As fitness subscriptions aim to drive customer retention and build long-term customer relationships, ZOZOFIT believes that incorporating an element of social networking can go a long way in increasing engagement over time. I discovered.
In an interview with PYMNTS, Madeleine Kanazawa, vice president of marketing at ZOZO USA, the company behind the recently launched ZOZOFIT 2.0 subscription program that offers body scan capabilities and insights, explained how brand retention efforts He said the key is the element of accountability to the community.
“What’s important to us is building community,” Kanazawa said. “[We’re] find someone using it [the subscription have] We’ve already started creating our own private groups, but we want to open them up to more groups so everyone can join in and have conversations and discussions, and we can also provide as much insight as possible. That’s what I’m trying to do. ”
Given that consumers’ digital engagement on social media is outpacing their digital engagement on health, according to PYMNTS Intelligence’s Census-based ConnectedEconomy™ Monthly Report: Urban-Rural Health Disparities Edition , this finding makes sense. -Balanced survey of approximately 2,500 U.S. consumers.
The results revealed that 65% of urban consumers participate in communication-related digital activities, as do 35% of suburban consumers and 29% of rural consumers. Ta. Meanwhile, 60% of urban consumers are engaging digitally to meet their wellness needs, compared to only 29% of suburban consumers and 19% of rural consumers. .
ZOZOFIT started as a wearables company, but after noticing an increase in demand for smartphone app scanners, ZOZOFIT switched from a hardware one-time sales model to a software subscription model. We feel that this change has made the service more accessible to many people.
“We’ve found that people are more receptive to a subscription model than a one-time payment because they don’t feel like it’s a commitment,” Kanazawa says. “They can think about it from their perspective.” [own] period. ”
Indeed, the subscription opportunity is quite large. According to data published in PYMNTS Intelligence’s Subscription Commerce Tracker, consumers across generations pay $278 per month for subscription services, and that share rises to $377 for Gen Z.
Indeed, the demand for wearables remains. The Evolving Daily Digital Edition of the ConnectedEconomy™ Monthly Report, based on a survey of more than 4,000 U.S. consumers, found that 30% of Gen Z respondents would use wearable technology to collect health information. We found that 27% use wearable technology that collects health information on a daily basis. % of Millennials do the same.
ZOZOFIT’s community-focused approach to fitness subscriptions highlights the impact of social networking in driving long-term engagement and retention. Fitness subscriptions have an opportunity to leverage consumers’ existing digital engagement and drive usage in terms of how they connect with each other.
Additionally, the brand’s transition from a hardware-centric to a software subscription model reflects a strategic response to evolving consumer preferences and demonstrates adaptability in a dynamic fitness market.
“By opening up the subscriptions, we’re allowing access and that’s really the biggest thing for us,” Kanazawa said. “We’ve been getting a lot of feedback that ZOZOFIT can now be used really anywhere. So that’s what’s most exciting.”