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Webinar highlights: Retention, resilience and recovery
By Lisa Starr 22 Jun 2020
Speakers highlighted the value in looking to other industries to find inspiration on how to deal with challenges presented by the COVID-19 crisis
In some of the latest wellness-focused webinars, speakers highlighted the value of looking to other industries for inspiration on how to cope with challenges presented by the COVID crisis.

Topics also focused on retention tips, consumer behaviour insights and mindfulness. Lisa Starr rounds up her key takeaways from the recent sessions.

GWI Collaboration call Nutrition and Healthy Eating
Many of us in the spa and wellness world would consider ourselves “healthy eaters” of one sort or another, and it would appear that the pandemic will have a positive impact on eating habits globally – probably beginning with awareness of sourcing and hygiene as never before, given how this current situation started. But the broader result has been that since we’ve been quarantined with our families, we’re re-discovering home cooking and the joys of preparing and eating meals with your family.

One participant mentioned how large CPG companies would market their foods on the idea of convenience; i.e. you don’t want to spend all that time cooking, buy this and have more time to yourself, but we’ve learned that being in the kitchen with family is more important. And it’s where everyone congregates anyway!

Topics discussed included:
  • Inflammation, and the concept of anti-inflammatory diets and ingredients

  • Nutritional transition and the globalisation of western fast foods

  • Trust; since COVID-19, consumers are mistrustful of governments that regulate our foods and the big corporations that create them

  • Seasonal eating; eating what is in season and grown locally, wherever you are

  • Nutrigenomics, the science of understanding how the biology of the human body is affected by food, and the relationship between nutrition, health and the human genome


This webinar was not recorded but click here to read more about the GWI 2019 trend of personalised nutrition.

Green Spa Network #10, Business Resilience and Recovery with Scott Duffy
This presentation was done in the style of a master class, with entrepreneur Duffy presenting a strategy for leaders in these difficult times.

Duffy is very personable and shared his own rags to riches story about building a business, losing everything, and building it back up again. His personal advice is to be accountable, forgive yourself, and work to find the lesson to build and move forward.

He shared that twice daily, at 7:30 in the morning and the evening, he takes the time to pause and consider three things for which he is grateful, or that he loves about himself, highlighting the fact that few of us take the time to consider ourselves when we’re busy worrying about others in our purview.

He outlined three recommendations for moving forward through the crisis:
  • Effectively learn how to pivot and adapt: Products and services that worked for us 12 weeks ago may not work going forward. We need to have detailed communications with our clients about both what is important to them, and what “has to happen” to develop your “buyer blueprint”.

  • Rethink the customer journey: The best place for us to go for inspiration is not our own industry, it is important to look outside to ideate and innovate. Map out the customer journey through your facility in the current situation, and think about how to make it different and better. How do we communicate safety and cleanliness along with our core competencies?

  • Be conscious of staying relevant today, especially on a personal basis: Whether you are still working or have been furloughed or laid-off, keep adding value to your network. Get up, get dressed, get on the phone and webinars, listen, learn, be involved online. If you’re invited to something, be the first to show up. Impressions matter. There has never been an easier time to stand out digitally, do one thing every day.

The replay can be watched here.

The Great Cessation: Consumers in the Next Normal, by Technogym
In an apt illustration of the previous example of staying relevant, this webinar from Technogym did not discuss fitness or gym equipment. Technogym’s Head of Digital Solutions Francesco Arlotti gave a brief company overview but then turned the program over to Swedish author and trend-spotter Magnus Lindkvist.

Plenty of Lindkvists’s thoughts can be found online in podcasts, articles and TED talks, so it was a delight to have him personally address this audience. Regarding the current pandemic and envisioning our future, he remarked that we should be conscious of our “Present blindness; when we wake up after a hangover, we say we will never drink alcohol again. But of course, we do. Reality’s job is not to correspond to our predictions”.

Lindkvist also noted that fitness businesses do not typically have “innovation officers,” so it is crucial to pay attention to consumer behaviours in other industries as we navigate our way forward. As for consumer segmentation, he counselled that we look for the new blue ocean spaces, such as hybrid concepts and physical outlets that are in more rural areas.

