Digital Transformation and Marketing Services for Southwark Leisure (MOVE Southwark)

Southwark Council is seeking innovative suppliers to deliver cutting-edge website development, marketing solutions, and advanced CRM services for MOVE Southwark, currently operating as Southwark Leisure. This is a unique chance to lead a transformative digital initiative, reshaping leisure services in one of London's most dynamic boroughs.

MOVE Southwark's digital presence must be modern, accessible, and fully integrated with CRM and membership management systems (MMS) to create a seamless, user-friendly experience. This transformation will ensure that all customer interactions, from discovery and registration to booking and engagement, are optimised across web and mobile platforms.

A key requirement is the development of personalised, data-driven user journeys that cater to the diverse needs of Southwark's residents, ensuring that MOVE Southwark's digital ecosystem is inclusive, engaging, and future-proof.

1. Website Transformation & Digital Experience Overhaul

The MOVE Southwark website must be more than just a booking portal; it should serve as a fully integrated digital hub that:

• Provides personalised experiences for different customer types.
• Supports community engagement through tailored content and dynamic recommendations.
• Seamlessly integrates with CRM, MMS, and other council services to provide a connected user journey.
• Delivers powerful data insights to refine and enhance the customer experience over time.

The new website must include:

• Intuitive, accessible UX/UI design that ensures effortless navigation for all users.
• A fully responsive, mobile-first approach to cater to users engaging via smartphones and tablets.
• Advanced search and filtering functionality for classes, activities, events, and facilities.
• Integration with social media and marketing automation tools, enabling data-driven customer engagement.

2. Bespoke User Journeys & Digital Personalisation

To maximise engagement and retention, MOVE Southwark requires customised user journeys that adapt to customer type, behaviour, and preferences. The website must support:

A. New Customer Registration & Onboarding

• Simple, guided registration process that captures key data (e.g., fitness goals, accessibility needs, demographic details).
• When a former member is reengaged as any existing records must be merged by recognition software and prevent duplicate account from being created.
• AI-powered onboarding experience, providing personalised recommendations for activities, memberships, and events.
• Integration with CRM and MMS, ensuring that all new users are tagged and segmented for targeted engagement campaigns.
• CRM /MMS to track usage and adjust a members home site if specific criteria are me.

B. Membership Sign-Ups & Management

• Straightforward membership selection process, allowing users to compare plans, pricing, and benefits.
• Self-service membership management, enabling users to upgrade, pause, or cancel their plans without friction.
• Prompts to be sent for abandoned baskets at checkout and staff to be notified. .
• Integration with payment gateways, allowing flexible payment options (direct debit, pay-as-you-go, etc.).
• Daily DD allowing members to choose payment dates.
• Automated renewal reminders and re-engagement campaigns, reducing membership churn.

C. Booking & Activity Scheduling

• Real-time class, court, and facility availability display for effortless booking.
• Personalised class and event recommendations based on user preferences and past participation.
• Automated waitlist and cancellation notifications, ensuring that members can book alternative slots if needed.
• Multi-user and family-friendly booking functionality, allowing group and household bookings.

D. Community & Social Features

• Member dashboards displaying personalised schedules, loyalty rewards, and fitness progress.
• Integration with social features, allowing members to connect with workout partners or join activity groups.
• Live chat and support functionality, providing instant assistance with bookings, memberships, and queries.

3. API-Driven Integration with CRM, MMS & Other Systems

The website must act as a centralised digital hub that seamlessly integrates with MOVE Southwark's wider digital ecosystem. This includes:

• CRM Integration: Ensuring that all user interactions feed into MOVE Southwark's customer relationship management system for enhanced engagement, personalisation, and analytics.
• MMS Integration: Connecting the website with membership management systems, allowing real-time membership validation, renewal, and activity tracking.
• API Linkages with Council Services: Enabling MOVE Southwark to connect with other council systems (e.g., public health, parks, libraries, youth centres) to create a joined-up community experience.
• Integration with third-party fitness apps and wearable technology, ensuring users can sync their activity data for a more engaging experience.

4. App Development: A Multi-Functional Member Engagement Platform

Beyond a simple booking app, MOVE Southwark requires a full-featured mobile application that delivers:

• All core website functionality (registration, bookings, payments, membership management).
• Push notifications & real-time updates, keeping users informed about bookings, class changes, and exclusive offers.
• Personalised in-app journeys, providing tailored workout plans, health insights, and loyalty rewards.
• Gamification & social challenges, encouraging members to achieve fitness goals and participate in community activities.
• Location-based services, offering hyper-local event recommendations and outdoor activity tracking.
• Digital membership cards and QR code entry, streamlining venue access.
• Effortless check in for booked activities and classes encompassing location services on smart phones.
• Behavioural change questions, guidance and tracking inc gamification

5. Website & App Management, Support & Ongoing Development

• Regular performance monitoring to ensure speed, uptime, and security compliance.
• Ongoing feature enhancements based on user feedback and analytics.
• 24/7 technical support & bug resolution, ensuring minimal disruption.
• Content management & SEO optimisation, driving increased visibility and organic traffic.
• Quarterly strategic reviews, refining user journeys and functionality based on real-time usage data.

Conclusion: A Seamless, Data-Driven Digital Ecosystem

• This digital transformation will position MOVE Southwark as an innovative, community-driven leisure provider, ensuring that every customer, from first-time visitors to long-term members, has a seamless, engaging, and personalised digital experience.
• The new website and app will not only facilitate bookings and memberships but also drive deeper community engagement, support cross-service collaboration, and enhance data-driven decision-making.