The fitness industry has undergone a significant change over the past several years. The rise in popularity of programs such as Spinning, CrossFit and Barre have revolutionized the space. Different classes mixed with more adept technology have blended together to create a dramatically different customer experience. However, most fitness centers, health clubs and gyms struggle to recognize their individual members across touchpoints, and fail to provide them with relevant content that keeps them engaged off-premise and motivated to come back.
Brands aren’t having any difficulty collecting data, yet they struggle to provide consumers with meaningful engagements, continuously blasting push notifications and emails that rarely catch the consumer’s eye. Marketers want a return on their efforts. So how do you create offers that stand out above the rest? Deliver event-triggered offers. According to Gartner “Event-triggered offers can be up to five times more effective than traditional campaigns”. Keep reading for a few examples of how companies can incorporate event-triggered offers into their strategy to stand out and crush the competition.
While loyalty programs have become a must-have feature of most companies’ acquisition and retention strategy, many of these programs are failing at actually creating loyal customers. According to a recent Accenture report, 71% of respondents said that loyalty programs didn’t make them any more loyal. Punch cards, points for spend, and irrelevant discounts sent to the masses aren’t the best avenue for developing a committed customer base.
SessionM and Salesforce Clouds Make Loyalty Marketing One-Stop Shopping
I have never been a big makeup person. Don’t get me wrong -- I need it and don’t ever go out without it, but I stick to the basics. I am an athlete, so that complicates the attention I choose to give to makeup. The surplus of options and brands Sephora offers is intimidating. Primer, powder, bronzer, and mascara is the combination and extent of the makeup I consistently purchase but unlike most people, I am a true loyalist. For me, Sephora is the best place to go because I know they will always have the brand I love: Laura Mercier. I am loyal to Sephora and buy all of my products at their stores or online. Here’s where I think they are delivering a great customer experience and opportunities for them to turn passive makeup purchasers into frequent shoppers.