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SALES & MARKETING


THE ONLINE customer


Amid challenging market conditions, an increasing number of operators are looking at new ways to increase their online sales capability. Neil Harmsworth offers his advice on delivering an effective online sales strategy


has to change the way it sells in order to stay relevant. Operators that respond to these changes have the potential to gain market share rapidly, while those that cling to outdated marketing methods will be left behind just as quickly.


C WARNING SIGNS


When customer buying habits start to change, the warning signs are fairly easy to spot, even at an individual club level. As one sales channel becomes more effective, another will inevitably diminish, and this is reflected by an increase in customer


50 Read Health Club Management online at healthclubmanagement.co.uk/digital


THE GROWTH MARKET Over the last two years, the volume of online searches for ‘gym membership’ and related search terms has increased by 64 per cent. At the time of writing, the indications are that January 2013 will have


February 2013 © Cybertrek 2013


ustomers have fundamentally and irreversibly changed the way they buy, which means the health and fitness industry


acquisition costs. This measure is a simple calculation, dividing what you spend on attracting customers versus the number of actual members you sign up as a result. As customers change the way they


buy, they become less responsive to traditional marketing channels, making these less effective and therefore more expensive. Membership acquisition costs then start to increase as operators have to fight harder just to stand still.


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