PARKWOOD LEISURE ENHANCES CUSTOMER EXPERIENCE AS PART OF DIGITAL TRANSFORMATION AWARD WIN

November, 2022 – Parkwood Leisure’s new data-driven, customer-focused digital strategy has seen participation numbers boom and online sales nearly triple in 2022. As part of this strategy the company won ukactive’s Digital Transformation Award in June.

The new strategy was developed to solve real-world problems with digital solutions, enabling members to easily connect with their local leisure centres through simple onboarding processes and effortless self-service bookings for a range of health and fitness activities.

Working closely with user research company Mace & Menter, who uncover valuable customer insights through rigorous research-led discoveries, a three-month research project was conducted to generate a pathway for the company’s digitally led marketing approach. 

The participants in the research covered a broad range of users; from prospective customers, to new, long standing members, swim only and pay as you go customers, helping to form an understanding of the digital needs of each of these groups was vital in the decision making behind the new approach.

The research suggested that customers wanted to easily connect with their leisure centre and its systems through a clear, simple joining and onboarding process before then going onto being able to manage their membership through effortless self service.

Parkwood’s digital solutions centred on the launch of a brand new website and CRM system with the focus on a seamless onboarding process and ensuring specific, accurate information about the leisure centres was available to customers. The website was delivered by CMS providers Magnolia who centre their technology around ‘headless content management’ meaning the Parkwood digital teams have full flexibility to design and build solutions in line with the business’ needs.

Since the website launch, unique page views have increased by between 25%-35% whilst bounce rates have decreased between 15%- 25% but the largest impact has been seen in a 197% increase in online sales since 2019. 

Working alongside app providers Innovatise, replacing and redesigning the app enabled members to manage their memberships more easily – booking classes was made easier and their membership profile was available to look at, at the touch of a button. Tablets have also been introduced at the leisure centres to simplify and automate the in-centre sign up process. 

As a result of the overhauls, 100% of new customers are now set up with online accounts. A 27% increase in class bookings via the app has resulted in a higher participation rate in classes across the centres. Users are also happier with the new experience, with the app store rating increasing to 4.5. 

Parkwood Leisure was ‘highly commended’ for the Digital Transformation Award in 2021, before going one step further in 2022 by winning the award, beating their rivals in a highly competitive awards category. 

Glen Hall, Managing Director at Parkwood Leisure has said:

“I am delighted to see the results of all of the hard work that has gone into transforming our digital platforms. It’s been a long journey and we’ve been working hard to ensure our customers and community members receive the best possible experience, both when using our facilities directly, and booking classes online. We’ve made it easier than ever before to engage with the local community, and have enjoyed hearing some great feedback from our members.

It was an honour for us to pick up the Digital Transformation Award at the ukactive awards and I’m proud to see the dividends of all the work that has been done.”