Owning and operating a successful spa requires you to distinguish your business from the sea of competitors. An effective way to do that is by providing unique services that set your business apart and give you a marketing advantage. One great way to differentiate your spa services is through bundling. By grouping related or complimentary spa services together, you can create a unique branded service offering for the services that you already provide. Ideally, those bundled services will focus on three critical areas of service: resurfacing, tightening and rejuvenating the skin of your clients. Most spas provide general services, such as aromatherapy, facials, massages, skin peels, exfoliation and others. Offering the same services in the same manner as your competitors doesn’t give potential customers an engaging reason try your spa over another, making it difficult to grow your business.
A general marketing rule is that it costs your business five times as much as your competition spends on marketing to draw customers away from them. So, luring customers away from competitors can be very costly. Instead of competing on price for the same service, differentiating by bundling spa treatments provides you a competitive advantage in marketing, while making it easier to sell additional services to each client. It’s a win-win for you and the client, since the client gets a better value (assuming your bundle includes a slight discount from a la carte pricing), and you get higher revenue from that client through the sale of multiple services. Instead of selling treatments piecemeal, you grow your business through increased sales volume to each client. Since you are doing more at each visit, the discount is offset by the gain in efficiency and utilization for your spa and staff.
An example of bundled treatments could be a three-part facial bundle which combines microdermabrasion, dermaplaning and a firming mask with vitamin C. The marketing message could read something like “Three Way Facial Revitalization Therapy – This premier service starts with dermaplaning to remove bothersome hair follicles and peach fuzz; Microdermabrasion then exfoliates the skin and removes dead cells; once the skin has been prepped and dead cells removed, your skin will be pampered with our proprietary firming mask that promotes new cell growth and lowers your skin’s pH. The three-way facial helps reverse the ill effects of sun exposure and aging, resulting in glowing skin with a more youthful look.”
The bundled facial service is just one great example of how you can create your own bundled package of services that customers will find beneficial and more affordable. Give your bundles your own proprietary name to help brand you spa services. Just remember, you are trying to win customers, so build in some flexibility or offer options in your bundles by changing up one or more specific treatments to make it better match the specific needs of particular clients. When you personalize your proprietary bundle to match your client’s needs, you establish a rapport that can become a powerful marketing tool while further differentiating your spa services from those offered by the competition.
Let’s use our Three Way Facial example again to illustrate an example of how you might personalize a bundled service you offer your clients. In this case a quick and easy customization could be to assess their specific skin types before determining the types of bundled services. Skin types come in four types: dry, oily, a combination of dry and oily, and mature. When you treat each skin type, there are different types of treatments that can work best.
If your client has dry skin, his or her skin does not produce the natural oils and lipids that hinder natural exfoliation, you could customize the bundle by using a mask that helps restore oil and water to the skin. On the other hand, when your client has oily skin, using chemical based facial treatment will help to remove debris and excess skin cells that are attracted by the oily skin.
Clients who have a combination of oily and dry skin will have some areas that are dry and others that are oily. Again, here you can customize by including treatments with salicylic or glycolic acids in the oily areas and moisturizing the dry areas to improve exfoliation results. For mature skin, you would likely recommend a treatment that uses vitamins, antioxidants, and minerals to improve circulation and restore a younger, brighter look. Offering a proprietary bundled package can help you treat those specific skin conditions and really personalize your service to each client.
Bundled treatments might include microdermabrasion treatments to remove black heads, age spots, tiny wrinkles and other skin defects, while exfoliating the skin and making it look and feel fresh and young. Adding microcurrent treatment to the bundle also can help by treating the skin with a very low electrical current, which helps to tighten the skin and renew the muscles beneath. Combining light and oxygen therapy will provide a complete bundle that ensure the skin receives all the nutrients and oxygen it needs to promote better health and a more vibrant look. Any of the treatments you currently offer could be effectively included in a bundle. Think about what your customers frequently buy together, or what you frequently recommend together, then be creative and start bundling.
Bundling spa treatments will help to establish your spa’s brand in the marketplace among current and potential clients while also providing them a better perceived value. Aesthetic Solutions can help you put bundles together, and learn additional treatments that are good candidates for bundling and will help please your clients, and make your spa more marketable and profitable. A great resource for information on every facet of growing your spa business, Aesthetic Solutions can help you obtain the best quality equipment at a competitive price and provide you guidance and training to ensure your clients have the best possible experience and results from their spa treatments.