Think of your spa menu as your customer’s window to your spa services. Unless that window offers an enticing view of relaxing treatments that resonate to their needs, potential customers may choose to walk past your business instead of stepping in. But how do you make that “window view” hard to resist?
First, have a good understanding of your spa’s brand identity. In an interview for Pulse magazine (June 2013), Kapalua Spa’s Regional Director of Spa Operations, Cecilia Hercik, stressed the importance of deeply understanding the spa’s brand identity prior to designing a spa menu to ensure that the spa menu’s message and language are consistent with your brand.
Speak your target market’s language. Aspen Spa Management, LLC President Leslie Glover said it is necessary to identify your core market and assess their disposable income and the types of services they may want. Customizing services and marketing messages are the best ways to connect with and appeal to your core market.
Research, but don’t copy. To stay competitive, research the local competition to help you identify trends or new products and treatments. Apart from looking at competition, run a customer survey to help you get a more realistic look on how clients feel about your spa’s services, their experiences and views on treatment results. Be wary about copying a competitor’s spa menu though. It’s not only unethical, it’s also a sure-fire way to lose one’s unique selling proposition.
Organize services into main categories. According to Sante Spa Victoria’s Spa Director Jennifer Spencer, there is no “one size fits all” approach when determining the right number of treatments to offer. In general though, she recommends spas should keep in mind that less is more. Less options means less overwhelming choices for spa-goers.
To further help spa-goers decide, learn to categorize services. Susanna Kyntola, spa manager at SiluettiSpa in Helsinki, Finland, suggests prioritizing services you want your target market to buy or putting first services that you know they demand most.
Involve your team. Because your team is often your customer’s first interaction, members on your staff are likely more attuned with spa-goers’ requests and demands. For instance, your concierge supervisor may have practical insights on why a particular product is selling better over other brands in your spa’s retail area, while your therapist may offer new ideas on protocols and treatments. By pulling together your team, you open the channels for valuable feedback that could help you create a spa menu that your customers could not resist.