EXPERTS
conversation A
rguably mankind’s greatest invention, the internet is an unending source of information that’s re-shaping the way we work and play. Likewise, businesses are utilising the web like never before.
They are marketing and selling themselves with greater prowess and informing and engaging their customers with, often, instant success. It’s no surprise that spa operations are navigating their way to connect more effectively with loyal and potential guests. From finding out what people say about their business to harnessing the web as a shop window for their services, the possibilities are, as they say, endless. For others, the internet’s ability to gauge what people
want is its most powerful feature. “In a physical crowd it can be hard to see how everyone is related to one another,” says Marc A Smith, a sociologist specialising in the social organisation of online communities who recently addressed the Global Spa Summit. “In contrast, social media makes this easy. Every click, link or view of content on the internet leaves a trace behind, a data log that is often available for analysis. Using new, free and open tools, it is now possible to collect public, social media data sets and to create maps of social media crowds. These maps can be used to guide a journey to identify major sub-groups and the key people within them.” Armed with this knowledge, companies are adapting to the times and are meeting their customers’ expectations. The most recent revelation concerns Apple’s applications – or ‘apps’ as they are more commonly known. New research reveals that 19 million users spend an average of 22 minutes per day on iOS (iPad, iPod, iPhone operating systems), a bigger consumer audience than some of our most popular TV shows. Apps are a big part of the picture. So how do you get closer to the interactive action? In the final part of European Spa’s software special, our experts help you get plugged into the conversation…”
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Innovations in technology can be used to motivate spa consumers as never before. In part two of European Spa’s digital debate, we explore how websites and apps can help optimise your spa business
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