He closed with five things to do now:
  • Divide up your day and examine how you use it.

  • Find the pain, follow the money.

  • When you have a “great” idea, use Google, make sure no one else has already thought of it.

  • Dare to innovate with not-yet-invented ideas and solutions.

  • Enjoy laughter, and the sound of a good idea.


To follow up on the webinar, click here.

GWI Initiative Collaboration: Pause and Listen
I wasn’t sure what to expect from this collaboration of five of the Global Wellness Institute’s initiatives (Coaching, Immersion, Social Impact, Sound, Sustainability), but it turned out to be a delightful self-care experience, billed as “time to take care of ourselves”.

These initiative members put on a carefully choreographed and well-thought-out breath and sound experience intended to help us “tune into our body, quiet our mind and elevate our spirit.”

Representatives of each initiative spoke for a few minutes, seamlessly passing the baton from one to the next, describing what their initiatives do and how they were all connected.

Debra Dunier helped to set the stage and advised attendees of how to situate themselves in their space according to Feng Shui principles, and to make sure to try to use headphones for the experience. Then, the mic was handed over to Josh and Eliza Peck from the DOJO Upstate, part of the Sound Wellness Initiative, who used gongs and bowls in a specially-designed listening room to create a wonderful sound experience which lasted about 30 minutes.

Definitely worth listening to when you need a personal break. To listen back to the webinar, follow this link.

Consumer Behavior Insights and Retention Strategies, part of the COVID-19 Business Insights Series by Women’s Wear Daily
Hosted by Arthur Zackiewicz and presented by Sherene Hilal of Bluecore

Bluecore is a marketing technology company that uses predictive data to connect casual online shoppers to products and offers that transform them into regular customers.

According to the company website, their suite of products enables companies to “deliver two times the revenue and one-quarter of the time as other marketing platforms”.

Hilal certainly knows her stuff and trotted out any number of statistics and acronyms which would be unfamiliar to many not versed in the world of e-commerce, but still makes one consider what more we could be doing in our industry.

The ability of current technology to drill down and create marketing campaigns based on lifecycle staging, to segment, to avoid using promotions and discounts to drive customer acquisition and to leverage social media into converted clients is certainly impressive.

According to Hilal, subscription buying is the next generation of replenishment, but it also prohibits the brand’s ability to drive $ purchases in the shopping cart, so is not the solution for everyone.

She advises retailers to shoot for a 50/50 online/offline split in revenue; the complete shift to digital has been accelerated by the pandemic and infrastructure for those retailing online needs to be ready.

So, what does this have to do with beauty, spa and wellness?

When I listened to this webinar, it made me realise how hard retailers have to work to create sales, either brick and mortar or online, compared to what we do in the spa and wellness silo, where our main revenue is built around existing appointment bookings.

When we open up in the morning, we already have a good concept of the revenue we’ll be able to hit that day, just based on our bookings. This made me think that we need to make better use of our technology to attract and retain clients over the long term.


