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PAYMENT SYSTEMS


Guenther Poellabauer MD, TAC


Use digital signage in your club to advertise special offers


Our digital signage promotes available appointments across the facility, acting as an easy marketing solution to increase sales. By highlighting things like last-minute availability of PT sessions or a discount on a yoga class, customers are more likely to book on the spot. In-house marketing doesn’t get much easier than that. When purchasing products or services,


cash isn’t needed any more. Customers can easily pay for anything – from a Power Plate class to drinks from a vending


Tom Withers Sales and marketing director, Gladstone Health & Leisure


The industry’s main focus is to catch up with other retailers by enhancing customer experience in self-service, driving behaviour towards this method. But a rapidly evolving payment market leads to challenges. Customers expect the options to reflect their preferred payment method, as well as being quick and secure. Meanwhile the operator wants a secure, reliable solution that’s cost-efficient in terms of transactional costs and administration overheads. With Gladstone’s pre-authorised card service,


the member chooses which card or bank/PayPal account their ongoing payments are taken from and can transact through any


Greg Wookey Senior VP of payments, MINDBODY


Payment technologies are evolving to meet the needs of an increasingly mobile society. Consumers expect the freedom to purchase memberships and packages or book and pay for classes anywhere, any time. Businesses with integrated payment


processing can provide increased customer convenience while also improving the back- end experience for staff – they can accept credit cards online at the front desk or on- the-go. Meanwhile auto-billing capabilities for packages and memberships can help


cultivate long-term customer relationships, moving the customer beyond a one-time drop-in experience and reducing the hassle of remembering payments. Whether for auto-renewals of membership


or the booking of classes, the entire customer payment experience becomes more efficient. Credit cards can be stored securely in client profiles, enabling customers to make bookings and purchases regardless of their location or time of day – all of which makes it more likely they will spend more with you. ●


52 Read Health Club Management online at healthclubmanagement.co.uk/digital July 2015 © Cybertrek 2015


Gladstone customer-facing product – such as join online, book online, tickets online and the mobile app – with a single ‘click to pay’. This makes it easier for them to make purchases, and evidence shows this encourages additional spend. No card details are stored by Gladstone or


the health club, so the customer knows their card details are safe and the transaction secure. There’s peace of mind for operators too, with set transactional costs. With new payment options such as Apple Pay


becoming ingrained in everyday life, customers are becoming comfortable with more choices at checkout.


machine – directly through their guest/ member profile, using the payment method they’re most comfortable with – credit card, direct debit, PayPal and so on. This makes consuming in club easier and faster – and therefore more likely – than ever before. And because all bookings and


consumptions are saved in the individual guest profile, you know exactly what your customer wants – so you can ensure your offering reflects this, again helping form a virtuous circle of increased spending.


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