Spas and The Consumer Decision Journey


In our previous post, we compared two different marketing models: The traditional funnel purchase and the Consumer Decision Journey (CDJ). Considering the comprehensiveness provided by the latter, we chose the CDJ model as the ideal marketing guide for our industry. We believe that by using this model, we can start focusing on the most important aspects of the journey taken by customers when they enter the decision process.

That said, this week we are further exploring the potential benefits that spas and wellness centres can perceive from the comprehensiveness provided by the CDJ model. Just like our previous post, the following considerations are based on the Mckinsey & Company article Winning the consumer decision journey, written by David Court, Dave Elzinga, Susan Mulder, and Ole Jørgen Vetvik.


Effective Marketing

Much of the appeal of the CDJ model relies on its capacity to acknowledge and understand the complexity that surrounds customer decisions today. By aligning marketing with such a scenario, the CDJ model brings into closer observation and analysis the changing behaviour of modern customers.

Unlike traditional marketing, which is mostly focused on the two ends of the funnel (awareness and loyalty), the CDJ takes into consideration further opportunities at different stages of the decision process allowing companies to spend their money in the right place at the right time. Similarly, the CDJ encourages companies to tailour messaging across different stages of the decision process in a better way.

As a comprehensive approach, the CDJ also brings into consideration investments in consumer-driven marketing (Internet being the most crucial one) and in-store presentation of products. In other words, the CDJ model provides companies with different options that can help businesses, included those in our field, to run effective marketing strategies.


Post-purchase Experience

One of the greatest advantages of the CDJ model is its emphasis on the post-purchase experience. While we believe this emphasis can provide great benefits across a wide range of sectors, we strongly believe this particular aspect is crucial for the spa industry.

Considering everything regarding spas and wellness centres is about the experience, we strongly believe the right attention to the post-purchase of a spa experience offers the potential to foster loyalty and repeat clientele.

Moreover, if spas and wellness centres are capable of strengthening this aspect, they will be in a good position to build an advocate base capable of creating a solid connection (commitment) between the interest trigger (consideration) and the decision trigger (purchase) of the journey customers take when they enter the process of looking for spa and wellness services.


Benefits for The Spa Industry

For the past years, the spa and wellness industries have evolved in a significant way. That evolution has created a complex scenario defined by new business opportunities (e.g. low-cost spas, health-related treatment and synergies) as well as new, more demanding customers.

In order to face that complexity in an effective way, our industry needs to embrace a marketing approach capable of taking into consideration all these new realities. By adopting the CDJ model, businesses within the spa and wellness industries can, for example, improve loyalty and advocacy, allocate money in the right place, come up with innovative solutions in terms of consumer-driven marketing, and get a better understanding of the customer.

We are convinced our industry needs to embrace the CDJ model. For years, building a healthy marketing strategy has been a widespread problem affecting our industry. Now that we know which model can help us to improve our poor record regarding marketing, it is time to act and seize the opportunities that are out there.

By Sonal

Sonal Uberoi creates and delivers smarter spas around the world. Spas and hotel groups hire Sonal to help them design, set up and manage their wellness businesses. Her finance background and worldwide operations experience in the spa, wellness and hospitality sectors make Sonal the go-to expert for business optimisation solutions. Connect with Sonal on LinkedIn

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