Health & Leisure
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Since prototyping and instaalling the solution three years ago, Serco Leisure has been able to monitor, benchmark and manage its daily energy consumption
of my team’s focus, know-how and tire- less commitment to reducing our carbon footprint and this powerful software so- lution, we have made a significant saving on our carbon footprint. “We’ve also achieved annual cost sav-
ings of more than £1m by monitoring, tracking and benchmarking the way that our leisure centres function in this key area of business performance. That is a significant achievement in itself, but equally it enables us to be more environ- mentally accountable.”
ONLINE SIGN-UP 24/7 With more than 62 per cent of the Brit- ish public shopping online, DW Sports realised it could be missing a trick with its traditional member sign-up process. So in 2008, the chain partnered with Ez-Run- ner to create a virtual 24/7 sales team, offering an easy and effective five-min- ute online membership sign-up process, and now a massive 98 per cent of its memberships join online. Ez-Runner’s software allows the cus-
tomer to sign a PAR-Q and agree to the terms and conditions online, as well as
Issue 4 2012 © cybertrek 2012 CM MY CY CMY K
allowing the club to process a direct deb- it and take any other payments. “We adapted our marketing strategy
to the online service and are now in-line with all the other businesses cashing in on the online revolution, targeting prospects 24/7,” says Andrew Forsyth, national membership services manager at DW Sports. “People really do sign up at 3am. We conducted analysis across dif- ferent demographics that showed many parents work alternate shifts and unso- ciable hours. “Our in-house sales team also uses the
online sign-up process to make the whole in-club experience that much easier and quicker. We have a number of kiosks where the sales team can lead the pros- pect through the sign-up process, walk over to reception, take a photo, issue a membership card and take them straight into the gym.” DW Sports has also used online sign-up
to successfully promote new site open- ings and conduct pre-sales – an 80 per cent of the membership target signed up before the opening of the last site thanks to this online option. ●
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