annually. Driver also suggests tracking your merchandise sales on
a daily, weekly and monthly basis. By tracking your merchandise
sales per join on a daily basis, you are able to detect if the staff is
presenting the sale offer to the customers. If there are no sales,
Driver says to coach managers to watch the staff to make sure
they are properly presenting the product in the future.
Now that you have established what your membership base
desires and what you need to provide, it is time to market your
products. Visual displays, a focus of any sales tactic, is a critical
component most club owners already have in place. However,
these displays vary greatly across the PF community and can take
the form of purely physical display cases to fliers, and their impact
greatly depends on format and getting the attention of the target
audience. Driver suggests putting the products in front of the
customer so they can see and touch them, but to be effective, this
must be coupled with asking the customer questions about their
goals.
Planet Fitness® clubs with strong ancillary revenues and,
hence, higher revenue per member, report higher retention levels
because their members have more invested in their membership
and are more engaged. Neglecting to re-evaluate your ancillary sales strategy could cost your clubs a substantial amount of
revenue and affect member retention. So, don’t delay! Ensure you
are getting the most out of your ancillary sales by reviewing your
ancillary sales strategy and communicating with your staff the
importance of these goals. G
GearedUp | 2016 Issue 2
57