Over Mother’s Day weekend, I had the pleasure of attending a day spa to receive the gift of a massage. I get massages regularly, usually paying a discount rate through a promotion or membership of some sort. However, this time was different… I happily and willingly paid a higher, premium price and here’s why.
When a customer walks in to any facility, whether it be healthcare, retail, or anything in between, they automatically make a judgement based on their impression. Our brains cull out expectations based on what we see. Walking into a space that looks high-end makes you expect to pay high-end prices, and visa-versa.
Walmart knows this and uses it to their advantage. Walking into Walmart does not give anyone an impression of high prices, and that’s ok! Their bright lights, large “roll back” signs and high selves give you the experience of walking into a discount warehouse. As I talked about in our classes, this design was completely on purpose because they want to be known as the lowest price retailer, asking you to come back for the discounts.
Applying this concept to my day spa experience, I was more than willing to pay the premium for my services because of the impression I had when I walked in. The first thing I notices were the high ceiling and eight-foot-high wood doors. This scale and detail immediately gave me the impression of grandeur and class. The colors were warm soothing neutrals, with a high contrast of dark wood that blended the comfort with respect. The lighting varied from space to space and gave a sense of calmness.
When I walked into the massage room, having designed many massage rooms for healthcare gave me a different perspective of the room. I immediately noticed that the space was on the larger size of our usual design recommendations, giving the masseuse plenty of room to walk around the table comfortably. I realized that this created a sense of abundance while a smaller room, which is what I was accustomed to, would have given a sense of restriction and lack! Was the massage itself “better” technique wise? – probably not, but experience wise – yes. I paid more because the space and the experience in it made me feel like I was getting a higher quality product.
A lot of the clients we work with want to be known for their high-quality work and want their patients to be willing to pay for that quality. Like retail, the healthcare industry is experiential driven. Would you be willing to pay more for something if you didn’t feel like you were in a quality place? Some chiropractors do not realize that if you want the space to match the ticket price, you have to be willing to give the space more than a typical, shoe box design.
If you feel your space is lacking that “wow” factor and does not match up with the quality you provide, contact us today to set up a Complimentary Consultation. During the consultation, we will talk about your goals and how we can help you achieve them.
Are you ready to Elevate your Success?