Pulse September 2017 | Page 24

Stephanies Luxury Spas Cohesive Branding Across Locations
MEMbEr PErsPEctivEs
( coNtINUEd oN PAGE 21 )
latest thing , the new latest and greatest is what the customer is asking for .
“ The consumer certainly drives the market ,” she adds . “ There are always new and affordable advancements in beauty and technology and staying ahead of the consumer is becoming more and more challenging .”
To meet growing customer demand , Bell Tower has recently added microblading , lash extensions and dermaplaning . “ Our menu of services is always evolving and we offer seasonal and new services ‘ off the menu ’ until the new print , which is scheduled annually ,” adds McLean . “ Social media and website changes provide an immediate revision and updates for our guests .”
retail When Bell Tower moved into its new barn space in 1999 , there was plenty of room to add the kind of amenities that would make the spa stand out . So , in 2004 , Bell Tower introduced a store and a café .
Unlike most spa retail spaces , The Store at Bell Tower is a full-size boutique that carries everything the spa guest might need and more . With an eclectic mix of hard-to find product lines , designer clothing and fun hand-made accessories , as well as style consultants to assist every customer ’ s whim , The Store at Bell Tower is the perfect place for spa customers to continue their experience into retail . Merchandise carried at The Store can also be ordered by phone and shipped anywhere in the continental United States .
In addition to a fabulous on-site boutique , Bell Tower boasts and an onsite café , which is a light fare eatery and coffee shop . With this addition , Bell Tower became the only beauty and wellness complex in the area . n the modern aesthetic inside is the perfect contrast to bell tower ' s vintage barn facade .

owning and running five different luxury

22 PULSE ■ September 2017
spa locations , two Hotel Spas , one resort spa and two urban spas within southeast Queensland , Australia , can become a huge marketing challenge ,” explains Stephanie Shepherd , CEO and founder of Stephanies Luxury Spas .
We can imagine ! Juggling the individual needs of each location , while simultaneously keeping a cohesive brand

Stephanies Luxury Spas Cohesive Branding Across Locations

across them all seems like a marketing nightmare .
Keeping it together With 10 locations , devising a marketing plan for Stephanies Luxury Spas can be 10 times the work . Shepherd and her marketing team are constantly striving to keep up with the latest online marketing trends and technologies . “ We have to stay abreast of what works for both our spas and our customers , unfortunately , that ’ s different for every location .”
Shepherd continues , “ We are continuously auditing , assessing and developing on existing platforms for ongoing improvement and monitoring the results .”
Shepherd also makes sure each individual spa team is trained on marketing efforts , social media use and customer education , so that they can participate in and improve marketing efforts from the spa level .
Stephanies Luxury Spas relies heavily on guest feedback , which Shepherd uses in everything from marketing to menu creation . The customer is king and