Health club and gym operator David Lloyd Leisure is embarking on a new strategy to drive customer acquisition and retention.

The leisure group is looking to create more appealing and responsive customer communications, and is investing in a new electronic customer relationship management (CRM) programme involving the delivery of personalised email communications that are localised and better tailored to recipients.

Working with ITG Creator, which was recently acquired by the Inspired Thinking Group, David Lloyd will have an opportunity to analyse the online activity, preferences and interests of its existing and prospective customers. The tech company says it uses this type of data to trigger tailored messaging at key touch points of customer online engagement.

Commenting on the deal, David Lloyd Leisure group CRM manager, Chris Humphries, said: “We were looking for a significant uplift in our creative executions, promoting the depth and breadth of the club offering in order to provide better engagement with existing and potential members.

“ITG Creator demonstrated a true understanding of our requirements, along with the expertise to execute the strategy we were looking for – and provide us with detailed results reporting to accurately measure ROI.”

Programmes run by ITG Creator are supported by websites, apps and social media, and the business says it sent out over three billion targeted emails last year alone.

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ITG Creator