2021 Tech Trends That are Here to Stay

If there is one thing you can count on as a club operator, it is that the world is a constantly evolving, constantly changing environment that can be devastating on businesses that don’t keep pace with change. Add the last 18 months to that ever-present need to evolve with the times, and you’ve got a rapid change in technological advancement, utility, and adoption, even by the most reluctant demographic in America; men and women over the age of 50. Based on what we’ve seen within our industry, and taking a look outside our industry in other sectors of hospitality, these are four of the technological trends that we think are really going to be here to stay for 2021 and well into the future.

Ecommerce will Remain Immersive

There is no denying that the club industry is behind the curve when it comes to embracing and leveraging ecommerce solutions that meet the needs of their members and guests.  It is also very likely that club management has spent very little time annually focused specifically on strategies that are designed to maximize the utilization of technology as a driver for member ecommerce experiences.  However, those times have changed forever as perhaps the biggest catalyst for ecommerce growth across industries has been the shift away from physically visiting a store prior to purchase.  The last 18 months have rapidly changed the adoption of online purchases in every age group, but no more significantly than the over 50 segment of consumer demographics.   Your members have increasingly engaged in online only purchases and have become more comfortable than ever making those purchases without visiting a physical store.  One of the strongest precursors to removing barriers to a purchasing decision is a clearly stated, member friendly, return policy.  Make sure your policy is well known, easy on exchanges or size returns and positioned to enhance the confidence of member purchase decisions.

The Shift to Mobile Is Real

According to Pew Research, the vast majority of Americans, now own a cellphone. The share of Americans that own a smartphone is now 85%, up from just 35% in 2011.  In fact, 84% of Americans between the age of 50-64 now own and utilize a smartphone (61% for those over 65 years old).  The growth in mobile ecommerce versus physical shopping and desktop shopping continues to evolve.  In 2021, mobile shopping is predicted to drive 54% of all online sales.  If you aren’t reviewing your complete club experience on desktop and mobile devices to make sure they look and react appropriately, it’s an immediate opportunity for consistent review.

Digital and Contactless Payments

It wasn’t that long ago and the idea of “contactless” anything seemed out of place and foreign, especially in the club industry.  COVID-19 has made “contactless” a household term in many ways, and has become synonymous with safe, easy, and fast experiences.  According to Visa, 70% of cardmembers who are new to contactless payments report they will continue usage post pandemic.  Another study found that 80% of consumers are concerned about touching payment readers, exchanging cash, and handing their credit card over to complete a transaction. 54% of respondents indicated they would switch to a new store that has the ability to accept contactless payments. 

If you aren’t reviewing the devices you use when accepting payments from your members, the time has come to take inventory of your practices and find solutions that fit the growing concern for contactless payments.  As an example, we are currently testing mobile payment options that allow a member to charge on their account by entering only a personal PIN, eliminating the printing of receipts, handling of pens during signature and streamlining the process at the same time. 

Video Conference Solutions (Zoom)

For many, you probably could have counted the number of videoconferences you attended from 2015-2020 on one hand.  In a short window of time, the shift toward remote work has created an environment where it’s common to have 5 such meetings in a single day.  Some of the largest companies have already committed to extended remote work for their staff members, and this long-term commitment has caused many to predict that the need for large physical office spaces will gradually become a thing of the past.  The economics of downsizing or scaling down the physical office space is compelling, particularly when paired with the strong productivity results from remote work employees.  The rise of hybrid work environments is an interesting opportunity for clubs looking to enhance their ability to provide member experiences that meet the evolving needs of the times.

What features at the club could further enhance member comfort and productivity in a remote work environment, thus increasing and improving their frequency and quality of club experiences?  We are already noticing new businesses entering the market offering luxury rental meeting spaces for client meetings, private office environments for individual focused work, and all the amenities in a typical office environment.

Digital Adoption and Digital Delivery

Digital self-service is the term for member service tactics that allow and empower members to gain understanding, resolve issues and empower members to independently take action in a digital channel.  Specific to the hospitality sector, we have seen increased adoption and delivery of member self-service solutions.  Innovative clubs continue to embrace this shift in member experience, often at the expense of closely held traditions of member service.  According to Gartner, they expect self-service to become the norm and by 2022 they expect that 85% of customer service interactions with start with digital self-service.

On-Course Member Self Service

For one of our clients with several golf courses, we are launching on-course “comfort stations” removing the need for multiple beverage carts roaming the property, in an attempt to service the food and beverage needs of their members.  Instead, these comfort stations will be air-conditioned member self service facilities where members will unlock the door with a mobile phone or proximity card, enter and shop within the comfort station for all of their food and beverage needs, and checkout at a kiosk and finalizing their visit by charging their purchases on account and entering a personal PIN to validate the transaction. 

Want to collaborate on a plan?  At Total e Integrated we are highly engaged with our clients looking for ways to innovate, improve our technology tools, and develop smart plans.  Let us know if we can help!

About Total e Integrated

Total e Integrated is a leading provider of end-to-end business management solutions for recreation, retail, hospitality and community organizations. For over 20 years Total e Integrated has helped organizations to integrate departments, automate marketing, streamline operations and boost revenues with our innovative solutions and expert consulting services team.

For more information, please contact:

Lance Merrihew
707-779-2592

Lance@totaleintegrated.com

www.totaleintegrated.com