Perkville Blog

Perkville Blog

Perkville and Barre: A Member Referrals Dynamo

Editor’s note: This article originally appeared on the MINDBODY Online blog, and is republished here with their permission.

The Body Barre is a thriving dance-fitness studio in Denver, Colorado. Founded in 2012, the studio has been a labor of love for co-owners Jen Rehm and Nadia Walker-Arnold: they bonded over Barre, a challenging, slimming and never-plateauing workout.

image

“It’s such a great space,” Jen said. “People know Pilates, yoga and ballet, and when you explain Barre as a combination of those three, they instantly get it.”

The business at their original studio is so successful that Jen and Nadia opened a second location.

But while Barre is a national trend, much of their new business comes via word of mouth. Jen and Nadia knew they needed to carve out a market niche by incentivizing referrals. And with a nearly all-female audience, they needed to leverage social media.

Jen and Nadia turned to Perkville for help.

Featuring ready-made integrations with Facebook and Twitter, Perkville makes it easy for members of The Body Barre to tell their social networks about the club—and get points for doing so. The Body Barre members can also invite their friends directly from their Perkville accounts and get rewarded if those friends sign up.

Beyond the direct benefits, Jen believes there are indirect ones, too: Denver is a competitive market, and a loyalty platform lets her studio stand out from the crowd.

“People want to be recognized for their loyalty,” she said. “They’ve come to expect it. Perkville allows that, and it’s really easy.”

Perkville also helps The Body Barre with member retention. Several members of the studio redeemed their Perkville points for one-month memberships after their contracts were up.. With a bridge between renewals, members are more likely to rejoin.

But by far the biggest perk, Jen said, was just how easy it was. Perkville has an out-of-the-box integration with MINDBODY and required no additional staff.

“There were no membership cards, kiosks, or special software,” she said. “We just decided what to incentivize, with how many points and what rewards to offer.”

The results speak for themselves. They’ve seen 50 to 60 social interactions a day, members redeeming points to bring in family and friends and a huge bump in referrals. The studio is even hosting Facebook contests with Perkville points as the prize.

And while Perkville helps the business, Jen and Nadia are free to focus on what they love: introducing women to dance, Barre and the fitness that changed their lives.

image

* Perkville is the leading member loyalty and retention program for gyms, retail, salons and more. Through readymade integrations with membership systems, Perkville automatically rewards customer visits, tracks referrals, drives social media, and more. Perkville is free for users, and offers monthly subscriptions for businesses.

Not on Perkville yet? Click here to get started.

Partner Spotlight: EZIA Coaching

A big part of Perkville’s value comes from its partnerships. For businesses our integrations with point-of-sale and customer management/scheduling softwares mean a rewards & loyalty program is just a few clicks away—ring up a sale, check in a member, and the rewards are automatic. But Perkville is about so much more than POS. Recently we announced our integration with Listen360, an awesome customer feedback engine. Today we’re excited to highlight another integration: EZIA Coach.

EZIA Coach is an online personal training and fitness-management app. It lets trainers build workouts from a vast library of exercise videos; manage clients, classes, and schedules; sell services online; and create a branded Web experience (mobile, too!). Meanwhile gym owners can use EZIA to create consistent programs among multiple trainers and locations, manage and schedule employees, and engage with members outside the walls of the gym.

Gym Owners

“EZIA Coach digitizes the whole coaching experience,” founder/creator Isaiah Truyman said. “Trainers can create workouts for clients to do whether they’re face-to-face or remote, and track that client’s progress. It helps with both management—like scheduling—and training.”

Screen Shot 2014-07-09 at 1.51.54 PM.png

With the Perkville integration, clients can earn points for a workout whether they hit the “Start Workout” button on the app or the trainer does. This translates to motivation even when the client is working out solo. Trainers and gym owners get all of the core benefits of Perkville—engagement on social media, a steady stream of qualified referrals, and improved retention overall. And with the flexibility of Perkville rewards, trainers and owners can offer discounts on future training or buddy passes to drive new revenue.

