Day Spa Market Research
Mar 18, 2012 Open a Day Spa
Market research is an integral part of your day spa’s success. It is imperative that you carefully consider the population near your business. You may be very interested in caviar facials but if your potential clients are not, the treatment is not going to have a great impact.
Your potential customers are your day spa’s potential. One of the most important aspects of developing a plan to open a new business is to become familiar with the demographics in your area. This is a basic concept in the law of supply and demand.
Know Your Demographics
Getting to know your demographics requires some footwork but it pays off in the end. A great approach is to get a membership to the International Spa Association (ISPA). This organization publishes a report that outlines habits of spa users. The Spa Users Report is available to members at half the cost than for non members.
The general demographics indicate that the typical spa user is married and has a college education. Typically, they come from households that do not have children under the age of eighteen and they are employed full time. They are generally in their early to mid forties.
The vast majority of spa goers are women. Only about twenty percent of the spa users are men. Household income for the typical client is about $95,000 dollars annually. These demographics can give you an idea of which services are best to cater to your specific population.
Considering the general demographics, you would most likely choose treatments that have anti-aging elements as well as stress-reducing services. Since many of the people work at least part time, you will have to accommodate them by being available during the evening and on weekends.
Men do make up a portion of the spa-goers so it is helpful to have some services for this population. Current trends suggest that couples are taking trips to day spas together. Knowing this, you can sell a couple package to one of your female clients in hopes of getting her partner’s business as well.
The community that you choose is important, too. Conservative towns will have different wants and needs than liberal ones. Some regions opt for treatments that make them look younger while others focus on health as their primary issue of concern.
Your advertising, atmosphere, services and hours of operation depend heavily on the demographics. A day spa is a service industry. The customer is the most important factor.
Understand What Your Potential Clients Really Want
No matter what the service or product, people want value. This doesn’t mean that they want something for next to nothing. They just want to have a great experience that doesn’t leave them with buyer’s remorse.
The very notion of a day spa conjures images of pampering and luxury. Many people are not comfortable making regular visits to a spa because they may feel guilty for being so extravagant. It is helpful if you express how beneficial these visits are to the consumer’s overall wellbeing.
Package deals are perfect because they allow you to sell more treatments at a lower cost. The client saves money while enjoying stress-reducing, healthful treatments. The package deals should contain services that complement each other.
Consider wet services versus dry services. You have studied the demographics so you know whether the population is comfortable with wet treatments. Hydrotherapy requires the customer to remove clothing. Some people may shy away from these services.
A package could include a wet service like a mineral soak followed by a body wrap. The services would be complemented by a facial and makeup application. Plan your packages according to how long each activity takes.
If you are going to embrace the package deals in full force, you might want to include a light lunch or snack. Some may want to include champagne or sparkling juice. The packages may take three to five hours to complete in some cases.
Package deals make wonderful gifts and they are perfect for bridal parties and birthdays. You could include limousine services arranged with a local limo company depending on the season and the demographics.
The economy is a factor to consider as well. Research your potential customers’ economic base in order to decide what variety of services and specials to consider. The city’s economic development office should be able to give you an idea of how strong the region’s industry is. You want to forgo gemstone massages in a blue-collar town that is in the throes of economic hardship.
Put it all Together
Your day spa should embrace the wants and needs of the customers in your vicinity. The basic law of supply and demand suggests that you should provide services that are in demand but may be lacking in your region. The best place to begin is to consider your demographics and the most recent developments in the spa industry.
Get to know the current trends in Hollywood and New York. Follow popular programs and talk shows to get an idea of what your target market wants. Measure whether hot new trends are necessary or whether you should stick to the basics.
Most of your decisions will fall into place once you have a grasp of your target market. Your potential customers will influence your package deals and they will help you decide which services are right for the day spa.