#2
#1
People buy
what they
believe in.
What is your beauty and wellness
philosophy? Not the vision of who you
are or the mission of what you do,
but why you offer your unique service
mix and believe in the products you
carry. There are more choices today
than in the history of beauty and
wellness. Consumers suffer from
choice fatigue and need a clear “why”
when you present your offers. Ask
your team to fill in the blanks. “At our
spa we believe that ______ is the path
to achieve lasting beauty and
wellness and that’s why we chose
______ for our ________ treatments.”
It’s overwhelming for consumers to
be sold one product at a time. If you
have several brands, work that into
your story. Consumers need to buy
into the overall philosophy and
approach first; then your job of selling
the step-by-step program or crafting
your monthly newsletter topics is
made easier.
People want
more value
from their visit.
#3
People want
to be engaged.
Take a moment to make a list of
your unique features and options
that add value without increasing
the bill. Consider they deliver value
only to the extent that your clients
take advantage of them. Create a Today’s consumer is informed,
inquisitive and they want to do what
works. Find ways to involve your
clients along the journey. Help them
focus their attention and take a
conscious approach to wellness.
professional 90-second welcome
video tour that shares your
philosophy and the ideal
experience one can enjoy at your
establishment. Add a welcome
email in your client journey for new
client bookings. If you offer water
therapies, don’t bury their mention
in your confirmation booking. Send
an exciting pre-arrival email or text
the day before titled “Pack your
swimsuit”, so they have it top of
mind. Don’t assume your clients
have all the education. Even the
most prominent spas can omit the Make sure you check-in before they
check-out. Prior to arrival, ask your
clients to self-assess their skincare,
hair care or body care routine and
come in with questions. A great way
to do this is in a pre-arrival email the
day before their service. The subject
line can be “3 Questions to Ask Your
Esthetician”. Or “Does your skincare
fit your lifestyle?” or “Score Your Skin
Care 1-10,” and in the email’s body
ask them to consider what they are
using, how it feels and what to ask
when they are in their treatment.
Once inside your spa, have inter-
details and expect their guests to
be self-reliant along their client
journey. If you have several
options such as a steam room,
sauna and more, create a
suggested circuit with an order,
time frame and activities. Help
people intelligently self-serve. Offer
both a long version and an express
version, in case they only have ten
minutes before their massage.
Studies show the longer consumers
spend in your establishment, the
more value they receive for their
investment. active and educational discovery
displays in your retail area. Samples
that say “Try Me” are great, but
seasonal displays that help clients
discover solutions for a season, a
reason or a lifestyle are better.
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