PRODUCT NEWS
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| Collaboration, not aggregation, is the message |
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| 25 Sep 2019 . BY Lauren Heath-Jones |
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Our priority is to collaborate with our partners, it is not to own the customer.
– Justin Mendleton, commercial director at MoveGB |
MoveGB is a collaboration-based platform, but being a platform, one of the common worries we hear from our partners is about loss of customer ownership.
Normally the question we hear is: “What happens if you get in the way of our relationship with the customer?”
Often, we hear this from those partners who have a larger national footprint and are historically more established in the market. And it is totally understandable, owning that customer relationship is the way the value chain in our industry has historically been founded.
However, unlike brands operating as aggregators or discounters, our priority is to collaborate with our partners, it is not to ‘own the customer’.
Why?
Because we are supremely confident that partnering with Move will create extra value for our partners anyway. And we have plenty of evidence to back that up.
We create extra value because the Move model attracts new customers to the partner, customers who have a big appetite for variety in their fitness regimes. Often what happens is that many of these new customers become direct customers for the partner. And we’re fine with that!
We recently undertook an exercise with one of our key partners, Parkwood Leisure. The research found that over a two-year period, as well as generating thousands of pounds in new revenue for Parkwood through the addition of Move customers, the new arrivals also converted into 1320 new direct customers for one of their sites over a two-year period.
So this is a great example of what we like to call the triple win or win-win-win. The customer is happier and healthier, the partner sees new revenue surge and Move grows along with them. And that’s what we mean about being a collaboration platform.
MoveGB creates value for its partners by attracting new customers
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