Hand & Stone Improves Technological Offerings to Cater to Blue Collar Clientele

Massage concepts have been growing in popularity for decades to feed the high consumer demand. In fact, massage therapy services are estimated to rake in more than $12 billion in 2018, reaching an average of 50 million customers.

But capital leads to competition, and spa concepts need to innovate in order to survive in the over-served segment. Hand & Stone Massage and Facial Spa has become a trailblazer in the space by offering consumers a luxury experience for a fraction of the cost. With flexible memberships and a wide variety of services, Hand & Stone caters to the middle market rather than the upper echelon and has found a niche few others have been able to break into.

Not only has the concept thrived by catering amenities and pricing to its middle-class audience, but the brand continually performs extensive research on its target demographic – determining their needs and wants and adapting. For example, the brand recognized a desire for a more convenient way to book appointments and in response, built out its online booking capabilities to make the process seamless just by utilizing technology.

“Because technology has evolved the way we market to consumers, it has probably been the biggest factor driving our department,” said Vice President of Advertising & Marketing, Jack Bachinsky. “The way customers make their reservations in the service industry is shifting from the phone to the internet. People used to make phone calls to book appointments and now, the first place they go is our website. We’re working on going from a phone-based business to an online business in order to stay ahead of the competition.”

Bachinsky has been with the company for more than four years and has been a big advocate for making the brand more tech savvy since it benefits both the brand’s customers and franchisees.

“Now that we’re offering online booking, we’re going to have a better way to fill last-minute appointments,” he said. “This gives our franchisees a chance to promote their open availability and easily offer discounts to drive traffic. On the consumer side, it’s all about convenience. This is a huge growth opportunity for Hand & Stone and an initiative we look forward to monitoring closely this year.”

Hand & Stone has also started moving away from traditional marketing strategies to social media marketing, giving customers a way to interact with a brand on more familiar platforms.

“Social media is driving the way we communicate with our customers,” according to Bachinsky. “It’s not just about brand awareness, but it’s also a more efficient way for our franchisees and corporate team to respond to customer feedback, share experiences and personalize our customer service.”