ETS Tanning Bed Blog

Creating an Experience

Product prices can vary depending on the context in which it’s delivered. For example, a shipping container full of dirty coffee beans is one thing and a premium, no-fat, mocha latte is another. That same principle can apply to your tanning salon.

Why Luxury Levels Work

Luxury levels work because they make customers feel privileged, they invoke status and they provide an experience.

A visit to the tanning salon can just be a visit to the tanning salon, or it can be a luxury experience that includes piped in soft music, a complimentary robe, an attendant that offers to bring you tea or coffee while you wait and a small parting gift with free samples. The key to knowing how to appeal to the big sell customer is understanding that different buyers want different experiences and affluent customers want experiences that make them feel special.

How to Create Luxury Levels in a Tanning Salon

Do you have an unlimited tanning package that only includes the low-level beds? Then make a deluxe package that includes your higher-level beds. Go ahead and even make a premium package that includes unlimited tanning on all the beds and even free lotion use in-store, create a VIP tanning area package with bath robes, free basic lotions, and bottled water. But, offer these packages at prices high enough to yield some serious returns.

Think about it this way, your basic package may sell for $20 a month and you could sell hundreds of those and maybe make a few profit dollars off of each one. Meanwhile, a VIP package could sell for $100 and though you’d only maybe sell 10 or 20 of those, you’d probably be making $70 to $80 profit off of each one. It’s a leap worth taking.