THE POWER OF A PRESCRIPTION

A natural part of this job is spa research and mystery audits. Call it a work perk! But what I find is often lacking when I receive a treatment, is that I almost never receive a skin prescription. Why does this make me sad? Well firstly, its because I meet so many spa directors and owners that lament the lack of retail sales. Then secondly, it’s because I’m actually yearning for a skin diagnosis and some good solid advice from a professional. After all, I have just had a therapists undivided attention on my face or body for at least an hour, maybe even more - observing my skin under a light, feeling its texture, seeing the way it responds to various products. The least I expect is a little bit of guidance. What type of skin do I have? Am I prematurely ageing? How do I best take care of my skin? Are there any particular products that are highly recommended?

Now while I may have ticked all product boxes on my consultation form, it does not mean that I am closed to considering a new brand or a particular product in that brand. I might even be ready for a complete skincare overhaul! You never will know if you don’t tell me what I need.

Guests and clients are looking for solutions and aestheticians and therapists are perfectly poised, given their expertise to give it. In fact, if they don’t, that same client may be buying their skincare from the local chemist.

One simple solution to this, is designing an easy to use prescription that therapists give to each client. They simply tick all of the products used in the spa ritual, down to the essential oil used in the space, and then asterix or underline 1 to 3 hero products they believe would work wonders for their client. It takes all of one minute or less!

It’s a good idea for your prescription form to feature each product, along with how to use it - am, pm or weekly. The other thing to note when designing your form is to add the price discreetly alongside so that it serves as a price list. Many guests are too embarrassed to ask for a price, so this helps them do the maths in case they wish to purchase.

And finally, even if your client does not purchase product today, they may return tomorrow, or at the very least they have received the full circle of professional advice and guidance that we all expect when visiting a day spa or beauty salon.

If you need a prescription designed do let us know as we would love to help, or take a cue from the example in the photo.

THE GUEST JOURNEY

A seamless guest journey is a sum of many parts. If we want to 'wow' our guests and take them on an exceptional journey then its necessary to consider all of the pieces below. 

WEBSITE - The flow of business often begins with your website. People of all demographics and ages search for services via the internet and your website needs to be designed with some keyword and SEO silo capabilities. It also needs to use imagery to evoke anticipation and desire.

SPA COLLATERALS - First impressions count! Your collaterals present and ultimately sell your brand. The Spa menu needs to be readable, evocative and wet the Spa appetite. Promotions and PR also need to be in motion.

THE RECEPTION AREA - This ambient space is what sells your Spa when a guest enters. It needs to feel and look good, smell nice and feel calm.

THE SPA RECEPTIONIST - This person is your ‘peace and wellness’ representative and ideally the Spa Manager. They drive the business of the Spa through clever use of suggestive selling, upgrading and efficient management of calendar.

MAKING AN APPOINTMENT - The phone should be answered within 3 rings. Emails should be answered within 3 hours and walk in guest’s should be attended to within 30 seconds. This process has to be efficient and easy for the guest.

THE SPA WELCOME - The experience starts with a warm welcome and ease of flow into change room and serenity lounge. A spa refreshment and consultation form await. A spa therapist arrives well groomed, calm and smiling.

THE SPA THERAPIST - The therapist is professional, courteous and genuine.

THE TREATMENT ROOM - This space needs to be clean, ambient and inviting. It is also crucial that the therapist has the operational items, environment and the workable flow needed so that they can perform the treatment proficiently, calmly and quietly.

THE CONSULTATION - A consultation done well opens the way to upgrading, rebooking and retailing. It also makes the guest feel they are having a treatment tailored to their needs. Ideally discussed during foot ritual.

TREATMENT - This is where we really prove our worth. The treatment is tailored where appropriate, the therapist uses polished language, moves about the room quietly, is skilled, confident and trained to perform the treatment.

IN CLOSING - The guest is offered lifestyle advice, product recommendations, and is escorted to serenity lounge, served a refreshment, given a prescription form and tray with retail and upon return to reception is rebooked and billed. 

I hope this summary provides some guidance and if you are wondering how your spa stacks up, then consider engaging a mystery shopper to review the guest journey. Feel free to give me a call to find out about the service we offer in this realm, and till then remember its the tiny touch points that matter.