Does your spa have a mobile strategy? If not, you need one.
We don’t want to stress you out, particularly if you’ve only recently leapt into the new millennium by implementing online booking. But if you were late to that party, there’s a good chance you now have some idea of what that delay wound up costing you. And, ideally, you won’t make the same mistake of waiting too long before joining the mobile movement.
The world is purchasing on mobile
Approximately 40% of the people in the world, two thirds of adults, and 80% of internet users now own a smartphone. More people are now accessing the web from mobile than desktop, and in some countries, numbers are significantly higher, such as in India, Mexico and Indonesia, where the mobile audience is four times higher than the desktop audience. Click here to read the full report.
The number of mobile purchases are also continuing to rise. During the 2017 holiday shopping season, a third of all online purchases came from smartphone users. And on Black Friday nearly 40% of purchases were made on a mobile device, almost 10% more than in 2016. Click here to read the full report.
And these numbers are likely to increase as millennials continue to grow their purchasing power. In 2016 ComScore reported that computer usage had dropped, while 20% of millennials had gone mobile only. And, since we know that they don’t like to use their phones to make actual phone calls, that means mobile buying options should be available to them.
This is why you need a mobile strategy for your spa. This means a strategy that integrates seamlessly with your online, social, and brick and mortar strategies. Or rather, by now these should all be considered parts of one all-encompassing business strategy. As no business strategy is complete without any of these elements.
What should your mobile strategy look like?
That depends on your overall goals and what you want to accomplish. But there are some basics to consider.
Responsive design
A responsive web and mobile platform is a necessity in 2018. If your spa website is not responsive, this is a serious issue that should be addressed sooner rather than later. And your brand image should be consistent across the board, so that your guests recognize you for the amazing spa brand that you are.
Mobile booking and purchasing
Your platform should include your spa booking and retail shopping experience. If you do not offer a smooth mobile booking process, you will lose revenue. Research by Compuware found that 40% of users have turned to a competitor’s site after a bad mobile experience. But we don’t need a study to tell us that. If you are unfamiliar with a brand, and attempting to make a purchase from that brand becomes a problematic experience, what are you going to do – presuming a same or similar product or service is available elsewhere? Are you going to keep trying, then call the company and wait on the line for help? Or are you going to click the next available link and make the purchase there? I know what I would do. This experience should also apply to retail sales.
Marketing and retention
Referral incentives, loyalty points, gift cards, and spa packages can all increase guest acquisition and retention. These things should be available on mobile, as well as desktop, so you don’t miss any opportunities.
Guest experience and CRM
And your ongoing guest experience and CRM communications should be a part of your mobile plan. A 2016 survey by OpenMarket found that, given the choice between only being able to text or call on their mobile phones, 75% of millennials would rather lose the ability to talk versus text, and 76% said they prefer texts over calls from companies. Like responsive design the option to receive communications by text is a must-have in 2018.
These are a few of the things you should be thinking about when planning your mobile strategy.
Today’s consumer is a sophisticated mobile user. We have to keep up. Or we’ll get left behind.
