Blink Fitness wanted to find a unique and ownable way to add value through their digital experience. As they looked to create a new experience to enable members to manage their health and wellness, expanding the role that Blink played in their members' lives, it was critical for us to understand individual needs outside of purely exercise.
We created a data environment to capture all member interactions within the app including an on-boarding questionnaire that identified their ambitions and goals, and their environment when interacting (location, time of day). This evolved to include account information, gym visits, classes booked and other channel interactions to increase the knowledge of the members.
Our approach consisted of four main areas:
1. Capturing everything that members do across the ecosystem – in the physical gym environment with NFC tags around machines, scanning member cards or digital across the app, accounting and payment systems all aligned to a single member ID
2. Analysing the data to identify common behaviours and groups of members acting in similar ways to inform new features, content and services that delivered value back to the members
3. Modelling the data to predict the potential success/failure of new concepts before they were implemented
4. Activating the use of data with more complex personalisation business rules, sharing enhanced profiles for communication segmentation and reporting at a deep level of member knowledge.
The data was used in a number of ways, both to provide insight into the members and to drive a more personalised experience for each member, by:
Identifying the areas that members were interested in to recognise content needs and opportunities. For example, although some members said they needed exercise support the data told us that they actually wanted more support in nutrition.
Identifying common content groupings that members view to create a new element of the experience that presented Collections as a bundles of content and services rather than individual
Identifying times of day and location, and how the consumption of content changed within member groups to create an adaptive experience as members engaged to present the right type of content in the right format when they interacted
Identifying clusters of behaviour when a service promotion would be relevant to drive additional revenue
Be right back with results.