NEWS IN BRIEF
LOCH-SIDE SPA NOW OPEN
Luxury Scottish resort Portavadie, which is located on the shores of Loch Fyne has opened its spa and leisure centre.
Driven by a passion to create something truly special for their guests to enjoy time and again, the facilities include four treatment rooms and six swimming pools, including a superb heated outdoor infinity pool, children’s splash pool, an indoor pool, plus outdoor spa pools. Also included are two Scandinavian saunas, a steamroom, gym, and a ten-bed relaxation area, with views across the Loch to the Isle of Arran. General Manager Iain
Jurgensen said: “The team has created the most stunning light- filled relaxation and wellness space, offering the ultimate in luxury and reward for our guests. “We are all proud to see our beautiful glass doors open to guests and visitors. Already the feedback is excellent and locals, marina visitors and guests have been simply blown away by the breathtaking setting and facilities.”
NO FRILLS GYM EQUALS NO POOL GYM Angry members have blasted the new owners of a Northwich gym after the company decided to fill in the existing swimming pool and turn it into a new studio. The LA Fitness club is due to be transformed into a Pure Gym after a buy-out was completed earlier this year. Leeds-based Pure Gym currently operate more than 140 ‘no-frills’ gyms across the country, which are open 24 hours a day and offer cardio equipment, fixed and free weights and exercise classes. The company are spending millions on transforming a number of LA Fitness sites across the country following the buy out but it looks like swimming facilities may suffer as a result of the change in ownership.
www.swimmingpoolnews.co.uk
Online Swimwear Retailer Sees 41% Customer Participation Rate With New Promotions Technology
Swimshop has seen a 41% customer participation rate with new promotions technology that gives shoppers the chance to win their purchases free of charge.
As Europe’s largest online swimwear retailer, which stocks over 5,000 different products, the Swimshop partnered with promotions technology company Luckycycle to install the software permanently on its website as a continual reward scheme for loyal customers.
After making payment, shoppers are asked to play on a virtual scratch card to find out if they’ve won. If successful, a refund is sent within 60 days. The campaign started at the beginning of July. Running across all product categories, customers spending up to £150 have a one in 20 chance of winning their basket free. Swimshop will be doubling the odds to one in 10 every Friday, with a focus on increasing sales during this period. Participation rates on a Friday have already increased to over 55%. Follow up emails are sent to those who choose not to participate, offering a second chance, and unsuccessful shoppers are able to play again if they share news of the promotion on social media. “Rewarding customers in a fun, unique and simple way is the most appealing thing about Luckycycle’s technology,” said Glyn Cawkwell,
Ecommerce Designer at Swimshop. “We’ve seen an extremely positive reaction within the first weeks of the campaign – extending it long term is logistically viable and beneficial to our offering. Average order values have increased and we’ve also seen a great social engagement response.
“Swimshop is our first client to make the technology a permanent fixture,” said Géraud de Borchgrave, Managing Director of Luckycycle. “Offering shoppers different incentives, such as the heightened chance of winning on a Friday keeps things fresh. Luckycycle is changing the scope of retail promotions, and establishing itself as an exciting and versatile tool that increases sales and customer engagement.”
Marketing On Autopilot By Doric
Have you ever wondered what it would be like to have your marketing strategy happening behind the scenes on its own; responding to your new enquiries and nurturing them all to the point of sale automatically whilst you carry on with the normal day to day running of your business and attending to your customers? Well, that’s exactly what’s on offer from Doric Marketing with the ‘Marketing Automation Programme’ from the pool and spa industry’s marketing support provider, headed up by Dorian Davies.
So what is the Doric Marketing Automation Programme, and what are the benefits to a company in the wet leisure industry? Dorian told SPN: “Irrespective of how knowledgeable or not a business owner is, when it comes to modern, effective, direct response marketing strategies, a great many companies I speak to lack the time and/or resources to implement and follow-up on them. And this is crucial, because if you don’t implement and follow-up, you’re not going to generate the results. If you don’t get the results, you’re wasting any money you spend on marketing. You’re always going to be in a precarious position; with those seeking to grow and expand unable
to achieve the break-out necessary to do so, and those who are not looking to grow, but attain a very secure and comfortable future, equally constrained from doing so by these limitations. “The Doric Marketing Automation Programme solves this issue for pool and spa businesses of any size by automating the follow-up to all new and existing sales enquiries in a personal and tailored way, nurturing them and maintaining contact with the prospects, gently funnelling them towards the sale. For companies that do not have the time or the resources to engage in a systematic programme of follow-up, it is quite literally a goldmine, as all those prospects who before typically disappeared off into the ether, have contact maintained on a continuous and valuable basis until they buy or ask to be removed from the database. It saves you money, saves you time, maximises the return on your marketing budget, and wins you more sales and increased profits.”
Doric Marketing 01672 841193
www.doricmarketing.co.uk
SPN October 2015 15
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