The Client:

Sheffield City Trust – provider of recreational facilities across Sheffield

The Brief:

• Get to know who the customers are – find out a little about their leisure and fitness habits and drill into their behaviours 

• Understand their behaviours and what this means versus value and engagement 

• Map their potential growth to determine where the emphasis of the relationship should be 

• Develop appropriate journeys to lead them into a mutually valuable relationship 

The Challenge:

Sheffield City Trust operates different membership types as well as lessons and walk-ins, across a number of sites spread over the city offering a range of facilities and specialisms, alongside general leisure centres. 

There is a very broad spread of differences in the membership type from different sign– up sites.

Three separate customer bases exist, with reasonable overlaps but are mainly independent. 

Our Approach:

Exploratory analysis based on a combination of the three databases presented a number of insights and data findings split by customer cohorts, activity groupings and a tertiary layer of added activities including food and beverages. 

Alignment of all customer behaviour into a SCV, then built a segmentation that recognises the relative positioning of Sheffield City Trust as a leisure and fitness provider, grouping customers into homogenous sets to inform the CRM strategy. 

Translation of  the insight into a customer strategy that drives the communications for retention and growth at a customer level. 

Our Output:

Key strategy driving insights previously hidden within the data: 

• As to be expected, there are many patterns of visit, both in intensity and regularity  

• But multiple visits do not necessarily correlate with higher values. 

• And catchment areas have a different shape and bias. 

• Customers split into membership types, of which less than 20% of customers were active in this period (excludes the non-subscribers) 

• Site differences in revenue and performance are due to location, customer behaviour or both 

• Identification of households has proved to be an important part of understanding the customer’s relationship with Sheffield City Trust

Uniquely designed segmentation, based on a foundation of behavioural dimensions examining why an activity is chosen and ultimately, why choose Sheffield City Trust.

Resulting in seven discreet and homogenous types of customer behaviour to differentiate opportunities and treatments for growth