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KATIE BARNES » MANAGING EDITOR » SPA BUSINESS
How can operators cut their menu but still ensure they have something that’s interesting enough to pull in customers?
MENU ENGINEERING EVERYONE’S TALKING ABOUT...
Until recently, the length of a treatment menu was synonymous with the qual- ity of a spa facility. Operators were in competition with each other to come up with the most elaborate therapies to capture customer attention and the more treatments and choice they could off er their guests the better. Now, however, reality is beginning to set
in with the understanding that more thera- pies mean more time and money spent on training, not to mention the stocking of extra products. In addition, many are dis- covering that long, fancy treatment menus can be confusing and off putting for a cus- tomer – especially if they’re fi rst-timers. With this in mind, shrewd operators are
embarking on treatment menu engineering processes. T ey’re streamlining their off er to make it easier and more fi nancially via-
How and why are
spas streamlining their treatment menus?
ble for themselves, and more palatable and enticing to clients. But just what does this engineering process involve? Considering the cost and popularity of
a treatment is obviously key, but where should the line be drawn? A few years ago, Disney overhauled its giſt shops to only include the best-selling items, cut- ting out expensive extras such as Persian
‘magic carpet’ rugs that customers never bought. Yet following the exercise, sales plummeted as customers liked to have the
26 Read Spa Business online
spabusiness.com / digital
choice and that type of environment to buy in regardless of not purchas- ing items like the rug. Might the same apply to treatment menu engineering? How can operators reduce their off er- ing, yet also ensure that they have got enough interesting therapies to keep customers booking?
And how can operators choose which
treatments to keep on the menu and which ones to cut? Aſt erall, low treatment sales could be down to lack of trained therapists or something as simple as a poorly written description. Or perhaps the treatment is buried so deep in the menu that custom- ers never get round to reading it before they make their decision. We ask some experts about what oper-
ators should focus on and how frequently you should undertake menu engineering.
SPA BUSINESS 1 2012 ©Cybertrek 2012
JASON STITT/
SHUTTERSTOCK.COM
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