Pulse May 2017 | Page 27

repeat customers and serves to promote a loyal client base. Meeting Guests’ Expectations Dobson has noticed clients prefer constant and effortless communication. “Clients want to have immediate and accessible answers and results,” she says. This is why she made it a point to include all menu offerings and prices on the spa’s website, as well as offer easy booking options via the MINDBODY app. “Our menu is completely paperless,” adds Dobson. “This allows us to add new services to our menu quickly, easily update our descriptions and pricing, and get the word out to our customers efficiently.” n ABOUT THE SPA The on-site fitness and yoga studio attracts a loyal client base. through constant education and training. “We believe that staff can never receive enough education on services, products and the industry,” she says. Marketing Solutions As the only full-service “medical spa, day spa and fitness studio” in the Peterborough area, Euphoria Wellness Spa has its share of marketing challenges. “Our biggest marketing challenges include having our services and atmosphere viewed as part of one’s wellness, not just as a luxury service. Our services are often seen as an indulgence when, in reality, these services allow our clients to take time for themselves, which is a rarity with today’s busy schedules.” To counteract this perception, Dobson implemented a clear business model. She wanted Euphoria Wellness Spa to be a one-stop wellness shop for her clients, with a pricing strategy that brought every- thing together. Spa guests, for instance, are given a 10 percent discount when they book another treatment within two weeks from their last visit, a loyalty program that rewards them with a compli- mentary product or service as well as free access to the spa amenities. Fitness members, on the other hand, receive 10 percent off retail products, Starbucks coffee at the cafe, skin-care services, medical esthetics, hair services and educational workshops. In addition, they also receive access to spa facilities such as the steam room, infrared sauna, and showers, as well as complimentary express manicure, pedicure, and facial treatments on their three-month, six- month and one-year anniversaries, respectively. By offering cross-service promotions and deals, Dobson ensures clients take advantage of all aspects of the spa’s offerings. Plus, this method increases Spa open date: November 15, 2016 Facilities/amenities: Eucalyptus steam room, dry sauna, co-ed infrared sauna, aromatherapy shower, heated floors and fitness studio Percentage of guests (male vs. female): 12% male vs 88% female Number of full-time spa staff: 25 fulltime, 20 part-time Product lines used: Noel Asmar Group Inc., Barefoot Dreams, Inc., Aveda, SpaRitual, FarmHouse Fresh, GEHWOL Foot Care, jane iredale, COOLA Sunscreen, Feeling Smitten, Intraceuticals Most used marketing channel: Radio ads and social media Website: euphoriawellnessspa.com Phone number: 1.705.741.4772 Facebook: facebook.com/ euphoriawellnessspa Instagram: @euphoriawellnessspa Twitter: @EuphWellnessSpa May 2017 ■ PULSE 25