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URL: http://www.lafitness.co.uk
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Key Industries:
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Business
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Entertainment & Leisure
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Internet
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Key Sectors:
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Behavioural Targeting
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Design & Build
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Display Advertising
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e-commerce
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Usability
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LA fitness
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Brief
To develop an interactive web application for use on a self-service touch screen kiosk to enable members to sign-up for gym memberships in club without the need for a sales advisor assisting them.
Strategy
The traditional approach to kiosk-based systems is to use Windows applications as additional security typically needed for kiosk systems is easier to achieve using Windows applications. As there are 83 LA fitness clubs, and 2 kiosks per club, deploying and managing separate installations across 170+ kiosks scattered all over the UK would have been a huge undertaking. As a web development company, however, we decided to focus on what we do best and develop a web-based solution that can run in a secure browser using kiosk mode.
Execution
Unlike the public facing websites that we develop, where cross-browser compatibility is a key requirement, running a web application on an unattended kiosk meant that we could focus specifically on a single browser…the best one for the job required. Internet Explorer 8 had recently been released by Microsoft and this certainly provided the best features for a kiosk environment whilst also having a great adoption of W3C (World Wide Web Consortium) web standards. By focusing on a single browser, it not only made the development process quicker, but also gave us the opportunity to develop some advanced features that the chosen browser has excellent support for.
Deploying a centralized web application makes it really easy to roll out additional kiosks with a minimal amount of setup needed. All membership prices are stored in a central database and a simple one time browser-based setup routine enables the correct prices for each club to be displayed to the user.
Results
For the initial pilot program 2 kiosks were deployed in 8 clubs and after an initial period of people getting used to new installations, some members asking questions like “is there a fee to use your cash machine?”, the take up has been excellent. In a 6 week period since the first kiosk was delivered, almost 400 members have signed-up through the kiosk, generating about £250,000 in revenue.
The roll-out stage is underway, with a further 50 kiosks been delivered over the next 2 months.
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