Connect are thrilled to announce we have won the pitch to create an online platform for Xercise4Less (X4L) to engage with digital consumers.
The win will see Connect work on a brief to create a website that embodies Xercise4Less’ brand values and drives digital customer growth. A key driver of the brief is to match online to offline sales growth. Throughout 2015, the budget operator has not only attracted members who have never used gyms before thanks to the competitive price offering combined with fully-staffed facilities, but they have also taken price sensitive customers from middle market gym operators, and are looking to continue to expand the whole sector in 2016.
Jon Nasta, Director of E-commerce and Marketing at X4L said: “The team at Connect has a great heritage in creating immersive digital experiences for brands that drive sales. They’ve worked with all types of brands, ranging from Jaguar to Birmingham International Airport, so I knew they had the right experience and skills to help us.”
Creating immersive connections
Connect recognised that X4L has a high membership conversion rate amongst customers that visit the gyms due to superior equipment, exercise space and sales staff. The challenge therefore, is to create a digital experience that showcases this quality and converts website traffic into new memberships.
To begin the process, Connect researched consumer behaviour and analysed the search patterns of visitors arriving at the site. This insight will allow Connect to create content tailored to a user’s goals; which includes exercise tips, programmes and case studies that match a user’s fitness plan.
Connect will also focus on creating a user journey on the website that builds a compelling case for sign up. We will establish X4L as a genuine ‘fitness partner’ through immersive connections that take customer experience beyond the bricks and mortar of the gym premises.
Jose Espinosa, Client Partner at Connect said: “Connect has built a reputation on helping all types of brands to boost online customer engagement and sales through the creation of immersive connections. While the fitness sector has been a new challenge for our team, we are passionate about innovation and trying new things, making us the perfect partners for X4L.”