referrals.
Results
Delivery performance improved from around 60% to the high 90s, meaning far more messages reached customers
Repeat business increased substantially through targeted offers and clear calls to action
Customer retention increased considerably, driven by a higher ratio of messages redeemed into purchases
The approach improved not only sales, but overall margin per sale through more relevant targeting
Strong ROI at “a few cents per SMS”, with performance improving as campaigns were refined over time
The Challenge
Halpenny Golf had invested heavily in what happens in-store: expert advice, trusted service, and a memorable customer experience. The challenge was staying connected after the visit, so customers kept coming back and remained loyal even with strong competitor activity in the market.
Why Phonovation
Halpenny Golf had tried SMS previously, but it did not deliver. Delivery rates were low at around 60%, and messages were sent in a generic, one-size-fits-all way. They needed reliable delivery and the ability to send more relevant messages based on real customer behaviour.
What we implemented
Reliable SMS delivery
Delivery improved into the high 90s, giving the team confidence that campaigns would actually reach customers.
EPOS-driven personalisation
Phonovation integrated with Halpenny’s EPOS system across stores, enabling customer messages to be informed by purchase history. This allowed the business to send targeted offers based on what customers actually buy, rather than relying on broad, generic campaigns.
Reporting that improves performance over time
With EPOS-fed reporting, the team could see what worked, learn quickly, and continually improve the relevance and performance of future campaigns.
Business impact
By moving from generic broadcasts to targeted, data-led messaging, Halpenny Golf strengthened customer loyalty and turned more conversations into repeat purchases.
Repeat business grew substantially through timely, relevant offers
Retention improved significantly, with a higher share of messages redeemed into purchases
Results improved not only in sales, but also in margin per sale, driven by more targeted messaging
Stronger loyalty helped protect their customer base from competitor pull
“Thanks to the Phonovation team, they really do provide a great service. 10 out of 10.”
““Thanks to the Phonovation team, they really do provide a great service. 10 out of 10.””
Want to increase repeat purchases and retention with personalised SMS that delivers measurable commercial impact?
Talk to Phonovation about connecting SMS to customer purchase behaviour and building campaigns that customers act on.