Screen Shot 2014-07-09 at 1.07.38 PM.png

“In the end EZIA Coach is about making life easier for trainers and trainees,” Truyman said. “We integrated with Withings to track progress by including real-time biometric data. With Perkville we can drive retention by rewarding clients for the tough stuff. Training is hard, and any extra bit of motivation can go a long way.”

We couldn’t have said it better ourselves.

* Perkville is the leading member loyalty and retention program for gyms, retail, salons and more. Through readymade integrations with membership systems, Perkville automatically rewards customer visits, tracks referrals, drives social media, and more. Perkville is free for users, and offers monthly subscriptions for businesses.

Not on Perkville yet? Click here to get started. Already a Perkville customer? Click here to learn more about the EZIA Coach integration.

951% ROI—YogaWorks Reaps Big Rewards with Perkville

Perkville logo

Editor’s note: This article was originally published by Street Fight, a media, events, and research company focused on the business of hyperlocal content, commerce and technology. It is re-published here with Street Fight’s consent. Click here to see the original text of the article.

951% ROI—YogaWorks Reaps Big Rewards with Perkville

Gym and yoga studio memberships can be fickle. Up in January, down in June; up in booms, down in recessions. There are myriad reasons, of course—discretionary income and multiple options, to name two. But for studio owners the takeaway is this: efficiency is key. A bump in incremental revenue—say improving cost per lead or upping membership tenure—can mean the difference between thriving and treading water.

YogaWorks, one of the largest, most respected chains of yoga studios in the country, is definitely thriving. Now boasting twenty-nine locations nationwide, they show no signs of slowing. And while their success takes them to new heights, their core ethos remains the same: skillful practice, precision, and experienced instructors.

In January 2012 the company unveiled YogaWorks Rewards, a loyalty and rewards program powered by Perkville. The program drives member loyalty by awarding points for taking classes in the studio, new member referrals, and social media engagement. Members can then easily redeem those points for great rewards.

“Our rewards program is one of the pillars of our customer retention and engagement strategy,” said Jeff Miller, YogaWorks Senior Director of Marketing. “Studio members are telling us that they really value the rewards we’re offering—a free month of yoga, yoga specific gear from great partners like Manduka and Yogitoes—and the gear is helping them expand their practice.”

Image 1 - YogaWorks Perks list

“The program has been a huge success,” YogaWorks President Jay DeCoons said. “More than 30% of our members nationwide have signed up. Meanwhile YogaWorks Rewards users are filling YogaWorks’ Facebook pages with accolades and love for the studios and our amazing yoga, Pilates, and Mindful Fitness teachers.”

Image 2 - YogaWorks Facebook post

But now two years in, DeCoons wants to know if the company is seeing ROI. In addition to driving engagement, is YogaWorks Rewards (powered by Perkville) generating revenue? Is it combatting attrition and churn?

At YogaWorks’ behest Perkville analyzed the data. What follows are the results.

Methodology

To determine the program’s real ROI, Perkville analyzed the key metrics its platform touched, as well as actual cost:

•   Retention / churn-reduction
•   Influence on membership tenure
•   New membership referrals
•   Social engagement
•   Platform costs and cost of goods for rewards

Perkville culled data from both its internal database and from YogaWorks’ member management system, MINDBODY Online. Combining these two data sets, Perkville then created regression models predicting churn for reward program members and non-members, and calculated ROI based on membership tenure and referrals.

Analysis of churn dating back to 2008 established baseline retention rates; the in-depth look at Perkville’s impact on key metrics spans January 2011 to the present.

Membership Survival Rates

The fitness industry has seen higher cancellation rates over the last several years due to the economic recession and increased competition. YogaWorks was not immune to these trends.

Upon rollout of YogaWorks Rewards (January 2012), members who did not participate in the program continued to churn at industry standard rates. By contrast the group of members who did join showed much higher rates of retention.

If all YogaWorks members had retained at the same rate as those who participated in YogaWorks Rewards, it would have translated to 386 fewer cancellations in 2013 alone.

Membership Tenure

Of course, incremental gains in membership life with cancelled members can also drive revenue, and a look at the average membership duration of cancelled YogaWorks Rewards users versus non-users is also striking. Among YogaWorks cancels, reward program participants had a longer average membership length by 45 days.

