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latest thing, the new latest and greatest is what the customer is asking for.

“ The consumer certainly drives the market,” she adds.“ There are always new and affordable advancements in beauty and technology and staying ahead of the consumer is becoming more and more challenging.”

To meet growing customer demand, Bell Tower has recently added microblading, lash extensions and dermaplaning.“ Our menu of services is always evolving and we offer seasonal and new services‘ off the menu’ until the new print, which is scheduled annually,” adds McLean.“ Social media and website changes provide an immediate revision and updates for our guests.”

retail When Bell Tower moved into its new barn space in 1999, there was plenty of room to add the kind of amenities that would make the spa stand out. So, in 2004, Bell Tower introduced a store and a café.

Unlike most spa retail spaces, The Store at Bell Tower is a full-size boutique that carries everything the spa guest might need and more. With an eclectic mix of hard-to find product lines, designer clothing and fun hand-made accessories, as well as style consultants to assist every customer’ s whim, The Store at Bell Tower is the perfect place for spa customers to continue their experience into retail. Merchandise carried at The Store can also be ordered by phone and shipped anywhere in the continental United States.

In addition to a fabulous on-site boutique, Bell Tower boasts and an onsite café, which is a light fare eatery and coffee shop. With this addition, Bell Tower became the only beauty and wellness complex in the area. n the modern aesthetic inside is the perfect contrast to bell tower ' s vintage barn facade.

22 PULSE ■ September 2017

spa locations, two Hotel Spas, one resort spa and two urban spas within southeast Queensland, Australia, can become a huge marketing challenge,” explains Stephanie Shepherd, CEO and founder of Stephanies Luxury Spas.

We can imagine! Juggling the individual needs of each location, while simultaneously keeping a cohesive brand

across them all seems like a marketing nightmare.

Keeping it together With 10 locations, devising a marketing plan for Stephanies Luxury Spas can be 10 times the work. Shepherd and her marketing team are constantly striving to keep up with the latest online marketing trends and technologies.“ We have to stay abreast of what works for both our spas and our customers, unfortunately, that’ s different for every location.”

Shepherd continues,“ We are continuously auditing, assessing and developing on existing platforms for ongoing improvement and monitoring the results.”

Shepherd also makes sure each individual spa team is trained on marketing efforts, social media use and customer education, so that they can participate in and improve marketing efforts from the spa level.

Stephanies Luxury Spas relies heavily on guest feedback, which Shepherd uses in everything from marketing to menu creation. The customer is king and