Strategies & Tactics

On Trends: Success Means Making Your Spa "Braggable"

Recent economic challenges in the U.S. and Europe have given rise to new social trends that are now offering unique opportunities for spa industry professionals. Social trends are the grand forces that motivate people to purchase products and services as well as make all kinds of lifestyle decisions. Unlike fads, which can be shallow and temporary, trends often point to relatively permanent shifts in behavior that can be successfully harnessed to win customers and increase sales. Since the 2008 economic...

The Two Sides of Discounting

Discounting is a tricky thing, but when done correctly, it can be a smart and effective tool for your business. In the August 2012 issue of the International SPA Association’s (ISPA) Pulse magazine, ISPA members said there are pros and cons to discounting. Consider different point-of-views before you dive into the world of discounting. Part of Business Even if a prospective customer doesn’t use a discount, you are still gaining exposure and publicity for your brand when someone sees your...

Authenticity: How to Make Customers Choose You Over Your Competitors

Need to stand out amidst all the competition? Be authentic. Authenticity, according to The Experience Economy and Authenticity: What Consumers Really Want authors B. Joseph Pine II and James H. Gilmore, is a quality highly valued and demanded by today’s consumers. “Authenticity has become the new consumer sensibility—the primary buying criterion by which people choose what to buy and from whom to buy,” says Pine in an interview with Pulse magazine (May 2013). But in the world of business, what...

Farm-to-Spa Movement

The farm-to-table movement has inspired a new movement called “farm-to-spa” wherein spas use locally sourced ingredients for their spa treatments. But why should be you be part of this growing movement? Here are three good reasons: 1. Sourcing locally ensures longer shelf-life of treatment ingredients. In the “Farm-to-Spa Movement: Building Partnerships with Local Farmers” article that appeared in the March/April 2013 issue of Pulse magazine, Sundara Inn & Spa Communications Manager Carla Minskey says, when sourcing ingredients for the spa’s...

50 Things your Clients LOVE to Hear

Let’s bring some music to our clients ears! You’ll recall reading our blog awhile back titled “ 50 Things your Clients NEVER Want to Hear “. As you compare those unenthused ‘one liners’ with these genuinely enthusiastic responses below, you will see that closed minds close doors; open minds open opportunities. Take your wow factor from just visual, to fully mindful and watch your business grow. Note : The customer comps/solutions we have provided below may not match your philosophy...

A Site to Behold

Discover why a strong online mobile presence really clicks with spa-goers.
Up until about five years ago, mobile phones were used primarily for making phone calls and sending text messages. Today, more than 56 percent of American adults own a smartphone, and 55 percent of adult cell phone owners use the internet on their mobile phones, according to Pew Research Center’s Internet & American Life Project study. What’s more, according to ABI Research, 1.2 billion smartphones will enter the market over the next five years. The explosive growth of mobile technology...

Why Spa Memberships and Loyalty Programs?

Memberships and" loyalty programs have been in existence for years. Companies such as Sam’s, Costco, AAA, churches, country clubs, and airlines have successfully utilized them. Yes even the spa industry is now on the bandwagon. In 2009, Massage Envy opened its first membership and now it has more than 1,000 locations. This proves that the U.S. population loves belonging to clubs and being members of an organization. Due to Massage Envy’s success, there are several other brands launching similar membership...

4 Ways to Calculate Client Value and Grow your Business

Not all clients hold the same (potential) value when it comes to your business. So it’s important to consider why you might be handling a client you only see twice a year, the same way you are handling a client that comes in every week. Developing service standards based on existing and potential client value is a logical thing to do, if you want to do more of what is working, and less of what isn’t. In a nutshell, your...

Generation Spa

Discover how some spas are attracting younger spa-goers in a bid to capitalize on an untapped market.
Long gone are the days of when kids and teens were seen and not heard. In today’s society, youth have more influence and presence than generations past. They’re dictating the clothes they wear, the food they eat, what they want, and how they want it. These choices include discretionary purchases at the mall, at the movies, on vacation, and in the spa. In recent years, an increasing number of kid- and teen-focused services have made their way into the industry...

Mobilize And Drive Your Business!

Business and consumer news in 2013 continues to be sharply focused on the introduction of the next great computer tablet or smartphone – or speculation about what the future holds for the generations of tablets and smartphones sure to follow. If they seem to be everywhere, it is because they are, and savvy spa owners have already learned that they need to make adjustments to remain visible in an increasingly mobile world. If you are still relying on a desktop-optimized...

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