ISPA NEWS
ISPA Foundation Releases Key Findings in the Spa Consumer Snapshot Initiative( Volume Two)
In July, the ISPA Foundation released the second round of consumer research findings in the Spa Consumer Snapshot Initiative( Volume Two): Discounting and the Spa Industry— The Voice of the Consumer. The U. S. nationally representative survey was conducted by PwC. In January of 2012, Volume One was released and provided ISPA members valuable findings and insights into consumer perceptions and misconceptions about the spa industry.
The Spa Consumer Snapshot Initiative is an ongoing ISPA Foundation initiative in which a representative sample of 1,000 U. S. adults participates in each edition. The snapshots are an invaluable insight into the real-life attitudes and opinions of a sample of the spa consumer population. With the future completion of several waves of research, it will be feasible to draw in-depth conclusions on industry trends and key issues.
The Spa Consumer Snapshot Initiative( Volume Two) results are free to ISPA members. The following quotes from survey respondents identify some of the consumers’ most preferred loyalty benefits:
ISPA would like to congratulate the following spa industry professionals
who completed the Certified Spa Supervisor( CSS) Exam in June 2012: Jacqueline Schieding, CSS Tina Celona, CSS
To sign up for the CSS course:
● Go to experienceispa. com.
● Click the“ Education & Resources” tab.
● Click“ Courses.”
● Click“ Certified Spa Supervisor Program / Supervisory Skill.”
“ My favorite benefit would be getting a discount on something on my first purchase. This not only lets me see if I like the service / product, but really makes me confident that the store is big on customer service.”
— Female spa-goer, 18 to 24 years, between five and seven visits in the past 12 months
“ We especially like a reward program at a local restaurant that gives us $ 20 credit for every $ 100 we spend.”
— Male non-spa-goer, 55 to 64 years, has not visited a spa in the past 12 months
“ Discount on future services after a number of visits, i. e. have 10 pedicures and the next one is discounted.”
— Female spa-goer, 45 to 54 years, between two and four visits in the past 12 months
Download the Spa Consumer Snapshot Initiative:
● Go to experienceispa. com.
● Log on to the“ ISPA Members Only” section.
● Under the“ Education and Resources” tab, click“ Free Member Benefits.”
52 PULSE ■ September 2012