Retailer Awards Series: Fit Nutrition Fix
A major contributor to Fit Nutrition Fix’s increasing success and growth is having the latest technology. Offering quality supplements, vitamins and superfoods, the lifestyle concept stores won gold in the inaugural Retail Awards for personalisation excellence for its innovative customer experience, which “lead to great exposure and significant media attention,” Fit Nutrition Fix founder and CEO Matt Cameron told Inside Retail.
“Having a retail award has reinforced the quality of our instore experience, enhances credibility and offers a platform for us to be further recognised within our industry and by the general public for going the extra mile,” Cameron observed.
Cutting-edge innovations include a revolutionary touch-screen technology platform – the FIT Finder – which helps people, both online and instore, quickly and easily find a tailored supplementation solution based on their specific dietary requirements and physical goals. “The results from the quick questionnaire can be instantly transferred to a hand-held iPad with the touch of a button, where our staff can walk around the store with the customers’ results and have an in-depth discussion in front of the products,” he elaborated.
The online store is being overhauled and its upcoming relaunch in December will see the FIT experience available Australia-wide. Fit Nutrition Fix experts will also be on hand for live chat during business hours.
In the past year, the Fit Finder has been completely recreated to be more interactive and dynamic, running at twice the speed. Social media has also been a focus: “We have grown and improved our social media platforms to include video content on Snapchat and Instagram video as an interactive way to communicate with our customers, with big plans to expand these channels over the coming months,” Cameron reported.
To further build customer connections and offer unique experiences, there have been collaborations with key organisations, including with StyleRunner as a sole partner in StyleRunner’s first concept store which opened this year. “We had an innovatively designed pop-up store in the space complete with expert advice, samples, and our best products on offer, meaning our customer database had the opportunity to also access the latest curated activewear and complimentary fitness classes,” he explained. This enabled access to a new audience and expansion of the customer base.
Cameron said FNF’s main customer goals are personalisation excellence, providing expert advice; and community, collaboration & interactivity. Personalisation excellence means a tailored approach and having instore experts that ensure a “hyper-personalised experience and customised supplementation solution” with regular follow-up with customers to ensure their nutrition plan is effective.
As well as being from a professional health and fitness background, all in-store experts undergo rigorous training to ensure excellent product knowledge and customer service skills. Their advice is always available online as well as via social media, email and phone – and free of charge.
A weekly EDM and blog offer valuable information so that customers obtain helpful tips and news, as well as becoming part of FNF’s wider community.
“We make sure we interact with our customer at every touchpoint… We believe that ongoing communication and support is the key to elevating customer service to excellence.”
Staff involvement is key – as well as regular internal workshops around best practice customer service, weekly meetings provide an opportunity to discuss new ideas and products, research, technology or innovation in the retail space.
“The key to maintaining a transformative environment is to first create a culture that lives and breathes innovation.”