Spa Executive December 2023

Declutter your spa menu in 2024
Is it time for a spa menu refresh? A guide to
crafting a new spa menu that pleases your
customers and boosts your bottom line.
New year new spa menu? Absolutely!
As the calendar flips to a new year, many
spa and wellness businesses are considering
ways to refresh and revitalize their offerings
and service menus.
From analyzing your current performance
to revamping your services and effectively
marketing your new offerings, here’s a
step-by-step guide for crafting a spa menu
that pleases your customers and boosts your
bottom line.
First, take a dive deep into your data
A key ingredient in this transformation is
your data. Understanding your business’s
performance through data analysis is an
important element of creating something that
works. If you’re using a good spa and ancillary
revenue software, you should have access to
a lot of data about your business that can tell
you everything you need to know to improve
operations and customer satisfaction with a
new spa menu.
For example, which treatments and services
are bringing in the most revenue? Which
ones are bringing in the least? To whom do
these offerings appeal by customer segment?
Are certain groups going for some treatments
and not others? Which group spends the
most and at what time of day/month/year?
Look at your inventory data to see which
products are selling the most and which are
selling the least. Are the best-selling products
associated with the best selling treatments
and are there products that sell well but are
not particularly well spotlighted in treatments
and services? Who is buying these products
and how could you highlight them even more.
Look at the profit margins and returns on
investment. Are there some treatments that
are costing significantly more to perform than
they are bringing in?
Next, reduce, reposition & reinvent
Once you know what is selling, it’s time to
move things around and decide what to
cut, what to reposition, and what to create
for your menu to reinvent it. Ask yourself
if there are customer segments that are
underspending and how you can appeal
more to those groups, as well as what you
can add to appeal to your biggest spenders.
How can you move menu items and
products that are not selling? For example,
could a treatment that isn’t selling be
repositioned with different wording, a new
way of highlighting the benefits, or the
addition of a different product? Could it
be positioned for a particular audience,
like locals, business people, or people of a
particular age group? Create add-on and
upsell options with the products people
aren’t buying. Before you start discounting
unsold stock, elevate it. Offer hand massage,
foot scrub, and mini facials using the oils,
scrubs and serums that aren’t moving as
upsells to existing treatments. Add a glass
of sparkling wine and you have a nice little
13 | Spa Executive