The New Consumer. Fitness presentation from the 2013 Fitex Conference in Auckland, NZ.

The New Consumer

Presented by Shara Curlettwww.revx.co.nz

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Overview

• Introducing “The New Consumer”•The Servile Brand•The “Emotional Entry Point”• Interaction and Connection•Putting it all Together

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The evolution of digital has brought with it a new age of consumer expectations.

3 Levels of the New Consumer

These new consumer expectations are based on the need for...

1. Instant Gratification (“I want it now”)

2. Immediate Information (“I want it in my time”)

3. External Recommendation (“I don’t trust you – I trust what others have to say about you”)

Choices can now be made without any direct

communication with your business.

As a result...

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1. Instant Gratification traits

• They want answers quickly (preferably at their fingertips) and from multiple sources.

• They are connected, savvy, and know exactly what they want from your business.

• They want to know in an instant what’s in it for them (WIIFM).

• Many want the option to “Try before I buy”.

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How has this impacted the industry?

• Those not online will be left behind. • Provide multiple sources of value-based information

about your business on an ongoing basis.• Keep them engaged (regular contact from multiple

sources)• Move with the times online (or risk being viewed as

“archaic”

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2. Immediate information traits

• They have a lot on the go.• They are flooded with information and “to-do’s” on a

daily basis:• Advertising; digital devices; general “busy-ness”

• Time is a limited resource – and valuable. They don’t want to waste it – and they won’t.

• They therefore want ultra-convenience in everything they do.

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• If they can’t find you instantly online, they may not bother looking further...or visiting.

• If you don’t solve their problem, someone else will.• If you lock them in, they may be less likely to buy...

• They are becoming transient and less loyal.• They want to be in control.• They want the security to opt-out if you aren’t serving their needs.

• Avoid making the experience painful and (long-winded).• Make things convenient for them.

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3. External recommendations

• Rest assured - they will be doing their research before they walk through your doors...

• Website• Social media• Reviews

• And (in most cases) they will believe what others have to say.

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3. External Recommendations

• Only 47% of consumers around the world say they trust paid media (television, magazine and newspaper ads)– a decline of over 20% since 2009.

• 92% of global consumers say they trust earned media (word-of-mouth and recommendations from friends and family) above all other forms of advertising – an increase of 18% since 2007.

• Online consumer reviews are the second most trusted form of advertising, with 70% of global consumers trusting them– an increase of 15% in four years.

- Source: Nielsen, April 2012


• We need to be proactive:• Know what’s being said about you, e.g.

• Reviews• Twitter (don’t forget #words)• Instagram

• Get some positive reviews out there

• Respond quickly to feedback – sometimes how you respond is more important than what has been said.

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Key influencers

Source: IDC Retail Insights, 2012

The New Consumer Journey

Push vs. Pull

• Interruption• One-to-many• Reactive• Return on Investment• Heavy users• Big promises• Marketing at• Consumers• Brands

• Pull

• Engagement• Many-to-one• Interactive• Return on Involvement• Inspirational Consumers• Intimate gestures• Connecting with• People• Lovemarks

Another way of looking at it...

What does this mean?

• Perceptions can be created by consumers...without them even stepping foot through your doors.

• Opinions can be made by people who haven’t experienced it themselves.

• Your online presence may have only 30 seconds or less to make an impression on someone.

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Where is the fitness industry headed?

• Will gyms survive the onslaught of niche studios, 24-hour gyms, bootcamps and online services?

• Will one come out on top?• Or is there room for everyone?

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Current state of the industry

• Price-point focus, e.g.• Voucher deals• Membership deals• Package discounts• Freebies

• Service focus, e.g.• Group fitness• Cross-fit approach

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Business model discussion

• Gyms – technology “gaming”• Studios – niche / online• PT’s – leaders / online / gym’s success is their success• Bootcamps - $ pricepoint• Group Fitness - $ pricepoint• Pilates / Yoga / etc. – niche / leader / online / partnerships• CrossFit – pipeline

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Research by Fitness NZ revealed initial findings that fitness centre membership

levels in New Zealand may have grown by as much as 4% in 2012, almost double the estimated rate of growth in the wider NZ

economy (2.2%).

However…

They also went on to note:

“At the same time the number of facilities continue to expand, at all price and service level, meaning there is now more choice than ever for consumers looking to start into exercise.”

“…It should be noted that the number of facilities grew faster than the rise in members, so many clubs may have even seen a small drop in number of members, but overall the number of Kiwis exercising at gyms in NZ continues to grow.”

So how do we meet the needs of the new consumer?

“The way to separate your business from the crowd is to go beyond customer service

– to understand their behavioural drivers and

become a ‘Servile Brand’”- Trendwatching Report 2012

Don’t just service customers.

