Gymshark has one Familiarity with the client Like strategy. It’s essential to know everything about your target group and create the right value proposition by responding intelligently to it. Serving is also a very important part of Gymshark’s business strategy. For example, Gymshark’s web store was not available on Black Friday in 2015. A small drama on the hottest sales day of the year for Gymshark, but Ben Francis decided to write a personal handwritten letter of apology and a coupon for all 2,500 customers who couldn’t Submit their requests that day. Trust and sales were immediately restored. After a website crash in 2015, more investment is made in the website and the technology around it so that every touch point in the customer journey is experienced as excellent by the customer. Satisfied clients are essential to Gymshark. A customer journey and a great customer experience are fundamental to this. That’s why Gymshark consciously chose to keep sales and distribution entirely in its hands as competitors like Nike and adidas deal with ‘Third partyRetailers like ASOS and Amazon.
Gymshark is also socially involved. Early in the lockdown, a fundraising campaign was held with personal trainers who were unemployed at home for the National Health Service. The #NHSsweatyselfie campaign has raised more than 200,000 euros with the help of the Gymshark exercise app.
Social media is one of the most important parts of Gymshark’s strategy. Much content is shared via Twitter, Instagram, Facebook, YouTube, Pinterest and TikTok, including about the growth and development Gymshark is experiencing. It is given unique insight into the business processes and the steps that are taken. The unique and transparent way to communicate makes clients feel like they are a part of Gymshark. The content is of high quality, which is essential for building community among the target group and building a strong brand. As a founder, Ben Francis leads a role model through his own YouTube channel, with 221,000 followers, telling his unique story and taking followers back to what his days are like. Interacts with the target group by holding regular question-and-answer sessions. He also uses his YouTube channel to share news and his own “journey”.
Gymshark is not only active online. The company also works to build community offline by organizing successful meetups, exhibitions, and pop-up stores where fans can meet their favorite influencers and enjoy the traditional way of shopping. Every event is announced on social media weeks in advance.
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