Posted on by Judy

Using the business Fitness Center/ Gym, provide a 600 word count submission on what strategies you would use to retain both business to business and business to consumer customers. Provide at least two external sources that support your statements on customer retention (websites/ must have url)

Marketing strategies are of two typers-
1. Business to Business
2. Business to Consumer
Business to business customers means the parties involved in it are business organizations itself.The final consumer is also a business organization.This means one business sells it business to another.For example a wholeseller is selling its products to a retailer.
For an organization into gym B to B commerce might include leasing its machines to any corporate who have maintained a fitness centre in their premises.
Strategies to retain B to B customers in this sector includes-
Provide after sale services to the organizations who have taken the equipments on lease.After sales services may include provide regular maintenance of the equipments let out at regular intervals.
Provide fitness trainers in their fitness centers. This would motivate the employees to continue for a longer period of time and keep them active at work too.
Provide corporate plans to the organizations. Corporate plans may include additional discounts based on the subscription period taken by the organizations.
Undertake corporate tie ups with the organizations or health clubs. This may include additional discount based on the number of customers joining the gym.
Undertake regular health check up programme in the organization to keep the employees updated about their fitness.
Provide family discount plans on joining to the employees of the organization.
Take help of any other organization engaged in promoting other business.For example Just Dial
Update or provide blogs or articles about the gym or fitness center.For example Google blogs
Tie ups to provide discount coupons or online payment cash back offers.For exapmle Nearbuy.com or Paytm.
Business to Consumer means the end user is the customer itself.The customers are the end users of the products and services. The business-to-consumer as a business model differs significantly from the business-to-business model, which refers to commerce between two or more businesses.
Strategies to retain customers under Business to Consumer customers are-
Provide free or discounted subscription for personal trainers to the members joining the gym.
Provide free trial period to the customers interested in joining.
Provide reward points to the members who refer the gym to others.
Provide group discounts to the customers ,since the best motivation for any person joining the gym is a company with whom he can continue his daily workout and be regular.
Streamline the payment process through an app or any software,this would help the members to pay their monthly membership easily on time with less time and work.
Regular check ups to track the progress of the members will help the to be motivated to work more and continue their memberships.
Regular feed back from the members about the gyming tools and trainers.This will make the customers feel that they are important for the company.
Provide discounts and coupons to members when they achive any target of weight maintenance.
Provide additional recreational facilities to the members like Yoga,Zumba,aerobics,steam etc.
Work on the feed back provided by the members of the gym.
There are many organizations who advertise other business.They not only provide the contact detailsbut also provide customer reviews and feed back about the fitness centers.Further there are organizations who get associated with these fitness centers and provide discount coupons as a means of advertising the same.Certain companies like Suzlon Energy limited ,Infosys have corporate tie ups with many fitness centers.Thus they are the perfect examples of Business to Business ,Business to consumer strategy for a fitness center.
Below are the links for reference as asked for in the question-
https://www.justdial.com/Pune/Gyms/nct-11575244
https://www.nearbuy.com/offers/mumbai/fitness
 
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