Mobile rewards – Fitness First

Mobile rewards – Fitness First

Idealogy just recently completed its second mobile site for Fitness First – the First Club mobile site.

No pressure then!

One of the reasons this new site has been so long in development is that we have been maxed out with a number of ‘marquee’ sites and user experiences for major B2B and B2C customers – like Simple, Fitness First, Lifetime Awarding, Paperlinx, Millbrook and FastLane. And as with all things, success breeds success.

Fitness First goes mobile…a second time!

Fitness First was the first Idealogy client willing to experiment in the mobile arena way back in 2007/08; a long time before the rest of the market caught onto mobile applications.

The fast-growing Smartphone market of 09/10 and some significant analytical research by our digital team proved, beyond doubt, that a large proportion (10% and growing) of Fitness First’s online visitors came via a mobile device and current trends prove that this is only set to increase in 2011.

We approached them with a proposal to convert the most useful parts of their site into a mobile version, whilst still running it from one centralised source for easy administration. This solution, alongside a cost effective estimate with a strong ROI, made it relatively straightforward for them to give us the green light.

The actual project is fairly simple design-wise. Mobile sites need to be slick, responsive and easy-to-use while still emphasising the brand, so simplicity really is the key, as, to date, Smartphones still aren’t the fastest things in the world. Then the important considerations are good clean coding, testing and finally, speed to launch. This we duly achieved and the site is now live. If you visit www.fitnessfirst.co.uk on a mobile you’ll now be directed to the new mobile version of their site.

Posted by Simon Johnson

Fit for Purpose – 05.10.10 Fitness First revolutionise the ‘Join On-line’ experience for new members

Back in 2007, when joining any fitness club on-line was a very new and, often, traumatic experience, Fitness First, were one of the first to break new ground. Their initial foray into acquiring and retaining membership through a simple, web-centred system was innovative, worked well and gave them the impetus to adapt and improve – knowing full well that development of the function would generate more on-line membership, better customer data and a platform for increased and improved recruitment and membership campaigns.

Essentially, the process began 3 years ago when the first system went live and today, as part of an overall Fitness First site re-skin, a completely new 1-page click selection system is going live. And it’s a game changer! It’s been designed to revolutionise the ‘Join on-line’ experience and organically link to member promotions, offers and discounts with a simple click-through function. And the 3 pillars of effective web design apply; it’s so much more user-friendly, it uses the latest technology appropriately to enhance, not hinder, the user experience, and it is already improving the commercial effectiveness of the business.

Oh! And Idealogy helped with usability, design, development and deployment for all of the front and back-end systems and also the ‘go-live’ process with the internal teams at Fitness First. And it all works – right first time and completely fit for purpose!

Posted by Simon Johnson

A real first for Idealogy! FIRST CLUB. Helping Fitness First make fitness pay for itself!

Here’s a breakthrough moment!

How much more regularly would everyday fitness enthusiasts go to their clubs if they also had access to a basket of other great benefits on top of the obvious health improvements? The more you train, the better-off you feel!

That’s the theory behind Fitness First’s FIRST CLUB and the cue for Idealogy to get involved with the online function for this powerful Member Benefits programme.

FIRST CLUB provides committed members with value-based offers, discounts and rewards at many High Street, Travel, Energy, Insurance & Lifestyle brands that soon add up. All Members are entitled to FIRST CLUB member benefits and those members who have been with the club for over a year are automatically upgraded to FIRST CLUB + where they will benefit from another level of rewards.

Working with initial concepts from the Fitness First internal team, Idealogy were tasked with creating a sympathetically branded web environment as a home for this fantastic campaign.

The Fitness First UK site already attracts over 100,000 visitors per month and FIRST CLUB has been designed from the ground up to say ‘Thank You’ to all members and to reflect membership needs as they migrate through the benefits offer.

Idealogy, already the creative and management resource behind www.fitnessfirst.co.uk, has huge experience in web-based customer experience marketing and the FIRST CLUB challenge went live in record time, due to fantastic cooperation from the Fitness First internal marketing and digital teams.

Is that what they mean by being first to market?






Posted by Simon Johnson