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promotion: Legend
Cyclopark steps its online offering up a gear with Legend Kent-based operator of world-class cycling facilities teams up with Legend Leisure Services to transform its online customer journey, resulting in a dramatic increase in visitors, page visits and online bookings since July 2016
I
n early 2016, recognising the increasing
for the depth and breadth of our offering,
popularity of cycling as a great British
and make the online customer journey slick
sport and wanting to capitalise on the
and easy – from finding information, asking
busiest period in its calendar year – a
for help, to booking and making payments
summer holiday which coincided with
online. In addition, we wanted to have a
the 2016 Olympic Games – Cyclopark
single system that brought everything
decided to undertake some work to
customer-focused under one umbrella.”
revitalise its online customer journey.
As an existing user of Legend Club
Cyclopark offers a diverse range of
Management Systems, the move to Legend
cycling tracks and cycling-based fitness
as its website developer was a logical one.
programmes, from a world-class BMX track,
“Legend has great industry knowledge,”
road track and mountain bike trails, to a
Howard says. “They understand how our
skate park, cycling, and other fitness classes.
customers behave and know what they
However, its website at the time
need from a website. Plus they offered
poorly demonstrated the extent of the
us the ability to fully integrate bookings,
offering. Customers had difficulty finding
membership and our website for a seamless
that integrated with Cyclopark’s Mailchimp
information and booking activities online.
customer experience.”
marketing automation tool; and a fully bookable online system.
In addition, Cyclopark wanted to increase return visitors and transform repeat
The Solution
visitors into long-term members through
The first phase of the project was to identify
strategies using the wealth of customer
more defined customer marketing.
key objectives and model the various
relationship management (CRM) data, online
customer journeys. Legend developed a
sources and behavioural insights, Legend
The Challenge
fully device-responsive website optimised
implemented a range of customer journeys,
Lenette Howard, marketing manager,
to include best practice guidelines. These
aimed at increasing customer retention and
Cyclopark, comments: “As our main customer
included live timetables and membership
cross- and up-sell opportunities.
facing presence, we knew that our website
options; a chat function for those visitors
Different communication channels such
could work far more effectively for us. We
seeking additional, immediate support;
as email and text messaging were also
wanted to be able to give visitors a true feel
the option to subscribe to a newsletter
considered to boost engagement. Not only are
Legend’s engagement has been second to none, the solution they have developed looks and feels fresh 42 Issue 128 November/December 2016
In addition, employing data driven
the journeys automated as much as possible, saving time, but they can also be adapted to respond to customer engagement. Capturing prospect data from the website also allows opportunities fo r re t a rg e t i n g c u s t o m e r s w i t h sportsmanagement.co.uk