News
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21 Jan 2021
Destination spa operator Chablé Hotels has appointed two new wellness spa managers at its Chablé Yucatán at Chablé Maroma resorts in Mexico. Jesús Segundo Rangel will helm wellness facilities at Chablé Yucatán while Rosalba Velázquez ... More
20 Jan 2021
In November 2021, Montage is scheduled to open a deluxe 150-key alpine ski resort in Montana complete with a comprehensive alpine wellness sanctuary. Spa Business spoke to Montage VP of spa and retail, Patrick Huey, ... More
20 Jan 2021
California’s Esalen Institute has partnered with Radiance Sutras School of Meditation to offer an online meditation teacher training course, in response to the growing demand for wellness resources in 2020. The 200-hour online certificate will ... More
19 Jan 2021
Leading wellness supplier Klafs has been acquired by independent pan-European investment company Egeria. With Egeria as the majority shareholder, Klafs’ previous managing directors, Stefan Schöllhammer and Phillip Rock, will still helm the business as CEO ... More
18 Jan 2021
Luxury hospitality group Rosewood Hotels & Resorts is debuting its new retreat concept Journey to Resilience, designed to enhance people’s ability to recover from or adapt easily to change. Following a challenging year with stressful ... More
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Luxury five-star hotel The Phoenicia Malta has been upgraded with a 1,200sq m new Deep Nature Spa in the heart of Valletta, in Malta. The Phoenicia is an architectural gem steeped in history, featuring seven ... More
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The International Spa Association (ISPA) has decided to cancel its upcoming ISPA Conference & Expo in May, due to the ongoing global pandemic. Attendees and sponsors for the cancelled in-person event will be contacted and ... More
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Amanda Winwood, founder of Made for Life Organics, has announced that industry event Spafest will be held in the UK in September. Launched in 2017, the event is masterminded by Winwood and is designed to ... More
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After a steadfast strategic campaign, the British Beauty Council, UK Spa Association, British Association of Beauty Therapy and Cosmetology (BABTAC) and the National Hair & Beauty Federation has been granted a new sector-specific team within ... More
13 Jan 2021
The Ritz-Carlton Reserve portfolio has expanded, with the opening of a premium all-season alpine resort at one of Japan's top winter sports destinations in Hokkaido. Owned by YTL Hotels, the 50-room Higashiyama Niseko Village resort ... More
14 Jan 2021
While North Americans haven’t been able to travel as much as they would usually, it hasn’t stopped them from looking, according to Spas of America’s Top 100 Spas of 2020. The spa and wellness travel ... More
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Book4Time, a leading cloud-based business management solution for the global hospitality, spa and wellness industry, has received a significant growth investment from Serent Capital, a growth-focused firm that invests in technology and tech-enabled services companies. ... More
     
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Jobs   News   Products   Magazine
NEWS
Webinar highlights: Retention, resilience and recovery
POSTED 22 Jun 2020 . BY Lisa Starr
Speakers highlighted the value in looking to other industries to find inspiration on how to deal with challenges presented by the COVID-19 crisis Credit: Shutterstock/ Branislav Nenin
In some of the latest wellness-focused webinars, speakers highlighted the value of looking to other industries for inspiration on how to cope with challenges presented by the COVID crisis.

Topics also focused on retention tips, consumer behaviour insights and mindfulness. Lisa Starr rounds up her key takeaways from the recent sessions.

GWI Collaboration call Nutrition and Healthy Eating
Many of us in the spa and wellness world would consider ourselves “healthy eaters” of one sort or another, and it would appear that the pandemic will have a positive impact on eating habits globally – probably beginning with awareness of sourcing and hygiene as never before, given how this current situation started. But the broader result has been that since we’ve been quarantined with our families, we’re re-discovering home cooking and the joys of preparing and eating meals with your family.

One participant mentioned how large CPG companies would market their foods on the idea of convenience; i.e. you don’t want to spend all that time cooking, buy this and have more time to yourself, but we’ve learned that being in the kitchen with family is more important. And it’s where everyone congregates anyway!

Topics discussed included:
  • Inflammation, and the concept of anti-inflammatory diets and ingredients

  • Nutritional transition and the globalisation of western fast foods

  • Trust; since COVID-19, consumers are mistrustful of governments that regulate our foods and the big corporations that create them

  • Seasonal eating; eating what is in season and grown locally, wherever you are

  • Nutrigenomics, the science of understanding how the biology of the human body is affected by food, and the relationship between nutrition, health and the human genome


This webinar was not recorded but click here to read more about the GWI 2019 trend of personalised nutrition.

Green Spa Network #10, Business Resilience and Recovery with Scott Duffy
This presentation was done in the style of a master class, with entrepreneur Duffy presenting a strategy for leaders in these difficult times.

Duffy is very personable and shared his own rags to riches story about building a business, losing everything, and building it back up again. His personal advice is to be accountable, forgive yourself, and work to find the lesson to build and move forward.

