Part 1 of this Consumer Trends blog covered the first 5 trends to watch according to Trendwatching.com. The next 5 are as equally compelling…but don’t think you can handle them all; choose your favorite(s) and remember it’s a work in progress…
6. Celebration Nation: Cultur-aware
Emerging markets will proudly export and even flaunt their national and cultural heritage in 2013. Symbols, lifestyles and traditions are being modernized and marketed with pride to both domestic and global consumers. For example, shoppers at Neiman Marcus in San Francisco can purchase the Korean beauty brand Sulwhasoo, whose distinctive packaging resembles classic Korean pottery, as well as native botanicals and herbs such as ginseng and white peony root.
SPAdapt: If you’re not from an emerging market, then consider partnering with a hot local brand that is from one, and bring their flavour to your spa. Paying respect to local cultures is as hot in your small corner of the world, as it is to the major players on their global platforms.
7. Data Myning: ‘Good’ data, not ‘big’ data
Consumers are choosing businesses that can provide relevant solutions to their very targeted questions and needs. It’s no longer the focus to bring only valuable customer data to businesses; consumers want brands to actually demonstrate ways to improve their behaviours and save them money outside of your four business walls. Opower is an energy app that allows users to compare and compete to reduce household energy waste.
Offering this kind of service must make the customer feel served to, but not watched.
SPAdapt: Our Profit Models blog talked about the #1 Customer Solution Profit model (client profiling) as being the one that all other business strategies should be built upon: Upfront investment = long-term payoff. Now that you have this data, turn it into relevant solutions for your clients. Example: Save your clients the worry, as well as their time and money, by offering them access to your business network of professional alliances who can offer a combination of diagnostics, prevention, maintenance and curative products and services for their many needs that may arise.
8. Again Made Here: Coming Home
Local manufacturing is the new service economy. 4 out of 5 US shoppers are more likely to purchase a product made in the USA. I know this is also a very strong trend in Canada as well. As this trend continues to become embraced throughout many business sectors, it provides very good news to those manufacturing companies who have lost business to overseas manufacturers; as well as those who are manufacturing overseas and are concerned with rising complications (overseas labor, lead times and supply chains).
SPAdapt: There should be no problem finding an abundance of health and beauty suppliers and manufacturers to purchase your “made here” spa retail items from. I see this trend, combined with #6 Celebration Nation above, as being an absolutely delicious combination. What could be more appealing than a combination of service and product offerings that originate in your country, coupled with a nice rotation of niche offerings hailing from your strong and sexy emerging markets?
9. Full Frontal: The Transparent Truth
Now we’re moving from ‘having nothing to hide’ to pro-actively showing and proving we have nothing to hide…clear evidence…actual results. Your business culture, ethical values and environmental credentials have to go beyond making a statement. No more talk about mission and purpose, now consumers are buying from brands who talk results.
SPAdapt:Nearly 85% of consumers worldwide expect companies to become actively involved in promoting individual and collective wellbeing (Source: Havas Media, November 2011). This just happens to be where many spas shine, but no matter what your position is in the spa industry, by actually showing your progress in the goals and commitments you have, you will in your customer’s eyes, move from promises, to proof. For example:
Spa Goal: To launch 2 new wellness programs in 2013…Result: Not Achieved: 1 of 2 programs successfully launched.
Supplier Goal: To increase Staff Wellness Training to 20 hours per year…Result: Achieved.
Hotel Goal: To reduce energy consumption by 4%…Result: Exceeded, reduced by 5%.
The good news is that you are not expected to be flawless, you are simply expected to show good intention towards your commitments (see #8 FLAWSOME).
10. Demanding Brands – Our Wish…your Command
Ambitious, responsible brands who are embarking upon a more sustainable future will demand that their customers also contribute. To promote charitable blood donation, Brazilian soccer club Vitoria released their team shirts in white and black stripes and are encouraging fans to donate blood to restore the team shirts to their regular red and black stripes.
SPAdapt: The goal would be to make meaningful demands on an ongoing basis, as opposed to being temporarily demanding. Example: To reach annual charitable donation goals, dedicate an area in your retail space that sells art pieces ongoing, that are created by your staff and clients, with all proceeds donated to that cause. Example: Looking for a new Massage Therapist? Involve your VIP clients in a community Job Fair and continue to involve them into the referral, recruitment and hiring process.
Find out much more about Spa Trends in our fabulous
Spa Marketing Manual!
Source: www.trendwatching.com. One of the world’s leading trend firms, trendwatching.com sends out its free, monthly Trend Briefings to more than 200,000 subscribers worldwide.