On average, reward program participants stayed members an additional 1½-months, translating to significant additional dues revenue each quarter.

New Member Referrals

The Perkville platform creates a new pipeline of qualified leads by streamlining the member referral process. Current members are incentivized to refer, and can easily trigger referral emails directly from their rewards accounts.

To determine the dollar impact of these referrals, Perkville analyzed a subset of the YogaWorks membership. In the third quarter of 2013, Los Angeles-based program participants referred 25 successful joins per month.

This data set encompassed 55% of the YogaWorks member base. Assuming these results held across the remainder of the membership, YogaWorks saw an additional 20 memberships per month overall.

Perkville drove 45 memberships from referrals per month, and an associated increase in lifetime revenue.

Social Media Engagement

There has been a significant increase in engagement on the YogaWorks social media pages since roll out of the Perkville platform. Social posting is incentivized with rewards, and Perkville makes one-click posting easy from a member account page:

Image 3 - YogaWorks social post portal

The third quarter of 2013 saw 546 Facebook posts and 410 Tweets about YogaWorks from the Perkville platform.

In Q3, 2013 reward program members generated more than 950 social media posts.

Image 4 - YogaWorks Facebook post 2Image 6 - YogaWorks Facebook post 4Image 5 - YogaWorks Facebook post 3

Average Monthly Check-ins

While Perkville is directly driving social engagement, it’s also driving another, even more important engagement metric: Actual class attendance. For example, of the members who had active memberships for all of calendar year 2012 (i.e. they joined on or before 01/01/2012 and did not cancel before 01/01/2013), class attendance averages were significantly higher for participants in the YogaWorks Rewards program versus non-participants.

Return on Investment

Use of the YogaWorks Rewards platform correlates positively with lower churn and an increased membership life, and these metrics are translating to real dollars for YogaWorks. Perkville drives more memberships through referrals, and is helping YogaWorks drive brand affinity by rewarding loyalty, social posts, and studio visits.

In short, Perkville is positively correlated with beneficial outcomes by every metric. But what about Jay DeCoons’ original question: Is Perkville showing ROI? The short answer? Yes. Absolutely.

Using the same sample of a subset of YogaWorks’ Los Angeles members from Q3 2014, the return on investment was calculated as follows:

•   45-day bump in member tenure correlated to Perkville, multiplied by the number of members who joined YogaWorks Rewards
•   Conservative estimate of lifetime value of a new member, multiplied by the number of referrals resulting in new memberships from YogaWorks Rewards members

Finally, the revenue generated was divided by the sum of the Perkville subscription costs and the costs of the rewards redemptions. The result?

YogaWorks saw a 951% return on its investment.

Perkville Platform

YogaWorks was looking for a customer rewards program that would work well with its existing studio management software, MINDBODY Online. They wanted to reward member loyalty, incentivize behaviors that are beneficial to the company, and increase engagement with the brand. They wanted to see real ROI.

By every metric analyzed, YogaWorks Rewards has been a huge success.

And there was another, less tangible set of benefits: The ease of it all. As a chain, the company needed a member rewards program that would be easy to implement and administer across multiple locations. Perkville allows this with its readymade integration with MINDBODY Online. And as a cloud platform, Perkville is extremely flexible. Users can access accounts anywhere; there are no kiosks, membership cards, or any additional infrastructure costs.

“We needed a system that would do a lot of different things—rewards, tracking, engagement,” said Bradley Mack, the Operations Analyst at YogaWorks. “But we also did not want to manage a large-scale technology program. We were able to launch YogaWorks Rewards to our members with no headache, and Perkville managed everything else.”

Conclusion

Though YogaWorks has multiple locations across four unique geographic regions, it retains all of the good things about a small yoga studio: great, passionate instructors (some of the best trained in the world), world-class facilities, friendly and caring staff, and an attention to detail and success for every member. But small studio offerings are proliferating. Now more than ever, studio owners need differentiators to stay afloat. Beyond the easily quantifiable reasons mentioned above, rewards allow owners to deepen customer relationships and create stronger brand affinity. And this can be the difference between failing and thriving.

