David Lloyd boosts sales and cross-selling opportunities with interactive club walkthroughs
Overview
More people than ever before are choosing their preferred gym membership through what they can find and see online from brands. With an interactive walkthrough of the club, staff videos and knowledge sharing, David Lloyd now teases its online audience to step into the club from the comfort of their own home.
Challenges
Sales & cross-selling
Prospective members often face barriers such as the inability to physically visit the club or don’t know which additional services are offered.
Customer experience
Because of the club size, finding your way around for new members and their guests can be challenging especially when they are hesitant to ask for help. Additionally, beginners are struggling with effectively using gym facilities.
Hiring & onboarding new staff members
Attracting, hiring and retaining the right staff members is a real challenge.
Solution
Qualitative Leads
- Meet the team: putting faces to names humanize the club experience by introducing staff members through videos. This way a personal connection with potential members is created and the barrier is lowered to visit the club.
- Interactive club walk through: through the 3-DEE tour prospective members can walk through the club as if they were there physically. On top of that they can easily check out the facilities, see behind the scenes videos, read more about the club’s USPs, view the schedule of group lessons etc.
- Member Testimonials: integrated testimonials from members sharing similar lifestyles and fitness goals, enable prospects to identify with success stories and envision their own journey at David Lloyd.
Customer Experience
- Path Finder & Floor Plan: the digital pathfinder and floor plan assist members in navigating the club, reducing confusion and enhancing the overall experience.
- Machine Tutorials: this was not implemented yet, but thanks to integrated videos about the machines, beginners in the gym can easily see how to use every machine to prevent injuries and optimizing their workout.
- Behind-the-Scenes Content: behind-the-scenes videos are showcasing group classes, kids’ birthday parties, and other club activities to boost member engagement and showcase them which other facilities in the club they can use with their membership.
Hiring
- Visualized Vacancies: the 3-DEE tour allow potential team members to visualize job vacancies with detailed descriptions and requirements so they know what they can expect and already see where they’ll work.
- Colleague Introductions: besides ‘did you knows’ about the company and behind the scenes videos, testimonial videos of the staff members are integrated in the 3-DEE tour. This way potential staff members can already get to know them and see why they choose their current job and are happy to work for this company.
- Clear Expectations: set clear expectations during the recruitment process to attract candidates who resonate with the club’s values and vision, ensuring a seamless fit for both parties.
