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“ IBV studies show that the majority ( 45 percent ) of consumers still use the in-store experience to make purchases , while 28 percent make purchases online and 27 percent use a hybrid approach to making purchases .”
they ’ re willing to pay a significant premium for products that align with their priorities .
With these data points in mind , spa industry professionals can take hope in the fact that the benefits of spa are exactly what the largest global consumer base is looking for . Not only do these consumers stay on top of trends , but they aren ’ t afraid to talk about their good experiences , as 58 percent of purpose-driven consumers surveyed by IBV have recently introduced friends and family to a new brand or retailer . Attendees of ISPA ’ s 2021 Stronger Together Summit will remember that one of marketing guru Seth Godin ’ s points of emphasis was the unique and often untapped power of word-of-mouth marketing . Spas would be wise to tap into the enthusiasm of purpose-driven consumers by offering referral perks or spearheading additional initiatives to capitalize on these consumers ’ willingness to share the good news of spa with others .
How are consumers using their in-store shopping experience ?
38 %
65 %
45 %
To Learn To Shop To Buy
While consumers use the in-store experience for varied purposes , the majority of buying is still done in-store .
MEETING GUESTS WHERE THEY SHOP Before the pandemic , modern consumer habits were already trending toward the multi-channel approach that has quickly become the norm over the past two years . Stores may no longer be the default mode for shopping , but they ’ re still central to the customer journey . IBV studies show that the majority ( 45 percent ) of consumers still use the in-store experience to make purchases , while 28 percent make purchases online and 27 percent use a hybrid approach to making purchases . This data suggests that elevating the roles of in-store associates and therapists could play a major role in increasing the likelihood of a guest making a purchase before they leave the spa , capitalizing on the existing appetite for hybrid offerings .
Modern consumers demand digitally enabled stores that seamlessly merge their digital and physical operating platforms to deliver an experience that leverages each channel ’ s strengths . For many companies , this will require streamlining and digitizing the store experience , while also elegantly integrating digital and in-store experiences . For spas in particular , this is an opportunity to find creative ways to send a piece of the spa home with each guest and enable them to make online purchases to supplement their in-person spa experience at home . Practically , this could look like making take-home spa care kits available for purchase during a treatment or at checkout . Additionally , it could be a follow-up email that encourages the guest to maintain their self-care between spa visits and purchase a self-care kit that can be shipped and delivered right to their door or picked up curbside .
The purpose-driven consumer is engaged and enthusiastic about products and brands that help them achieve their self-care goals and standards . Brands that provide product clarity and streamline the shopping experience will have a valuable opportunity to win consumers ’ favor , so that even if your spa ’ s take-home kit doesn ’ t include an apple , the benefits derived from the experience will hopefully aid in keeping that guest well enough to give their doctor ’ s phone line some much needed relief . •
58 PULSE • APRIL 2022