“The engagement, the social media posts—we expected increases there, and they exceeded our expectations,” DeCoons said. “But after seeing this data, we think Perkville is going to be a cornerstone of our retention and referral efforts for years to come.”

Perkville has enabled that most elusive of business metrics: true ROI. Perkville is helping with the tangibles and intangibles, and YogaWorks is reaping the rewards.

About Perkville

Perkville is a leader in SaaS loyalty and retention programs for retail, gyms, salons and more. Through readymade integrations with POS systems, Perkville automatically rewards customer visits, tracks referrals, drives social media, and more. The Perkville platform is a revolutionary service that empowers any local business to create a customized loyalty and rewards program in minutes. Perkville is free for users, and offers monthly subscriptions for businesses of all sizes.

Learn more at www.perkville.com/learn/ or contact sales@perkville.com.

Perkville Feature Highlight: Location-Specific Social Media Posts

As a business owner you know the importance of customer engagement. Perkville helps drive this by incentivizing posts to your business’s Facebook page and tweets that include your Twitter handle. Members post and tweet directly from their Perkville accounts (and earn points in the process!), while you earn valuable engagement outside the four walls of your business.

But if you’ve got more than one location for your business it can be difficult to decipher which location a customer is posting about. If you have separate Facebook pages and Twitter feeds for those locations, don’t fret! Now you can set Location-Specific social pages, too.

Here’s how:

  1. Log in to Perkville Admin, click the “My Business” dropdown, then select “Settings”

  2. Select your business account from the menu on the right, and click “Locations”

Screen Shot 2014-06-25 at 4.23.10 PM.png

    3. Select the location, then enter its Facebook URL and Twitter handle

    4. Click Save, and you’re done!

Screen Shot 2014-06-25 at 4.22.30 PM.png

Perkville and the new Canadian Anti-Spam Legislation

If you haven’t heard, the Canadian government recently passed a broad anti-spam law that applies to many forms of communication. CASL (Canadian Anti-Spam Legislation) places strictures on most emails between a business and a current or potential customer (more than just the stuff in the junk folder of your inbox). Perkville uses email to help you stay in touch with your customers, so we’ve tracked the legislation for some time. Now that it’s officially law we wanted to post a quick note to let you know: We’re on it.

Email communication is a big part of what makes Perkville go. Members love seeing email updates with their points earnings and available rewards; for businesses, our emails drive new member referrals, a big source of qualified leads. If you use Perkville at a business that operates in Canada, here’s what CASL means for you:

The new CASL states that businesses:

  1. Can only send Commercial Electronic Messages (CEM’s, or emails with any kind of marketing or commercial purpose) when there is consent or implied consent

  2. Must include certain information in CEM’s (a business name, a mailing address, a telephone number or e-mail or web address, and info about how to unsubscribe)

  3. Must supply an easy-to-use unsubscribe mechanism in all emails

Perkville has reviewed the text of the new law with a Canadian law firm, and we’ve been assured that we are authorized to send emails on your behalf. When a customer makes a purchase at your business or visits your business, implied consent is established. And since Perkville only emails customers after they’ve made a purchase or visited (and therefore earned points), implied consent exists in every instance we send an email. Basically if you have implied consent then we do, too.

To comply with the information requirements for CEM’s, we released an updated email engine that automatically populates your business name, address, and contact info at the bottom of all Perkville emails. Our emails have always contained an unsubscribe mechanism, and our platform acts immediately on any unsubscribe request.

Long story short, if you operate in Canada your customers can continue to use Perkville, and you can continue to reap the benefits of member loyalty and rewards.

If you have any questions or concerns, please don’t hesitate to email our service team, or call us at (415) 723-4318. For additional information on the legislation itself, click here to see the official documentation.

Perkville and Listen360: Rewarding Customer Feedback

An engaged customer is a valuable customer. Whether positive or negative, feedback offers businesses a chance to strengthen bonds. But it can be difficult to obtain—customers rarely speak out until something is wrong—and even more difficult to decipher—for example, whether an issue is systemic or isolated.