He shared that twice daily, at 7:30 in the morning and the evening, he takes the time to pause and consider three things for which he is grateful, or that he loves about himself, highlighting the fact that few of us take the time to consider ourselves when we’re busy worrying about others in our purview.

He outlined three recommendations for moving forward through the crisis:
  • Effectively learn how to pivot and adapt: Products and services that worked for us 12 weeks ago may not work going forward. We need to have detailed communications with our clients about both what is important to them, and what “has to happen” to develop your “buyer blueprint”.

  • Rethink the customer journey: The best place for us to go for inspiration is not our own industry, it is important to look outside to ideate and innovate. Map out the customer journey through your facility in the current situation, and think about how to make it different and better. How do we communicate safety and cleanliness along with our core competencies?

  • Be conscious of staying relevant today, especially on a personal basis: Whether you are still working or have been furloughed or laid-off, keep adding value to your network. Get up, get dressed, get on the phone and webinars, listen, learn, be involved online. If you’re invited to something, be the first to show up. Impressions matter. There has never been an easier time to stand out digitally, do one thing every day.

The replay can be watched here.

The Great Cessation: Consumers in the Next Normal, by Technogym
In an apt illustration of the previous example of staying relevant, this webinar from Technogym did not discuss fitness or gym equipment. Technogym’s Head of Digital Solutions Francesco Arlotti gave a brief company overview but then turned the program over to Swedish author and trend-spotter Magnus Lindkvist.

Plenty of Lindkvists’s thoughts can be found online in podcasts, articles and TED talks, so it was a delight to have him personally address this audience. Regarding the current pandemic and envisioning our future, he remarked that we should be conscious of our “Present blindness; when we wake up after a hangover, we say we will never drink alcohol again. But of course, we do. Reality’s job is not to correspond to our predictions”.

Lindkvist also noted that fitness businesses do not typically have “innovation officers,” so it is crucial to pay attention to consumer behaviours in other industries as we navigate our way forward. As for consumer segmentation, he counselled that we look for the new blue ocean spaces, such as hybrid concepts and physical outlets that are in more rural areas.

He closed with five things to do now:
  • Divide up your day and examine how you use it.

  • Find the pain, follow the money.

  • When you have a “great” idea, use Google, make sure no one else has already thought of it.

  • Dare to innovate with not-yet-invented ideas and solutions.

  • Enjoy laughter, and the sound of a good idea.


To follow up on the webinar, click here.

GWI Initiative Collaboration: Pause and Listen
I wasn’t sure what to expect from this collaboration of five of the Global Wellness Institute’s initiatives (Coaching, Immersion, Social Impact, Sound, Sustainability), but it turned out to be a delightful self-care experience, billed as “time to take care of ourselves”.

These initiative members put on a carefully choreographed and well-thought-out breath and sound experience intended to help us “tune into our body, quiet our mind and elevate our spirit.”

Representatives of each initiative spoke for a few minutes, seamlessly passing the baton from one to the next, describing what their initiatives do and how they were all connected.

Debra Dunier helped to set the stage and advised attendees of how to situate themselves in their space according to Feng Shui principles, and to make sure to try to use headphones for the experience. Then, the mic was handed over to Josh and Eliza Peck from the DOJO Upstate, part of the Sound Wellness Initiative, who used gongs and bowls in a specially-designed listening room to create a wonderful sound experience which lasted about 30 minutes.

Definitely worth listening to when you need a personal break. To listen back to the webinar, follow this link.

Consumer Behavior Insights and Retention Strategies, part of the COVID-19 Business Insights Series by Women’s Wear Daily
Hosted by Arthur Zackiewicz and presented by Sherene Hilal of Bluecore

Bluecore is a marketing technology company that uses predictive data to connect casual online shoppers to products and offers that transform them into regular customers.

According to the company website, their suite of products enables companies to “deliver two times the revenue and one-quarter of the time as other marketing platforms”.

Hilal certainly knows her stuff and trotted out any number of statistics and acronyms which would be unfamiliar to many not versed in the world of e-commerce, but still makes one consider what more we could be doing in our industry.

