Driving Sales & Service Using Mobile Technologies

Driving Membership Sales &
Retention By Embracing Mobile
Technologies & Trends
Bryan K. O’Rourke
CEO Integerus | CEO FIT-C | CSO Fitmarc
www.bryankorourke.com @bryankorourke

www.bryankorourke.com | @bryankorourke
Friday March 14, 2014 1:30 PM
Driving Membership Sales & Retention By Embracing
Mobile Technologies & Trends
All Content Including Videos Can
Be Found Here:
www.bryankorourke.com
2

3
@bryankorourke
7,000,000,000
Mobile Devices Connected To The Internet In 2013 #NEWERA
ABI Research 2013

4
@bryankorourke
50,000,000,000
Mobile Devices Connected To The Internet In 2020 #NEWERA
ABI Research 2013

5
@bryankorourke
100,000,000,000
Number Of Mobile Apps Downloaded Sometime In 2013 #NewEra
Many facilities still don’t have effective apps
ABI Research 2013

PAYMENT, CHECK-IN, ENGAGEMENT6
@bryankorourke

7
“It’s about merging digital with
the brick and mortar store.”
@chuckrunyon
COMPETING IN THE FUTURE

8
WARNING
MOBILE STRATEGIES WILL NOT
CORRECT POOR CUSTOMER
EXPERIENCES

Presentation Take Aways
Driving Membership Sales & Retention By Embracing Mobile Technology & Trends | www.bryankorourke.com
Rethinking Selling, Retaining & Models
Mobile Marketing Trends
Social Commerce Trends
Mobile Payment Trends
Engagement and Service via Mobile
The Near Term and Long Term Impact
What Should Club Owners & Operators Do
9

10Driving Membership Sales & Retention By Embracing Mobile Technology & Trends | www.bryankorourke.com
Its About The Customer

Sales
Its Not What YOU Are Selling
Its What People Are Buying

Retention
Is Customer Experience

“If you do not care about your end user immensely, especially in
the next few years, your brand will die.”

14See The GGFA Best Practices Video http://youtu.be/V2OiSUFPPN8bryankorourke.com

Driving Membership Sales & Retention By Embracing Mobile Technology & Trends | www.bryankorourke.com 15
Interconnected Themes
From The Future Of
Health Clubs
Rethinking Health Club Business Models
Omni Channel Technology Platforms

16
Mobile Engagement & Service
A New EcoSystem

Are Clubs Adopting New Technologies ?
2014 US Health Club Technology Survey Report
14 Questions On Key Trends
Fitness Industry Technology Council 2014 | www.ﬁttechcouncil.org
746 U.S. Clubs Surveyed
Mobility & Other Trends Addressed
FREE via bryan@integerus.com

Mobile Device Trends
60Percentage Of Clubs With
Mobile Conﬁgured Web
Sites
According to comScore, in 2014 there will be
more mobile Internet users than desktop users
globally.
65% of US Adults now have a Smartphones and
that number is growing fast.
A recent FIT-C survey report showed U.S.
health clubs are starting to react to
mobile trends. 60 percentage of clubs
now say their web sites are mobile
compliant.

19
67Percentage Of Members
Taking Devices With Them
To Workout
35% of U.S. adults now own a tablet device and
75% of smartphone users take their devices
with them into the bathroom.
More than 60% of health club members now
take devices with them to workout.
Mobile Search
What this means is that your prospects
and members are interacting on the
Internet by searching when they are out
and about. They are also commenting
about services and their experiences in
your club.

20
31Percentage Of All Clubs
With Some Mobile App
The increasing number of smartphones with GPS
capability will spur the growth of apps that make use of
the technology, according to Frost & Sullivan.
The market for location-based apps will also be fuelled
by key technology trends of indoor connectivity,
augmented reality, big data and wearable devices.
Location Based Functionality:
Built in GPS enables applications know
where you are. This creates a long list of
possibilities and the SOLOMO (social,
local, mobile) trend which is recreating
how businesses can identify and engage
existing and new customers.