Listen360, a cloud-based customer feedback system, allows business owners to get more—and more actionable—feedback with customer surveys and analytics. Their platform improves customer loyalty, and nurtures organic search by encouraging more online business reviews. It prompts regular feedback, and provides organized tracking of complaints and resolution status so nothing falls through the cracks.

But even with a tool as great as Listen360, it can be difficult to obtain regular feedback. Enter Listen360’s integration with Perkville.

With this integration businesses can incentivize customer feedback, awarding Perkville points to members who complete the Listen360 survey. By adding feedback to the list of rewarded customer actions (along with visits, referrals, and more), speaking up becomes a regular part of the member experience. Wondering if points are enough incentive? One recent study showed an 8X increase in survey responses for Perkville users versus non!

Already a Listen360 customer? Click here to learn how to link Listen360 with Perkville. Don’t have a Listen360 account yet? Click here to schedule a demo.

Hint: Listen360 has a readymade integration with MINDBODY Online. If you’re a MINDBODY customer, a seamless user experience from POS to rewards to customer service could be just a few clicks away.

Hint: Not on Perkville yet? Click here to get started. Already a Perkville customer? Click here for a consultation on best practices.

Perkville in the News: ABC Financial Announces Perkville Integration

Editor’s note: This item was originally published on the ABC Financial blog.

Little Rock, AR  June 23, 2014

ABC Financial, the nation’s leading software and billing provider for the fitness industry, today announced that Perkville, a leading provider of Software as a Service (SaaS) loyalty programs for gyms, had completed integration with their platform. The integration allows any ABC Financial customer to offer a member rewards program simply by creating a Perkville business account.

“This integration brings our customers access to a readymade rewards platform,” ABC Financial Chief Revenue Officer Steve Ayers said. “It lets us provide a seamless suite of tools for both back-­office management and frontline member experience.”

“We developed our self-­serve loyalty platform to drive retention, referrals, and social media for gyms,” said Perkville CEO Sunil Saha. “ABC Financial is one of the biggest, most respected companies in the industry, and our integration brings an easy-­to-­deploy solution to operators all over the country.”

Through the Perkville integration, fitness clubs can automatically reward gym check-­ins, dollars spent by revenue category (i.e. pro shop or personal training), and member referrals. Most operators report that cost per join is significantly lower for referred versus unqualified leads. With one-­click referrals and easy incentivizing, Perkville can bring qualified leads at a fraction of the cost of traditional marketing.

About Perkville Inc.
Perkville is the leading member loyalty and retention program for gyms. Through readymade integrations with membership systems, Perkville automatically rewards exercise, tracks referrals, drives social media, and more. Perkville is free for users, and offers monthly subscriptions for clubs. Learn more at http://www.perkville.com/gyms.

About ABC Financial
Launched in 1981, ABC Financial has revolutionized software and payment processing for the health and fitness industry. Headquartered in the Little Rock, AR area, ABC Financial serves approximately 4,900 clubs with approximately 4.5 million members throughout the United States, Canada, and Puerto Rico. The company’s innovative club management software, DataTrak, is the most complete web-­based software in the health and fitness industry. www.abcfinancial.com

New Feature News: Location-Specific Rewards

Whether national or regional, you know that no two outlets are the same. Different look, different feel, different customer demographics. Chances are you’ve adjusted your product offering from location to location. Now you can customize your rewards, too. With Location-Specific Rewards you can:

Check out how Perkville all-star O2 Fitness is doing it:

image

By partnering with participating Sun Tan City locations (seven near O2 Fitness clubs) O2 Fitness is enabling its members to do something great for their appearance, and by default expanding its product offering.

The same holds true for participating locations of partner Massage Envy. With thirteen locations near O2 Fitness clubs, members can earn free massages, and give themselves a reward for all of that hard work at the gym.

Thanks to Location-Specific Rewards, O2 Fitness is offering whole-body wellness: tans, massage, and healthy meals with Custom Fit. And while we can’t comment on O2 Fitness’ partnerships, in some cases partner rewards can be negotiated gratis because the partner business is getting free marketing via inclusion in the rewards program.

