Courtesy of The Raithwaite Estate Spa, N Yorks
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UK Spa Association

News and views from the UK Spa Association

Spa Benchmarking Insights: Who Sells the Most Retail?

Benchmarking Insights

If you are already one of the spas registered for the UK Spa Associations Benchmarking scheme, then you will already be benefitting from the monthly benchmarking reports allowing you to compare your spa's performance with that of other similar spas in the UK.

This valuable data is designed to show you where you are excelling in your businesses performance and where you could make improvements.

Given the accumulated data that we now have available, in 2018 the UK Spa Association will produce quarterly "Insights' based on the data provided by our registered spas. This will highlight interesting patterns, trends or disparities based solely on the data that would not immediately be obvious to registered spas simply from the benchmark reports they receive each month.

The first full Insights Report will be produced in March 2018, to give you a bit of a taster  . . . and for a bit of fun, here is a question?

Who sells the most retail  . . . North or South?

Or more accurately, who is better at converting Treatment Revenue in to Retail Revenue?

To start the year off we decided to analyse data we have from registered spas in the UK dating back to March 2017 to see who averaged the best treatment to retail conversation figures. From the graph below it’s fairly clear that the answer is The South.


Over the period March to October, spas in the south averaged around a 4% higher Treatment to Retail Conversion figure than their cousins in the North.

Screen Shot 2018 01 11 at 12.11.57

However, we wondered just how much this was affected by London Spas? We wondered if, just like property prices, London was skewing all the data for the south. So we split out the figures for London and look what happened . . . 

In contrast to what we thought, it turns out that London is actually a slight drag on Conversion Figures for the south, with figures for the South East and South West combined averaging higher conversion rates than London alone!

Screen Shot 2018 01 11 at 12.12.16

Southern Spas shouldn't get complacent though . . . there is a single spa based in the Midlands, who shall remain nameless, that averages around a 10% higher Treatment to Retail Conversion figure month in, month out!

So for those spas that think they are doing well with a conversion ration of 14% to 16% . . . there is still some work to be done if you want to be catch the best performing spas when it comes to selling retail!

 

 

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Comments 1

Guest - Andrew Hammond on Thursday, 11 January 2018 13:06

This is a really interesting article and shows the value of collating solid, reliable data on a regular basis.

Well done UK Spa Association - keep up the good work

This is a really interesting article and shows the value of collating solid, reliable data on a regular basis. Well done UK Spa Association - keep up the good work
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Thursday, 26 April 2018
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