The Client
LA Fitness are recognised as one of the UK’s most innovative health club operators, and market leaders when it comes to providing high quality facilities at an affordable price. They have recently introduced an industry first, by utilising digital technology, to further extend their online offer. INK Digital produced an interactive web based application which has been integrated into a self-service membership kiosk platform.
The Work
LA Fitness required a solution to provide a multi-purpose web based platform, which was both a member facing & compliant sales tool for membership signups. Our response was to develop an interactive web based application, to run in a secure browser for use on an interactive self-service touch screen kiosk. This enabled users to sign up for gym memberships in each individual club, without the need for a sales advisor assisting them. The development process allowed us to incorporate advanced features and an integrated webcam lets the user to take their own membership card photograph which then automatically uploads into the central membership data base. The kiosk features a customised on screen keyboard, and a signature capture process is incorporated into the sign-up process, so once the member signs on screen, the signature is merged onto a paper contract and printed out for the new member to keep. An integrated chip and pin device enables secure credit/debit card payment to be taken. Because the solution is a web based application, all membership prices are part of the same database that runs their website. This guarantees an efficient and flexible system, with special offers and promotions being able to be activated quickly.
The Results
The main justification for this digital project has been the ROI in respect of membership sales. Take up of memberships via the kiosks has been impressive, and 63% of all sales are now conducted through the interactive kiosk with the average yield per sale seeing an increase to £33. Crucially, because members have the option to choose the most appropriate membership to suit their circumstances this has resulted in a reduced cancellation rate. Statistics show that cancellations are 3 times higher if memberships are purchased via the traditional sales advisor route. LA Fitness has 80 clubs, and each venue now has 2 kiosks in-situ. All future membership sales will be driven either through the in-house kiosk or online, thus removing the need for staff to handle the sales process.