Greater customization, partnership leverage, reciprocal marketing, new products…

Set up Location-Specific Rewards in just a few easy steps! Here’s how.

O2 Fitness Realizes 2054% ROI with Perkville Platform

Learn how O2 Fitness realized strong ROI with Perkville from this article in Club Solutions Magazine.  Michael Olander, the CEO of O2 Fitness, said the following: 

“We estimate the value of O2 Rewards’ retention impact in 2014 will be between $400K and $800K,”

O2 Fitness recently doubled to 25 gyms and will deploy the Perkville platform to all new locations in Q2 2014.

Charm City Yoga partners with Integrated Health Centers

Check out how Charm City Yoga has partnered with Integrated Health Centers.  You can redeem their yoga points for acupuncture services.  Great example of businesses teaming up.  Check it out!

Tips for ‘Earning and Redeeming’ rules

We’ve been getting a lot of questions lately about best practices for setting up earning and redeeming rules, and we’d like to share our lessons learned!

 

Earning

Redeeming

image


Loyalty Simplified

Welcome to Our New Homepage

 

Vibrant New Profile

Clean, Beautiful Business Page

 

Listen to what some gym owners and Perkville users are saying.

elements®fitness and BalanceDiet™ Launch Perkville

elements®fitness and BalanceDiet™ are award-winning international franchise brands, based in Miami, Florida.

elements® founder Christopher Palumbo commented, “With this new rewards system, we can better showcase the lifestyle nature of our brands. Important “good” behaviors, such as generating referrals or buying products are rewarded easily. Members can easily track their accounts, and redeem points for meaningful purchases, such as personal training, branded products, higher-ticket retail items or more. ClubReady software integration makes incorporating this new program a breeze. 


“We had researched many programs before making a final selection, and are very pleased with the management and philosophy of Perkville™.  We wanted an easy to use solution, which could be integrated into all of our locations worldwide.  It was immediately adapted by the club teams and members, who have become very excited about it
.”  The feeling is mutual.

"We are proud to work with the best of the best in the fitness industry.  It’s great when a service can improve business outcomes and encourage exercise at the same time," commented Sunil Saha, co-founder of Perkville.

Business Spotlight: EZIA

EZIA Human Performance is an industry leader in delivering results-driven athletic programs, while educating clients on the benefits of an active lifestyle. They have a  “Human Performance Lab” in Carlsbad, CA, where they combine fitness training (personal and small group) with physical therapy and nutritional education and planning.


 

“Our ESP Program is comprised of 6 different levels, similar to the color-coded karate belt system. There is room for everyone to progress in our program, from youth athletes and their grandparents, to Olympians coming off of surgery and corporate executives. We like to say that our program meets you where you are and encourages and enables you to live an active lifestyle!” said Gaelan Truyman, Community Manager of EZIA.

Our workouts are already gamified but we wanted to find a way to tie attendance, yelp reviews, check in’s, and recommendations to a rewards system. Perkville is the perfect solution as it already integrates with our other software, Listen360 and MINDBODY.  It’s super easy to use from a customer and administration process, cost effective, and our members LOVE it!”

“We encourage our members to use MINDBODY ONLINE to sign up for class (and take themselves out if they can’t make) so that was one of the first rewards we set up. For every session or therapy visit attended, we rewarded points.  We also like our staff’s schedules to be set up at least a month in advance, which encourages accountability. The social networking perks (Facebook/Twitter) was a no brainer!”

“One of our most successful Perkville stories has been with one of our members tweeting about us 3 times a week to over 60,000 twitter followers. Tracy receives a Perkville email every time she completes a session reminding her to make a social post. She is a member who really gets the science behind our program and has been able to communicate her development and success in 140 characters or less. We even created a blog post with all of her tweets and we couldn’t have done it without Perkville!”

We saw Tracy’s twitter feed via Perkville displayed on the EZIA website here: http://www.eziahp.com/tracys-twitter-testimonial


We just received new headbands in our retail store and members started asking if they could use their Perkville points instead of purchasing them. That was the proof that Perkville really works and it’s a win-win for both them and us!”   http://statigr.am/p/434971581632157135_28716220