As we all know the health and wellbeing markets are growing rapidly. The growth in spa and massage is well within the core of that growth. Naturally, because of this there is an increasing need for these businesses to differentiate themselves in terms of brand and service. Strength of brand and service personalization, as part of the drive for increasing customer satisfaction, will become more critial as the market grows and each spa needs to compete by deepening their unique proposition.
To achieve this, spas and massage businesses have a great opportunity to develop their brands and customer experiences with sensory branding and marketing. With music specifically there is a need to develop a music collection that conveys the businesses brand identity through it uniqueness and its ability to emotionally connect to customers from a wide range of backgrounds.
Conversely however, when it comes to providing a personal touch to each customer’s visit the music needs to offer something that goes further than offering a single music feed that the spa expects will work for all customers.
To solve these contrasting needs from music, spas must redefine their use of music and take some steps with both music branding and music personalization, plus a third if the businesses are really keen to keep a connection with their customers.
First, A Branded Music Playlist
These businesses will need to go through a music branding design process that creates a unique music identity that connects with every customer from advertising, website marketing and the welcoming background music the customer experiences each time they visit a spa.
With a music branding design process a solution is created to convey a client’s brand that is represented within its background music playlist and with a sonic logo that the spa can gain extra brand identity across all media brand related marketing and communications.
A collection of music used within welcome areas and receptions could be part of a wider sensory branding plan the business is developing. Designing music for brands using brand analysis and customer profiles could be achieved in-house with a professional with a background in marketing, a good knowledge of music and a sound understanding of the works of key researchers in the field such as Hevner and North / Hargreaves and how their can be applied to defining a music identity. Alternatively talk to us at Melody Pods for more information.
Of course as you know, branded music reinforces the emotional connection and message to customers each time they visit the location. The I-Link system feeding the locations general areas is perfect for branded background music.
With a music player device located in each therapy room and by working through each customer’s music taste at the start of their session the customer experiences a more personal touch to their visit which then clearly increases customer loyalty.
Secondly, A Personal Touch™ Music Playlist
A personalization music player that builds service differentiation by providing each client with the option of having their own music playlist every time they visit their spa. Unlike the I-Link architecture, personalization music players running on low cost devices located within each therapy room can sync a diverse collection of music that can be selected and played on demand to meet the need of each client entering the therapy rooms and so provides an extra personal touch to the customer experience.
The music player opens up increased opportunity to offer smaller music playlists that can be used to better target customer groups for example by culture, taste and age which reduces the issue of delivering new full 20 hour collections of each music style from day one for each new music style the market may need for a segment of their customers.
The music player enables more flexibility to customers as they can listen to their chosen music style each time they visit, with new music introduced over time for them to consider. For example, a spa manager can choose a few albums of classical music, a flute album, and a couple of chillout albums to see how they work with the clients in addition to their more popular regular styles. They can replace a number of playlists at a frequency that suits them, by day, week, month and even keep some albums permanently.
Spa clients gain more control and flexibility by choosing the right music for their customer base and managing their own music selections and changes.
Lastly, How About Extending The Customer Relationship OutSide The Spa?
All consumer businesses are eager to connect with their customers in ways that mean they are more accessible to their customers and also can continue to connect with them outside their business locations. For spas this can mean a website designed to fit into smartphone screens, or an app that helps with free relaxation or other guides, and even a booking application making booking their next session easier than ever before.
Yet separately from this there is an opportunity for clients to be positively reminded of their last visit through the use of a free music player that can be offered as the client leaves, , a similar music player can be used by the spa client, offered free to their customers as a way to extend their customer relationship outside the therapy session.
Do Spas and Massage Businesses Have Time To Wait?
Increasing the distinctiveness of the spa’s brand and proposition will be critical in competing in an ever increasingly saturated market.
Additionally it will be increasingly rewarding for spas who see music as part of the solution to deepening the relationship they have with their customers.
The variety of music available for customers to create their personal experience will continue to grow as customers realise they now have more choice over almost everything about their appointments.
How long can spas and massage businesses leave this ? critical next step in branding and service development? you only have to look at the speed of growth in the market and how consumers are demanding more of a personal touch with businesses they can connect to in terms of values and beliefs to know the answer is that the next steps are already underway.
How Melody Pods Can Help
Whether you have an I-Link delivered music stream today or need a new delivery and player service Melody Pods can help define with you a branded music collection that can be fully cleared for licensing across background music, online promotions and traditional media advertising channels. Separately our player and off the shelf music collections can provide you with a wide range of music styles to suit your varied client needs when forming a personal touch to your client experience. Then, when its time to hit the road, give your clients a download link to download your music app so they can continue to hear the music in your spas from outside.
Please use the form below to get in contact with us today and we will be pleased to help.