21
20Percentage Of Clubs That
Spend Money On
Mobile Ads
Mobile Search Trends
U.S. adults spend more time on mobile searching today
than they do on desktop browsing, according to
eMarketer. The need to be available when that search
occurs has a direct bearing on action and business. Its
about convenience.
73% of mobile searches trigger additional
action and conversation. Being mobile
friendly increases the chance you can
impact a decision to purchase a
membership.

22
97Percentage Of All Club
Facilities Have A
Facebook Page
Mobile commerce will reach $87 Billion in the
U.S. by 2016 according to eMarketer. Social
commerce will reach $30 Billion by 2015. Social
media is a big driver of social commerce and is
now the second most popular form of marketing
for U.S. clubs.
Social Commerce Deﬁned:
Social Commerce is the combination of
social media and buying. It combines
friends, groups, voting, comments, and
discussions around consumer purchases
both online and ofﬂine.

23
Allow Online Memberships
A huge opportunity exists between what
most clubs are offering in the way of high
quality self service commerce and what
consumers are expecting. A recent survey
found that only 30% of U.S. clubs allowed
prospects to join online.
78% of consumers say posts made by brands they
follow on platforms like Twitter and Facebook
inﬂuence their purchases. 66% of those who shop
online more than twice per week say that they
would be more inclined to shop at a brick and
mortar store if they offered mobile checkout ability.

24
10The Percentage of
Starbucks Transactions
With Mobile Devices
Mobile Payment Trends
Mobile commerce will reach $87 Billion in the U.S. by
2016 according to eMarketer. Social commerce will
reach $30 Billion by 2015. Starbucks continues to
lead merchants in mobile commerce, raking in $1.3
billion in pre-paid cards during the fourth quarter
While in the early stages, mobile payment
solutions will enable more customized
promotion, the ability to more easily
transact business and consumer
convenience.

25
Providing Online Account
Access Today
61% of global consumers prefer to shop
in an omni-channel, self-service and
automated way according to Cisco’s
Customer Experience Report. Clubs can
differentiate themselves by delivering
consistent and customizable customer
experiences digitally.
Cisco’s IBSG study found that a majority of
consumers have advanced beyond the capabilities of
most retailers. Cisco’s Customer Experience Report
found that consumers prefer more automated and
personalized digital buying experiences.

26
Mobile’s Long-Term Impact To
The Health Club Industry

27
QR Codes

28
MOBILE APPS
WEB SITE TRULY MOBILE ENABLED

29
BE VERY CAREFUL WITH SMS

30
MOBILE CONTENT

31
MOBILE SEARCH OPTIMIZATION

32
Mobile’s Near Term Impact To
The Health Club Industry

Health Club & Fitness Industry
Should Start Looking At
Opportunities Differently
Tech Trends 2014

35
A New EcoSystem

36
Digital Engagement
Augmented Reality

37
Wearables

38
In Club Experiences

39
What Should Club Operators Do ?

40
In The Near Term
Club Owners Should at a Minimum
Mobilize Web Site
Identify Mobile App Platform
Secure Mobile Online Presence
Content Is Mobile Friendly

Driving Membership Sales & Retention By Embracing Mobile Technology & Trends | www.bryankorourke.com 41
Interconnected Themes
From The Future Of
Health Clubs
Rethinking Health Club Business Models
Omni Channel Platforms

Global Federation Meeting #IHRSA2014 | Bryankorourke.com 42
BRIDGE THE GAP
HELPING YOU ACHIEVE YOUR OBJECTIVES WITH SPECIFIC TOOLS
mobile technology plan

43
What To Do
Culture And Technology

44
A New EcoSystem

bryankorourke.com | @bryankorourke | bryan@integerus.com
THANK YOU FOR ATTENDING
#IHRSA2014
Friday March 14, 2014 1:30 PM
Driving Membership Sales & Retention By Embracing
Mobile Technologies & Trends
45
Feel Free To Contact Me With Questions

Driving Sales & Service Using Mobile Technologies

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Driving Sales & Service Using Mobile Technologies