This second issue discussed in our Grow Well session at the recent We Work Well event was one that I think should be in the front of our collective brain at the moment.
As noted in the first Grow Well newsletter, clients are bombarded with so many marketing messages and images 24/7, it is easy for them to forget about visiting their local spa. Daily, one can read countless magazine and online articles about new and interesting wellness-related activities, products, and technologies, and many of these are offered in single-purpose or non-spa facilities, giving our clients more reasons to visit other competing businesses.
How Can We Compete for Customers Attention?
The summary topics decided upon collectively regarding maintaining consumer relevance were as follows:
1. Education: Of Consumers, Staff, Director. Here is that topic again, education! In this case, offering free educational programs for clients so they better understand the results of spa visits, and using social media to do so. Also for consumers, more regular surveys of what they seek, so that we can really listen and make programming decisions that help them to find solutions. For staff, making sure there is an annual education plan in place for all departments; begin with service providers by gaining trust and following through.
2. Innovation & Approach to Personalization. Clients can purchase homecare devices that purport to deliver spa-level results; spas should focus on communicating the value in truly personalized treatments delivered by licensed experts. Further comments included a focus on capturing the millennial market, especially using technology, apps and social media.
3. Express Services – With Results! Everyone is time-crunched; we need to be able to offer results more quickly. Lunchtime visits, combining treatments when possible, or just shorter versions of standards, but they must still be effective.
4. On a related note – Flexible Scheduling. Accompanying the busy lifestyle of today, clients are less able/willing to plan very far ahead. Spas need to figure out how to make it easy to “pop in” for a treatment without complicating the process.
5. Integrated Wellness Approach. Less about “spa,” more about connecting related healthcare fields to what we offer. Using social media to illustrate the wellness lifestyle options we can provide beyond treatments. Also it was mentioned that spas need to continue to position themselves as an attainable lifestyle option, not a special event. More wellness, less luxury.
6. Interactive Events & Offering True Experiences. These were separate topics but I think they get at the same issue; spas need to create more reasons to bring people in, without appointments; to be educated, purchase a product, try something new during a workshop or learn about a new piece of technology or equipment that the spa offers. Focus on ensuring that all spa treatments are truly experiential and not transactional.
7. Spa Retreats. There are a number of ways to go about this, enough to be an entire article alone, but the idea is, give consumers a spa getaway that is easy and convenient. If the spa is in a hotel, this is a simple matter of creating packages that include room nights, spa treatments, healthy cuisine and fitness options. But there are options for day spas also; just like the non-stop yoga retreats being publicized now, day spas could partner with a hotel property that does not have a spa and create an overnight experience. Or even just one day; hosting small groups for spa treatments, relaxation time, activities that related to the core capabilities of the spa business. These may sound complicated, but they address several of the previous points; staying relevant in people’s lives, giving them something to do beyond the walls of a treatment room, educating them, and providing a great experience.
A last few comments included: Follow trends, stay in tune with millennials, innovate, get high-tech with apps, provide a wider range of retail options (branching into hair and nutritional supplements, among others), and being creative! That last point is up to your own personal interpretation, but I believe the intention was, think outside of the box.
About the Author
Lisa Starr is the Principal of Wynne Business Consulting & Education, which specializes in spa, wellness & salon businesses. Lisa has over 30 years of experience in the beauty industry, in all aspects from technician to regional manager. She has spent the last 18 years as a consultant and educator, helping companies maximize spa operations performance in both front and back of the house, and consults on a variety of topics including operations issues, finances & compensation, marketing, inventory management, retailing, human resource development, and business process improvement. Lisa is leading the Grow Well, professional development for We Work Well.
Follow Lisa on Twitter@StarrTalk, on Instagram@WynneBusiness, or email lstarr@wynnebusiness.com
