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Payment systems: Make it pay
When it comes to making payments, it’s all about convenience. We look at some of the latest innovations that remove barriers to members spending money at your club
Tom Vian,
Senior product owner for R&D,
Gladstone
Off the back of our Payment Manager system, Gladstone has introduced a tokenised payment system which integrates with WorldPay, making it simple for members to book services and buy products.
We were getting feedback from our clients that they wanted to make it easier for people to buy online, because their members were making a high number of small purchases – such as booking a badminton court – but were having to key in their card details each time. This was inconvenient, slow and acted as a barrier to sale.
Storing card details would have presented a security risk for operators, so we’ve teamed up with WorldPay. After their first transaction, members receive a token which links with their card and WorldPay stores the details. If they lose or change their card, the token will automatically sync with the new one.
This reduces barriers to sales, makes transactions quick and convenient from both mobiles and tablets, and boosts the self-service side of things – something that both members and operators want. The whole process is completed on a mobile-optimised website.
We’ve also introduced cashless accounts, which people can top up and then charge purchases to, meaning they can still make impulse purchases without having to take cash or cards to the gym.
Hanno Poesel,
Business unit manager leisure,
Gantner
From next month, we’ll start rolling out our new cloud-based software service, Gantner Connect, which will allow health clubs to replace membership cards and wristbands with smartphones that have NFC (near field communication) technology.
When members join or pay for a one-off class or session, they will receive authorisations through an app which will allow them to sign in to the club, open/lock doors, turnstiles and lockers, as well as pay for products and services via their phones, which will be linked to an account. Members will no longer need to bring wallets, cash or membership cards to the gym and won’t have to wait in queues to check in or pay.
From an operator’s point of view, it means greater opportunities for customer engagement, as notifications about special offers and promotions can be sent via SMS. It will also boost the bottom line for clubs, as administrative costs are reduced, while the pre-paid function and cashless purchases, as well as the prevention of shared membership cards, will result in increased revenues.
We think there’s a demand for such a solution because all young people have smartphones, like to be connected and like to self-serve online. The first clubs to adopt the technology will be those targeting young people.
“Members will no longer need to bring wallets, cash or membership cards to the gym and won’t have to wait in queues to check in or pay”
Sean Maguire,
MD,
Legend
We’ve created a new, contactless self-service kiosk that’s just about to be rolled out with one of our clients. It will fast-track the front of house, allowing customers to bypass the queue at reception.
Customers will be able to look up any products or services the club sells, and make a contactless payment of up to £30 using either a phone or a debit card. For customers, it offers greater convenience and means they don’t miss any of their workout by being held up in a queue. It also frees up staff from the time-consuming processing of small repeat transactions.
Clubs receive most of their revenue via direct debits, so we’ve recently put a lot of work into making this process as streamlined and efficient as possible, not just for collecting memberships but also for collecting subscriptions for other services such as personal training packages and swimming lessons.
Improving the efficiency of direct debit collection improves customer service, boosts revenue and cash flow, and removes a potential friction point. Our solution can be worth up to a 4 per cent net increase in direct debit revenue for customers.
Our system also allows clubs to collect direct debits from multiple sites and multiple contacts in one go, meaning no duplication of effort, reduced administration costs and fewer mistakes.
Hugo Braam,
CEO,
Virtuagym
Nowadays, consumers are used to having information at their fingertips and being able to book things on the spur of the moment, so gyms need to meet this expectation.
In response to this, we’ve just launched a new in-app web shop which offers an integrated payment solution, allowing members to buy and renew credits for personal training sessions as well as buying physical and digital products and services.
This is the functionality our clients have been waiting for, because it offers greater convenience for the customer and will therefore improve conversion rates. For example, if a member is trying on a pair of jeans in a store and feels frustrated that they don’t fit, they can immediately book and pay for a personal training session via the app while they are still in the store dressing room. If they wait until they go to the club, they may have lost the impetus.
Our clients had already found that offering their members the chance to book personal training online pushed PT bookings up by 10 to 15 per cent. However, once the package had ended, members previously needed to go back to the club to book another course of sessions. This app will make booking a personal trainer even quicker and easier, and allow for spontaneous bookings.
Ivan Stevenson,
MD,
Debit Finance
One of the things we’ve been working on is My Payments, which makes it easier for our clients’ customers to get up to date if they miss a payment for their membership. Previously they needed to ring the call centre to pay over the phone, or else send a cheque. Now they’re sent an SMS with a URL link, so they can go online and pay straight away.
This saves members the inconvenience and embarrassment of having to make a phone call, and delivers a better and more efficient service. From the operator’s point of view, it means less time spent on admin and better management of members’ payments. Actions from customers to settle up missed payments has increased by 15 per cent in clubs that have introduced My Payments.
We’re now planning to evolve the system to allow members to self-serve, as well as integrating with apps so members can bring their payments up to date through their club’s app.
We’ve also been working on our online joining portals, and particularly on improving the upsell. When someone joins, they’re now automatically asked questions like: do their children want to join for their junior offering, or do they want to purchase additional services such as personal training? Google Translate has also been added following feedback from clubs in multi-cultural areas.
