Spas
A renowned Spa chain wanted to better cater to the needs of their customers and enhance the overall customer experience so as to create brand loyalty and maintain their market share. In order to achieve this, they would like to:
- Audit the service standards and ambience of their Spa outlets in Shanghai
- Audit on whether staff actively up-sell the services
- Find out if promotions in pricing were effective in attracting new customers
- Find out if promotions in pricing were being marketed through the right channels
Two research methodologies were carried out concurrently — Mystery Shoppers conducted checks on all outlets and evaluated on the following aspects
- Cleanliness of the store
- Facilities available at the store
- Hygiene level of the beauticians
- Service delivery and recovery of the staff
and Customer Intercept Surveys was conducted on
- Existing customers and
- Potential customers whom belonged to the target group
MS3 was able to determine which outlets require better maintenance and which outlets lacked friendly and engaging staff. Preferred channels for promotional materials were identified through the surveys and our client was able to make improvements to their pricing and promotional strategies. These changes brought about increased brand awareness and increase in customer expenditure from new and returning customers within a month.
