In spite of its relaxing image, today’s spa and skin care industry is fairly competitive. The businesses that are winning are those putting in extra effort to truly understand not only the client demographic they wish to attract, but also the larger wellness challenges today’s society faces.
First and foremost, you must fully perceive who your client is. Let’s say you choose to open a day spa in a high-traffic area near several corporate offices. You might naturally attract a corporate female clientele. By identifying their wellness needs, you can customize an experience that caters primarily to them, such as offering:
- A quiet room with Wi-Fi where clients can charge and access their personal communication devices;
- Storage areas for laptops, electronic carriers and briefcases;
- A menu of specialized services for aches and pains that accompany long hours of computer usage;
- Shorter services allowing clients to sneak away for a quick respite;
- Products they can purchase to use in their offices, such as aromatherapy items or seat cushions; and
- Healthy on-the-go snacks and drinks.
Adapting to your client base
Customizing your skin care facility to meet the particular needs of your client base might seem like a no-brainer, but few businesses get this part right. Most clients today are time-starved and stressed out, and have a multitude of options with a high level of skin care knowledge they have gained from their own research. Skin care facilities have to move beyond offering friendly customer service to create brands that help to ease clients’ lifestyles and cater specifically to the needs of their chosen client groups. Following are three basic needs of emerging consumer groups that spas must consider.