Published: Monday October 7, 2013
Written by on News
Technology will be used to deliver intelligent marketing services in order to increase customer engagement
GBGroup, a global leader in Identity Intelligence, has announced that Fitness First, one of the largest privately owned health club group in the world, and Simpson Travel, The Guardian Travel Awards best online booking service, have selected its Single Customer View product to deliver marketing services to their clients.
GBGroup will provide Fitness First with marketing campaign management services, to offer an intelligent, insight-based approach to marketing to clients across its 80 UK gyms. This will include analysis of the levels of engagement of Fitness First's customers, giving the company data to inform marketing campaigns and loyalty schemes.
In its six month trial consultancy with GBGroup, Fitness First was able to generate 18% more visits to its gyms across the UK through data-led direct marketing. The tailored marketing also resulted in an increase of 14% in visitors to the gym. Following this impressive consultancy period, Fitness First has decided to begin rolling-out GBGroup's Single Customer View product with immediate effect.
Simpson Travel, winner of the British Travel Awards' best small regional luxury tour operator and best small family holiday company, has also selected GBGroup to deliver its marketing database and campaign management. GBGroup will lead on direct marketing campaigns with integration with Simpson Travel's CRM and call centre platforms.
The Single Customer View product has the ability to segment existing databases based on geodemographic and behavioural characteristics, using this information to identify target audiences and deliver highly targeted and relevant campaigns. It also enables modelling of identity databases to ensure that business decisions are based on a combination of quantifiable data and insights, rather than simply speculation.
David Jones, Marketing Director at Fitness First said, "We want our members to keep visiting to get the most out of their membership so it's more important than ever to offer engaging, personalised and relevant communications. GBGroup is helping us make sense of our high volumes of customer data, in order for us to offer our customers the best service possible. Our work with GBGroup has already helped us improve our service and we look forward to working with them on a permanent basis."
Nick Brown, Managing Director of GBGroup, said, "Fitness First and Simpson Travel are examples of a growing trend in the leisure industry. With huge amounts of customer data, this industry in particular is increasingly exploring ways to understand this data in order to offer their customers the best service. Both companies received significant ROI through a trial consultancy with GBGroup and have now selected to roll out our Single Customer View product."
The most profitable and successful organisations recognise the value of understanding the individual identity of their customers and employees. GBG combines this concept of identity with technology to create an environment of trust, so that organisations can employ people and connect, communicate and transact with consumers, safely and responsibly.
We call this Identity Intelligence.
GBGroup’s Identity Intelligence solutions include:
Register & Verify - International software and services for quick and accurate customer registration; and the verification of identities of individuals & businesses remotely.
Cleanse & Engage – Innovative software and services which provide accurate and up-to-date identity information to deliver improved intelligent customer contact strategies.
Employ & Comply – Thorough background checks through online verification and authentication of individuals enabling organisations to safeguard, recruit and engage with confidence.
Trace & Investigate – Leading software and services which provide the most accurate and up-to-date picture of the UK’s population, properties and businesses to quickly locate, investigate and contact the right individual, first time.
For any further information, please contact:
Kei Hau, GBGroup
Tel: +44 (0)20 7428 1253
Paul James, Bite Global
Tel: +44 (0)208 834 3402