The ability of current technology to drill down and create marketing campaigns based on lifecycle staging, to segment, to avoid using promotions and discounts to drive customer acquisition and to leverage social media into converted clients is certainly impressive.

According to Hilal, subscription buying is the next generation of replenishment, but it also prohibits the brand’s ability to drive $ purchases in the shopping cart, so is not the solution for everyone.

She advises retailers to shoot for a 50/50 online/offline split in revenue; the complete shift to digital has been accelerated by the pandemic and infrastructure for those retailing online needs to be ready.

So, what does this have to do with beauty, spa and wellness?

When I listened to this webinar, it made me realise how hard retailers have to work to create sales, either brick and mortar or online, compared to what we do in the spa and wellness silo, where our main revenue is built around existing appointment bookings.

When we open up in the morning, we already have a good concept of the revenue we’ll be able to hit that day, just based on our bookings. This made me think that we need to make better use of our technology to attract and retain clients over the long term.
RELATED STORIES
Webinar highlights: travel-trends and the future of spa design


As the industry continues to connect and share insight through webinars, Lisa Starr hops onto a selection of talks and picks out the most relevant points for the spa and wellness industry. This week’s highlights include predictions about travel trends post-COVID-19 and how the pandemic is impacting the future of architecture and design concepts.
Webinar highlights: leadership and adapting as a brand in a COVID-19 landscape


The Spa Business team has rounded up four recent webinars you may have missed to give some insights into how the wellness industry is adapting in these unprecedented times. This week, topics of discussion included the importance of leadership, how brands are adapting the consumer-experience and advice on navigating financial challenges brought on by COVID-19.
Webinar roundup: Reopening, sauna science and mental wellness


With lockdown measures gradually beginning to ease around the world, webinars have focused on looking to the future of wellness and preparing spas for reopening. Sessions have also focused on sauna science, mental wellness and business strategies in a COVID-19 landscape.
Webinar roundup: insights from hospitality and health tourism


With the hospitality and health tourism sectors being closely linked to spa and wellness, Lisa Starr hops onto three of the latest webinars and picks out the points which resonate with wellbeing operators.
MORE NEWS
Chablé reveals new wellness spa managers at Yucatán and Maroma resorts
Destination spa operator Chablé Hotels has appointed two new wellness spa managers at its Chablé Yucatán at Chablé Maroma resorts in Mexico.
Montage planning for alpine wellness sanctuary in Montana’s Rocky Mountains
In November 2021, Montage is scheduled to open a deluxe 150-key alpine ski resort in Montana complete with a comprehensive alpine wellness sanctuary.
Esalen Institute launches online meditation teacher training course
California’s Esalen Institute has partnered with Radiance Sutras School of Meditation to offer an online meditation teacher training course, in response to the growing demand for wellness resources in 2020.
Klafs acquired by European investment firm, Egeria
Leading wellness supplier Klafs has been acquired by independent pan-European investment company Egeria.
Rosewood curates 13 bespoke retreats to help guests foster strength and resilience
Luxury hospitality group Rosewood Hotels & Resorts is debuting its new retreat concept Journey to Resilience, designed to enhance people’s ability to recover from or adapt easily to change.
Phoenicia Malta unveils refreshing light-filled spa with suspended treatment rooms
Luxury five-star hotel The Phoenicia Malta has been upgraded with a 1,200sq m new Deep Nature Spa in the heart of Valletta, in Malta.
+ More news   
 
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Nilo

Established in 1986, Nilo Spa Design is the wellness and beauty division of the family owned Malet [more...]
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BC Softwear are the leading supplier of spa linen, luxury robes and footwear for the Spa Market. See how our Pure Spa Linen range can enhance your 5* spa and treatment offering. Thanks to The Langley, a Luxury Collection Hotel. Find out more...
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DIARY

 

22 Jan 2021

Spa Leadership Symposium

Online (Zoom),
02-04 Feb 2021

Beauty West Africa

Landmark Centre, Lagos, Nigeria
+ More diary  
 


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©Cybertrek 2021

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