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INDUSTRY INSIGHTS


“Consider using digital memories to remind


and motivate members, showing how their fi tness has improved”


Personal touch For many consumers, an endless array of brand websites, social media, telephone assistance, mobile apps and more have served to highlight an undeniable truth: sometimes only one-to-one human interaction will do. And while many health clubs have


many staff on-site, changing usage patterns and disruptive business models are challenging existing customer service approaches in the industry. However, developments in technology open up a whole new frontier: live video customer assistance. The benefi ts can be more than just cost, as by pairing customers with relevant experts, clubs can offer a better service. And if you think this doesn’t sound


relevant for the fi tness industry, then think again. In Brazil, Fiat launched its Live Store, enabling customers to ‘look around’ vehicles via Fiat hosts wearing helmets equipped with micro-cameras. And in Poland, mBank customers can contact bank representatives and discuss their account via live video chat, with points and virtual badges awarded to customers who undertake fi nancial tutorials. If auto manufacturers and banks can apply this trend, then surely health clubs can too.


30 Health Club Handbook 2014


CheckinDJ uses social media feeds to shape the playlist to the current audience


Time(line) travellers As the online space becomes increasingly intertwined with real-life experiences, consumers will seek to re- live and remember their lives, outsourcing memory to the digital sphere. For example, One Second


Everyday prompts users to capture one second of their life each day. The app can then splice the clips together to create a short fi lm. In Japan, mobile app Reep syncs with and chronologically sorts the user’s social media photo libraries and sends photos that were taken exactly a year ago as daily reminders. In 2014, with consumers


turning to services and tools that allow them to build, explore and refl ect on these personal digital archives,


Wish Lit: How


much energy must you save to buy the item you want?


how might health clubs apply this trend? Consider using digital memories to remind and motivate members, show how their fi tness has improved, or to aid performance reviews and set new targets.


Guilt-free consumption In 2014, ethical and sustainable consumerism will remain high on the consumer agenda. One powerful dimension to focus on is consumer guilt. Experienced consumers are increasingly torn between their aspirations to be ‘good’, their consumerist impulses and an inability to fundamentally change their lifestyles. This will create huge opportunities for brands and services that allow them to enjoy consumption while


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