Bridging the gap between medical and preventative approaches
Dr John Brazier, founder, Kore Therapy Stories of treatments, products or therapists skills – tied to a sense of place – add value to menus
What happens after menu profi tability and popularity analysis?
Mary Darling, freelance hospitality consultant; and founder, Bali Wellness Journeys
The CRASE system, as Spa Business’s feature on treatment menu engineering shows (see SB12/1 p26), is an excellent tool for analysing sales profi t margins and popularity. Yet the psychology of buying – based on the actual design, layout and overall strategy of the menu – is also vital. The menu booklet, website, in-room materials and phone/tablet apps are all read differently so design must be adaptable. Images help position experiences so make them professional, educational and interesting. Be cautious of female imagery and words if attracting men too and if located in areas where the culture is gender sensitive – focus more on health, wellbeing and prevention. Clearer font styles, such as serif, can make easier reading in dim light, while increasing font size or changing the colour can make items sell more effectively. Paper quality and use of watermarks all infl uence a buyer’s perception too.
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We read in patterns so placement of items can generate more sales. For example, if reading left to right perhaps the most profi table item should appear upper right. Signature treatments can be featured with graphic design elements to draw attention. The use of dollar signs or mul tiple zeros in foreign currencies should be reduced (or eliminated). While using leader dots to prices or listing prices in columns can turn a spa experience into just a treatment.
Descriptions and stories of the treatments, products or therapists’ skills – tied to a sense of place – create a subconscious clue that they’re a ‘not to be missed experience’, which can infl uence the perception of price value. Educating customers on the benefi ts of various modalities by using research such as that found at
www.spaevidence.com can have a similar effect. In addition, offering certifi ed organic products and/or including brand names in descriptions can justify higher pricing. Meanwhile, listing awards and customer testimonials provides subliminal assurance that a customer has made the right choice, so use them. Spa menu offerings are the foundation to a successful business, please consider adding psychology to your pricing and profi tability analysis.
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I was interested to read your editor’s letter (see SB12/2 p5) observing the confl ict and competition between a medical and preventative approach to illness in the US. The spa market, inadvertently, gives the impression that it’s only good for women and relaxation. As a complementary medicine training provider, our aim is to help transform this superfi cial image. Our courses range from two to 20 days and are focused on Kore Therapy which combines western musculoskeletal assessment and treatment with traditional Oriental hands-on medicine. We use muscle testing to fi nd pelvic, spinal, organ and digestive imbalance, for example, and then treat the condition at the root cause. We’re already working with academic bodies. Our acupuncture course is going through validation for a masters degree in Developing Practice in Complementary Medicine at the UK’s Blackburn & Cumbria. And we’re partnering with it to research the impact of Kore Therapy on ME and fi bromyalgia. We’re also working with Mercure UK, part of Accor, and have trained a team of therapists and personal trainers across the country to carry out musculoskeletal assessment. Mercure Spa Naturel group will offer these assessments to all corporate clients, gym members and spa and hotel guests. A fully clothed, 20 minute screening generally converts at 70-80 per cent of clients immediately booking for a full treatment afterwards. We will be working together to prove that relatively low guest capture rates can be considerably increased at the same time enhancing the credibility of spa. All that’s needed is an upgrade in skill sets and change in the spa language – so it’s a little less fussy and more results focused.
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