MEMBER PAYMENTS
Image courtesy of Portrait Pools
Pool Members will increasingly use their phones to make purchases in the club Image courtesy of Allseas Spas Spa Image courtesy of Dundalk LeisureCraft Sauna Image courtesy of Portrait Pools Wellness
SEAN MAGUIRE LEGEND: FOUNDER AND MD The fitness industry is traditionally slow to adapt to new technologies as consumers habits change. Going forward, we can expect to see more use of smartphones and faster credit/debit card transactions, such as near field. Self-service is also a growing trend,
with people taking care of their own membership, bookings and purchases online from a PC, kiosk, smartphone or tablet. Going forward there is likely to be more fl exibility, allowing members to fl it from method to method. As new technologies enter the
mainstream, self-service will become even more prevalent, making it easier for people to pay how they want, when they want, and to make use of multiple channels – such as direct debit and credit card – simultaneously. Cashless clubs are a good idea, but
if it’s the only way to pay it’s bound to have a negative impact on sales potential, as not everyone would be prepared to pay money to the club before making a purchase. Cashless as an additional offering boosts sales by making it easier to pay. However, if you offer credit, expect problems collecting money.
IVAN STEVENSON DEBIT FINANCE COLLECTIONS: DIRECTOR Clubs are missing out on sales by not offering a cashless option, especially as the technology is now available to make this much easier. One report found that cashless systems can boost member spend by 25 per cent. The further rollout of the Single
European Payment Authority (SEPA – see HCM July 12, p59) will help chains which are expanding overseas, as it will offer one solution for direct debits across borders: operators will be able to collect memberships for a club in Spain, for example, at the same time as their UK operations. Giving customers the chance to join
online is showing great results in club profi tability. It takes the admin burden away from clubs, and puts the consumer in charge. The clubs we work with can see an increase in year-on-year sales of between eight and 10 per cent, but one high-end club achieved a 23 per cent rise. One of the main infl uences in the
near future will be further leveraging of mobile phone technology, allowing people to join online, as well as paying in clubs using their phones. ●
July 2013 © Cybertrek 2013
PHOTO:
SHUTTERSTOCK.COM / MICHAELJUNG
K CMY CY MY CM Y M C
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