The American fitness industry is worth $30 billion at the moment and it shows no sign of slowing down. The industry has grown to around 200,000 clubs worldwide, with 162 million members. The fitness industry is not limited to nylon and spandex. Smartphones and other smart devices are leading tech sales today, and the fitness industry is reaping its benefits.
There is a steady increase in the number of workout equipment and fitness gear that integrate technology. The global wearables market for products such as the Apple Watch or Fitbit is exploding. In the second quarter 2018, Apple Watches shipped at an astonishing 3.5 million. Technology and fitness become more intertwined as more fashion and sports brands try to keep up with current trends. High-tech workout clothing and devices, including new workout apparel that tracks your heart rate and technology embedded in the fabric of your clothes, are all part of this trend.
All this new apparel technology means that shoppers need to be educated and personalized their shopping experience. It is not enough to just put the product on the floor. Let the customer figure out what, how, and why. What about floor personnel? They may not always be available to answer questions. They can also use information support.
Your in-store retail marketing must evolve just as quickly as technology! Your sales staff will be able to answer shoppers’ questions better if they have more tools at their disposal. Isn’t this technology about personalizing and tailoring? The combination of technology and fitness gear is a perfect match for informational displays.
The new norm in workouts is tech
There are now high-tech handlebars for bicycles that vibrate to indicate when it is time to turn. Or clothes that use EMG (electromyography), which can detect electrical signals from muscles and give you real-time information about your strength. These products were unheard of just a few years ago. But today, they are only two examples of the booming tech-infused market.
Each month seems to bring out a new press release about fitness technology innovations. Even the most dedicated fitness enthusiasts find it difficult to keep up with this rapid pace of innovation. It’s not easy for the most senior people in the sector. But imagine the confusion it can cause for shoppers and employees at the sales counter. While manufacturers’ labels can be helpful in helping consumers understand the basic functions of these products, that’s only a small part of the story. Retailers have to bridge the gap between the innovative capabilities of the products and the consumers’ understanding. Your signage should be as sophisticated as the products you sell in sports and fitness. This is the perfect example of being proactive.
Fitness technology spans generations
While Gen-Z’s and millennials are more likely to play with technology and create their own devices, they still want to learn. They are looking for information about features and comparisons between products. While their older counterparts might not be as eager to spend hours learning about new technology, it doesn’t mean they are less attractive. Boomers, at 74 million strong are an important segment in the fitness community. They also have the highest disposable income for apparel and fitness technology. Your signage must be relatable and understandable, regardless of the age of your customers.
A great display and signage can transform the shopping experience in-store from a tedious chore into something that is engaging and informative.
Personal and family health
It is possible to have your own health. There are no limits to what you can do on the field and in the gym, even if you’re a woman or a man. Customers can now use technology to create workouts that suit them.
All this technology has one goal: to make your workout more effective. It will provide you with more data, metrics, and efficiency that will allow you to train faster, be stronger, and stay connected. All this sounds like personalization. Why would you display displays that are generic in approach to personalization counter this push for the personal? Your signage should address the specific needs of athletes today and provide information on the best tech gear.
You can use signage and display to appeal to all fitness types: weekend warriors, elite athletes, weekend warriors, in-any-weather devotees, exercise Zen masters, adventurers, and the weekend warrior. These personas allow the buyer to be understood and represented. The key to connecting people with the best fitness gear is to tap into the market for those who are ready to exercise.
Diagram signage can be used to create an immersive experience. You might be surprised at the features that you didn’t know existed, or you may get to experience them firsthand. You can also create a store within a store that focuses on tech gear, so you can show the full range and alignment of your products to various customer segments.
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