Once the existence of a customer need has been ascertained, the company operates backwards, first deciding how to satisfy the need itself, then realizing the products or services that will allow it to satisfy such a need.
The metamorphosis of customer needs
- A first phase of product orientation, in which the only focus was to offer a product of acceptable quality at an affordable price;
- A second phase of sales orientation, in which aggressive commercial policies generated significant increases in turnover in the short term, but also a low level of loyalty and a high turnover rate, accompanied by a high sensitivity of the customer to price;
- A third phase of marketing orientation, characterized by a shift in focus on the relationship, rather than on sales, in the belief that success is mainly the result of satisfying the needs and exceeding the expectations of the consumer.
The experience of using a product or service is in indeed becoming the centre of the customer's interest, which due to its mutable and subjective nature, makes the new consumer extremely relativist. Therefore, the focus should be on the context of use rather than the goods or services, and on the types of experiences rather than on the attributes of the product.
Therefore, it is imperative to propose an immersive and memorable experience, with a high symbolic content, able to involve the customer on an emotional, physical and intellectual level, adding new dimensions to the offer of products or services.
The metamorphosis of fitness centres: experiential marketing
For companies, exalting in each good the added value in psycho-physical terms will help to justify the premium value of their offer, to validate a "luxury" increasingly perceived as "necessary", a new paradigm in which generating a memorable user experience becomes the true driver of choice.
- can be identified as a valid tool for a restyling of the club's image, differentiating its offer;
- it can increase the level of member satisfaction and as well as attract more diversified market segments
The service provided by a modern Fitness Club in the minds of today’s Prosumers is no longer limited to material benefit, but invests many energies to achieve self-determination for the user himself: by purchasing of the service and frequenting a given environment, the customer comes to outline his identities and feed his self-esteem through social self-awareness, or through self-reflections based on experiences shared with others.
The "top of the line" concept that is preferred today is aimed at ensuring an inner happiness not only through physical well-being, but also through personal gratification, redeeming oneself from the peremptory and repetitive rhythms of everyday life.
It is therefore not particularly surprising that, in a society that has reached a high standard of living, first the needs of belonging and then of esteem - including the need for self-esteem and fulfilment, come to take on particular importance.
How online communities have changed wellness
The relationship between companies and their public has quickly and radically changed, with the unprecedented opportunity offered to the latter to guide the choices of the former, impacting so decisively on the definition of business models to be able to decree their success or failure.
The birth of new forms of community involves a metamorphosis also in the marketing strategy of companies, driven by the need to establish a non-hierarchical communication relationship with their consumers.
In this scenario Fitness Clubs can play the role of new social aggregators, proposing themselves as communities of interest: for example, through the organization of events or the creation of special, dedicated, exclusive and inclusive spaces, able to bring together people with the same passions
The Club is thus a pretext for new forms of inter-classist and intergenerational communalism, touching on the deepest needs of the new communities of interest. Similarly, service use is not the only element of the experience offered to customers, as it also generates familiarity, thus becoming a real instrument of social aggregation.