Connect and interact with them through every stage of their life cycle with you.

Becoming a Servile Brand

About Servile Brands

• The new consumer has an expectation level that well surpasses any prior standards.

• If you want their hard-earned dollar on a consistent basis, then be prepared to work for it.

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“SERVILE means turning your brand into a lifestyle servant,

focused on catering to the needs, desires and whims of your customers – whenever and

wherever.”- Trend Briefing, October 2012

The Servile Brand…

• Understands the new consumer’s driving behaviours.• Can not only pre-empt, but solve the new consumer’s

problems before they go looking for the solutions.• Continually looks for new ways to keep serving the

new consumer better…in ways that “surprise and delight”.

• They know what others don’t – to enable them to attract and retain the new consumer.

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13 Rules of the Servile Brand

1. Put the need of the consumer before your own.2. Make the consumer’s life easy…and keep thinking of ways

to do so.3. Get on board with online advancements that will help, or

connect you with, the consumer.4. Be unique in a way that the consumer will remember.5. Go out of your way to look after the consumer.6. Give the consumer ways to save time…and money...but not

to the detriment of your business.7. Reward the consumer for doing business with you. © REVX NZ Ltd

13 Rules of the Servile Brand

8. Reward the consumer for sharing your business with others9. Surprise and delight the consumer (in a positive way)10.Be innovative in a way that benefits the consumer – and in a

way that meets their needs11.Provide the consumer with solutions – cater to their needs

and keep asking them what they want12.Have humility. Admit your wrongdoings, and more

importantly, be seen to be doing something about it.13.Focus on being loyal to the consumer rather than making

the consumer be loyal to you.© REVX NZ Ltd

A note on innovation

Innovation (e.g. new equipment, new programming, new

services, etc.) is nothing if you don’t first provide a level of

service that matches the new consumer’s expectations.

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Innovation without a core focus on a new level of customer service is like a house built on sand – the whole structure will collapse and fail if it doesn’t have a good base of support.

The Emotional Entrypoint

The Emotional Entry Point is the point where the

consumer connects with your business

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The Emotional Entry Point

• Coined by Mia Freedman of “Mamamia”• Determines whether or not someone decides to engage

with your business – both current and future customers• Determines whether or not customers – and others –

believes the “real-ness” of your business.• Determines the personality of your business• Determines the success of your online efforts

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context

relatable

real people

helpful and interesting

Connection and Interaction

C&I - Online

• Facebook conversations• Twitter• Instagram• Pinterest• Video – personality• Blog (comments enabled)• Email / e-news

• LinkedIn Groups• Forums• Back-end membership• Shared images• Website

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C&I - Offline

• Q&A / feedback box• Focus groups• Staff feedback• One-on-one• Personalisation• Market research• Genuine interest

• Contact points

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Putting It All Together

What are your contact points?

• How do they hear about your business?• What is the buying cycle?• What are their interactions (1st month, 2nd month, etc.)• How do they progress, grow, and develop?• How do are their achievements / milestones recognised?• How do they share information with their friends?• How do they build relationships with others?

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Different interpretations... friend.


Ref: freemanleonard.com

What’s the common element?

• The cycle.• On-going effort is required – and expected – to

continually engage and connect.

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Critical stages

• Initial search• Research / information gathering stage• Consideration – the options• Decision – the sales process• Month 1 – confirmation• Month 2 – progress• Month 3 – re-confirmation• Months 4-6 – re-spark the interest

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Critical stages

• Months 7-9 – progress • Months 10-12 – milestone achievement and celebration• Year 2 onwards – keep rewarding them for their loyalty and

continue to evolve and keep up with the times.

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Example: TRP approach

The Retention People (i.e. TRP). Focused on:• Continual engagement• Ensuring connection with “medium to high risk”• Celebration and recognition• “Appeared” personalisation• Measurement and analysis

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Recommended steps

1. Establish your own customer life cycle. Begin with a model, then detail each stage.

2. Get all staff to go through each stage, and determine the gaps and opportunities for improvement.

3. Establish projects to address each opportunity, beginning with the top priority areas (utilise the priority matrix).

4. Mystery Shop different elements of your customer service.5. Solicit feedback at every stage both formally and informally

and respond publicly (where appropriate).

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Tips and suggestions

• Up-skill your staff around the critical contact point stages.• Alleviate the pain of going through a process by hitting all the

“hot spots”. Analyse your current processes.• Be different• Reinforce the value of doing business with you at every step.

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Priority MatrixWhat to focus on

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low

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cost effort time ability

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© REVX NZ Ltd

The New Consumer. Fitness presentation from the 2013 Fitex Conference in Auckland, NZ.

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Transcript of The New Consumer. Fitness presentation from the 2013 Fitex Conference in Auckland, NZ.