Summary
The coronavirus triggered restrictions that hit the fitness industry hard and forced it to adapt quickly. Pvolve embraced the challenge by pivoting to a new strategy that used SheerID’s Audience Data Platform to acquire—and give back to—the groups most impacted by the pandemic. The company launched an Education Discount for students and teachers and a Health Heroes Discount for medical workers and first responders and secured them with SheerID’s Audience Network. The programs deepened Pvolve’s relationships with key lucrative audiences and are delivering tremendous CLV. Customers who subscribe using the discount are retaining members up to 70% longer than average.
Challenge
Pvolve offers a unique approach to mind-body fitness that reduces pain, improves performance, and strengthens the entire body. The Covid-19 pandemic hit the company hard, but it responded by making a quick pivot to deliver its studio classes online, extend its free trial, and offer a 30% discount on all its memberships and products.
Pvolve also wanted to support its communities during this time, so it decided to use personalized offers to reward customer groups who were most stressed by the pandemic. The company wanted to elevate its brand, reach out to new potential customers, and build greater CLV.
It was a smart strategy, but Pvolve needed a way to prevent fraud by ensuring only eligible customers could redeem the offer.
If you’re giving a deep discount to a segment of your audience and you have no idea how it’s being redeemed, you’re putting your entire company at risk.
Solution
To implement its strategy, Pvolve first identified audiences that were well-aligned with its brand and needed support: students, teachers, first responders, and healthcare workers. It then created Education and Health Heroes Discounts and implemented them with SheerID’s Audience Network, which uses an opt-in process to verify customer eligibility and collect their data.
Knowing the offers were secure enabled Pvolve to give these customers a generous and exclusive 50% discount on products, as well as online and in-studio services. And because SheerID verifies consumers around the world, Pvolve was able to extend the offers to international customers as well.
Pvolve promoted their offers heavily through email marketing and customized landing pages. It used language and visuals that spoke directly to each group, and marketed the offers through organic social channels, SMS/direct messaging platforms, and media outreach.
Amy was thrilled with what the campaigns offered both Pvolve and its audience. “The programs powered by SheerID’s Audience Network were a great way for us to show up for our customers and give them easy access to content that will retain them in our ecosystem.” she said.
Using SheerID protected our offers and gave us data that would enable us to support our customers through their journey.
Results
With the help of SheerID, Pvolve was able to support its communities with offers that reached the audiences it was targeting. These efforts paid off. The Education and Healthcare Heroes Discounts drove new subscriptions and generated tremendous loyalty.
Compared to Pvolve’s average, customers who joined through these programs are churning up to 4x less and remaining members up to 70% longer.
The programs also generated significant goodwill and brand awareness, which activated the strong word of mouth inherent in audience marketing programs. Research has shown that more than 90% of consumers in all these groups will share an identity-based offer with others who are eligible for it.
Perhaps most importantly, the offers also give Pvolve the customer data it needs for ongoing nurture programs that enhance CLTV. “SheerID collects permissioned data we can use to continue personalizing our messages and offerings based on how our customers are using their memberships,” Amy said.
All this success came without any of the discount abuse Pvolve feared. “SheerID ensured we were truly engaging the audiences we wanted to reach—a task that would have been impossible for us to handle internally,” Amy said. “The company is a great partner, and is always working with us to make our programs more successful.”
SheerID collects permissioned data we can use to continue personalizing our messages and offerings based on how our customers are using their memberships.