Mala McAlpin We know that these days, skincare and spa regimes are being treated more and more like the gym – something to be worked on regularly, making gradual improvement over a period of time, in order to achieve long term health as opposed a quick fix. Well how about structuring your actual business more like a gym too?
Spa memberships are slowly increasing in popularity, and it isn’t difficult to see why. The trend can arguably be attributed to the rise in holistic wellness, which operates under the same proviso that wellbeing can be improved with consistent self-care, and regular trips to the spa for physical and/or mental ‘me-time’.
There are plenty of benefits associated with memberships, for both the business and your clients. Clients can enjoy discounted rates, plus the joys of knowing they are slowly working towards better health, and you get to enjoy the security of knowing your clients are coming back regularly. Memberships always work particularly well for treatments like saunas, massages, facials, yoga or meditation classes, but can just as easily include any treatment of your choosing, such as injectables. You could even include a product purchase value if you choose.
If you’re considering membership options for your spa or salon, here are some things to keep in mind:
Structure
Generally, there are two ways in which your memberships can be structured financially. One is a month-to-month option (again, just like the gym) by which clients pay a monthly fee to receive a specified list of benefits or treatment value of their choosing. An example of a spa doing this is Sydney’s Espavita, who offer several membership options starting at $89.95 per month. The highest membership level ($129.95 p/m) offers a 90 minute massage + upgrade to hot stone and 75 minute facial, plus added benefits like health rebates, discounted waxing, tanning, teeth whitening and gift cards, use of the member lounge and unlimited infrared saunas.
The other option is to charge a set upfront cost, allowing clients to redeem your list of benefits over a specified period of time. Or you could take the route of Brisbane’s new Kailo day spa, and offer a set treatment value for a reduced rate. For example, Kailo’s Retreat membership option offers $1600 worth of spa treatments for $1450, or the Wholeness option which offers $5450 for the price of $4950 – all plus complimentary makeup lesson, wellness consult and cosmetic doctor consult, discounted gift vouchers and injectables plus a bunch more.
Scope the competition
As always, do some research on similar nearby businesses to ensure your pricing is in line, but keep in mind that every business is different. You don’t have to be the cheapest to be successful.
Market the hell out of it
Don’t forget to market your membership options as much as possible. Use every platform available to you – website, newsletter, social media, in-spa collateral etc. If you’re newly introducing membership options, why not do a one-day reduced offer?
Troubleshoot your system
Particularly if you’re just launching your memberships, make sure your system is tried, tested and flawless. Depending on your memberships themselves and on your point of sale system, it can become very confusing for clients and staff to track usage and spend, especially when dealing with high volumes. Get your system in place, run tests and have an in-depth staff training session to ensure your team is confident in the purchase and redemption process.
Have some fun
You have the opportunity to have some fun and make your memberships your own. Put some thought and effort into what kinds of things you want to offer – cute redemption cards you design yourself, welcome packs or gifts containing hand-written letters, the choices are endless, and your clients will absolutely appreciate you going the extra mile.
