FIVE WAYS TO INCREASE FESTIVE GIFTING SPEND

By Tracey Stapleton

Your spa may currently have a healthy block of bookings, but are you doing enough to maximise your business in the last quarter of the year? After all, largely due to gift voucher sales this is one of the highest revenue-generating periods.

While for some, Christmas marketing starts in July, it’s never too late to review your strategy and implement key drivers that can make an immediate difference to your business.

Here are five marketing initiatives that could boost your business into the New Year.

1. Define your goals

Having a plan in place that includes specific and measurable goals is the key to achieving the best business results. Typical aims might include making 2021 your biggest retail sale period ever, increasing the average customer spend per visit, filling up your 2 booking schedule for the start of the New Year or raising brand awareness to maintain positioning and reputation.

2. Be smart with your software

Technology has been the saviour of many spa businesses this year as they have grappled to cope with the demand for staycation bookings while simultaneously dealing with the challenge of staffing.

Spa software has come a long way in recent years and according to Steve Porter, co-founder of next-generation spa software, Trybe, more than 50% of bookings are made out-of-hours. You therefore need a system that allows your guests to book when you’re not there to answer the phone.

“You can increase your customers’ online spend by introducing smart up-sell technology at check-out,” adds Steve. “This can allow your guests to add a bottle of Champagne for their arrival or purchase a gift voucher, for example, with a single click.”

With 75% of shoppers purchasing their Christmas gifts online, adding this capability makes perfect sense.

Tracey Stapleton

3. Make a premium proposition

a ribbon or even scented paper, that The gift voucher market in the UK is valued at £8 billion (€9.3 billion) and the psychology behind it is fascinating. A voucher represents both the purchaser and the recipient, so givers are more likely to purchase a premium gift if the option is available. They want to be perceived as ‘premium’ as much as they want their recipient to be.

As part of this transaction, the larger the spend, the nicer the gift card should look. If you’re able to give or post the item in a bespoke box with adds a sense of value and exclusivity.

For digital vouchers, try new innovations such as creating an exclusive video card on your website that is only accessible to gift voucher holders, or perhaps a QR code that entitles the gift voucher purchaser a special rate on their stay.

Brian Dunne, joint owner of Lavish and known in the industry as ‘Mr Gift Card’, says vouchers also encourage people to return to your business. “When someone is given something at full face value, their propensity to return is much higher than if they had received something at a discount. “Research shows that if someone is given 50% off something, they are emotionally inclined only to return if they are given that discount again.”

4. Create magical experiences

The festive season is a time to make your guest experiences sparkle both in person and online. Maybe stage your own Christmas market with your suppliers or host a special festive week event that offers benefits to both guests and staff.

If you have space, run a series of workshops that groups can enjoy as an alternative office party. One of our clients’ most successful events was a festive wreath-making workshop.

Consider creating a special installation that can be an attraction in itself. Hotels like Claridges in London have become known for their spectacularly designed Christmas trees, but you can also create a ‘tree of wishes’. Guests can purchase a bauble dedicated to someone special who is entered into a draw to win a spa day.

5. Keep selling at ‘Twixmas’

Shopping doesn’t stop between Christmas and New Year. More than £1 billion is spent on Christmas Day alone. After a few weeks of over-indulging, many people also start turning their attention to their wellbeing and booking days out.

Consider running a ‘Twixmas’ sale or provide special offers for guests booking before New Year. Create a campaign that taps into how your prospective guests may be feeling, and be there for them with solutions across your online, email and social channels. These psychological triggers are crucial in order to sell more at Christmas.

www.thespaprcompany.com

About our expert contributor: After a decade and a half in consumer public relations, 16 years ago Tracey Stapleton began to specialise in spa and wellbeing. Now managing director of The Spa PR Company, she offers a targeted range of PR and marketing services to spa and hotel operators as well as beauty and wellbeing product brands and services.