Vivimos una revolución tecnológica impulsada, sobre todo, por el vertiginoso desarrollo del mundo digital. Esta revolución está cambiando nuestros hábitos de consumo y los procesos de compra que atravesamos. De hecho, el crecimiento del e-commerce en España el año pasado fue de más de un 23%, superando la cifra de los 22.000 millones de euros, pero ¿Pueden ser los centros deportivos una forma de e-commerce?
A la vista de la evolución que se está experimentando en muchos sectores -véase el de viajes, hoteles, música, etc.-, existe la idea por parte de muchos operadores de que en el futuro todas las altas en los centros deportivos se realizarán online.
En este sentido, muchos gimnasios ya ofrecen la opción del alta online o incluyen toda la información de sus precios en la web. En esta línea, cuando interrogo por los motivos que llevan a los centros deportivos a tomar esta decisión, las respuestas suelen ser del tipo:
- “Porque en el futuro todo el mundo se inscribirá online”.
- “Porque algunas cadenas destacadas lo están haciendo”.
- “Porque en otros sectores se está haciendo”.
- “Porque los clientes no quieren perder tiempo en venir al centro para averiguar los precios”.
- “Porque nos ahorra tiempo y dinero”.
- “Porque así el cliente ya sabe lo que se va a encontrar”.
Ante estas afirmaciones, se me ocurren algunas preguntas:
¿En el futuro, realmente todo se va a comprar online? ¿También el vestuario a medida, el pan, las obras de arte, las joyas, las cenas en los restaurantes, los productos de consumo compulsivo como un helado o una golosina, etc.? ¿Sabemos de negocios, como los supermercados, que están perdiendo dinero con la venta online? ¿Va a dar igual el precio o la necesidad de prueba o el tipo de público al que va dirigido, si es low cost o premium? ¿Todo esto va a suceder en 1 año o en 5 o en 20 años?
Las cadenas de aparente éxito, ¿realmente están teniendo éxito? Y si lo tienen ¿es gracias a su estrategia digital o incluso a pesar de no tenerla o tener una equivocada?
¿Es lo mismo vender productos que servicios? ¿Es lo mismo vender algo que se envía que algo que requiere que te traslades para consumirlo? ¿Es lo mismo comprar algo de uso puntual o efímero que algo de compra recurrente o para un uso a muy largo plazo?
¿Realmente son mayoría los potenciales clientes que exigen saber los precios antes de ir a visitar el gimnasio? ¿Lo tienen cuantificado y verificado?
Un consumidor que no está dispuesto a venir a mi gimnasio a conocer todo nuestro valor e informarse de nuestros precios ¿Es mi cliente?
¿Confío en que mi web y mi proceso de venta online es tan bueno que los clientes se van a inscribir sin necesidad de venir primero a conocer el centro y sus servicios? ¿Estoy dispuesto a perder muchas opciones de cierre de venta en el día de la visita porque la visita ni siquiera llega a producirse por el efecto disuasorio de los precios?
¿Es rentable ahorrar en procesos de gestión de altas a costa de hacer menos altas?
Si pones tus precios en la web, el cliente ya sabe el costo económico pero ¿sabe realmente lo que implica ser socio de tu gimnasio? ¿Estará dispuesto a pagar sin haberse enamorado antes de tu gimnasio?
El día que contemos con webs diseñadas para seducir y enamorar al potencial cliente sin necesidad de que nos visite físicamente y con un itinerario virtual basado en neuromarketing y psicología del consumo digital, que provoque la inmersión del visitante a la web en una experiencia capaz de inducir las emociones que activan el botón de compra (el desarrollo de la tecnología de Realidad Virtual lo facilitará mucho en unos años), muchas de las preguntas anteriores habrán quedado respondidas y sí, probablemente, debamos tener los precios en la web y un mecanismo de alta online.
Mientras tanto, mi recomendación es contar con criterios lógicos que marquen la estrategia digital y decisiones tan cruciales como la venta online o la inclusión de los precios en la web o la venta de sesiones “pay as you go” (pago por uso).
Estos criterios deben incluir:
– El posicionamiento de marca y la imagen que se quiere transmitir al potencial cliente así como conocer a la persona, su geolocalización y sus conductas, para contar con una propuesta única de valor REALMENTE DIFERENCIADA.
– La definición de objetivos de conversiones de la web en favor de altas online o de logro de solicitudes de información/visitas y la consecuente estrategia de formularios y CTA´s (llamadas a la acción).
– El proceso de compra desde su origen (probablemente en una búsqueda de Google) y la búsqueda de acortamiento del plazo de decisión una vez que el prospecto ha alcanzado su momento álgido de motivación (teniendo presente la cantidad de posibles contingencias que puedan enfriar esa motivación e inducir a la postergación). En este sentido, cabe estudiar dónde y cuándo tenemos más probabilidades de lograr ese momento álgido de motivación que induzca a la compra inmediata.
Dependiendo de estos criterios, se puede llegar a diferentes líneas de acción que vayan desde modelos de venta acelerada online a tácticas de logro de visitas mediante formularios en la web para cerrar las ventas en el gimnasio.
En cualquier caso, cabe analizar soluciones intermedias como la venta online para recuperación de socios que ya conocen el centro o facilitar los precios previa obtención de datos clave, aplicando ciertos filtros y con una técnica de inteligencia artificial (uso de algoritmos) para no ofrecer todas las opciones, sino las más interesantes para un cierre rápido de la venta y, en su defecto, contar con ases en la manga (aceleradores de cierre) para el caso de que el interesado visite el gimnasio después de ver los precios de la web.
NO DECIDAS POR LO QUE HACEN OTROS, DESARROLLA TU PROPIA ESTRATEGIA.
Sebastián “Chano” Jiménez es Autor del libro “Vended Malditos Benditos”. Doctor en Economía, Máster en Gestión Deportiva. Máster en Dirección de Empresas y Consultor de Centros Deportivos. info@chanojimenez.com // chanojimenez.com
Texto publicado en la edición Nro. 89 de la revista Mercado Fitness – Año 2018 – Julio / Agosto
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