Why New Luxury Leisure Providers Need to Prioritise Integrated EPOS Systems
The luxury leisure industry is growing fast, as consumers with stressful lives and healthy disposable incomes embrace the wellness trend. Whereas once, consumers would head overseas for a short break or spa weekend, busy career people are now opting to make full use of luxurious local leisure facilities offering high-end beauty treatments, spa services, fitness programmes, nutrition and more.
The luxury leisure industry is growing fast, as consumers with stressful lives and healthy disposable incomes embrace the wellness trend. Whereas once, consumers would head overseas for a short break or spa weekend, busy career people are now opting to make full use of luxurious local leisure facilities offering high-end beauty treatments, spa services, fitness programmes, nutrition and more.
Today’s luxury leisure centres now have two categories of customer to serve – members who pay a subscription to use the facilities on a regular basis, and guests who may be on-site with a member for a one-off occasion or to take advantage of an onsite food and beverage offer or merchandise outlet.
This means that leisure businesses need to be able to capture a wide array of data sets in real time for later interpretation, analysis and decision-making.
Today’s cutting-edge EPOS – or Electronic Point Of Sale – systems facilitate this need by offering powerful data capture and reporting capabilities that span every area of the business, giving a full picture of sales activity across every service offered. For example:
Reporting and revenue growth
The latest EPOS systems provide greater scope for custom reporting and for identifying opportunities to grow revenue. This can be done by identifying products and services that sell regularly to certain member profiles, for example, or at certain times of day or points in the week. This allows savvy marketers to place POS promotions accordingly at strategic times and locations when target members are likely to be in the facility, increasing sales opportunities and conversions.
Retail across the business
The systems support retail opportunities across the leisure facility, whether that’s in the form of a member buying a coffee or branded hoodie or upgrading their membership, or a visitor buying a day pass or lunch with a paying member. Again, the business gains rich insights into buyer and member behaviour, providing valuable information to strategise sales and marketing campaigns on a rapid, responsive basis.
Customer profiling
Data captured in the POS system allows businesses to carry out detailed customer profiling. By clearly understanding the characteristics, needs, wants and desires of their customer groups, leisure businesses can better target them with clear and defined niche offers that better satisfy each group – and which grow revenue in the process.
Customer experience
Is there anything more important in today’s leisure and services industries than customer experience? Again, the latest EPOS systems come into play to deliver value-added services such as cashless purchasing (ideal for members who have locked their bags away in lockers whilst on site) and faster transaction times – combined with contactless payment, tailored offers and discounts across every element of the business during the customer visit.
This same technology also facilitates the creation of desirable loyalty programmes and member offers, recognising members at each touchpoint of their on-site visit, from cafe bar through to shop or venue hire, and ensuring that they are given an offer that they are likely to respond to. The result? A greater number of transactions and a higher spend per transaction.
In short, today’s EPOS systems offer a degree of customer insight and targeting that has never been available at the touch of a button before, allowing luxury leisure businesses to grow their margins in new and profitable ways. To find out more and to see the benefits for yourself, please contact the team at ECR for a tailored demo.