ie Perrone Goldstein on June 11, 2010
In the current economic climate, what gets a consumer to try a particular spa they have not been to before?
In Coyle’s Global Spa Survey, we asked respondents to tell us what the primary reasons for their latest spa visits were. Respondents were encouraged to select as many options as applicable, thinking of their past several spa experiences. The results are as follows:
- Relaxation/Stress Management – 89%
- Hair/Nail/Waxing Maintenance – 60%
- Improve Appearance – 44%
- Skin Care – 38%
- Gift – 34%
- Pain Management – 23%
- Social Experience – 22%
- Other – 4%
- Medical Reasons – 4%
Almost every spa patron is seeking Relaxation/Stress Management. Spa-goers seeking maintenance (hair/nail/waxing) and appearance improvement, the number two and three reasons for spa visits on the list, are also an important market, and by definition are already purchasers of what spas offer.
34% of the responses indicated that visits were prompted by redeeming a gift certificate. We are hard-pressed to think of another industry where gift certificate redemption is a primary driver for a purchase.
Gift certificates are more commonly marketed to compel an upsell or provide the recipient more latitude in their spending. Clearly, spas need to be sure that gift certificate promotion is conspicuous in all efforts and that purchase is easily executed.