The brand aims to replicate the healthy experience of its spas in other areas such as healthy eating and apps that give information that consumers can adopt in their daily lives.
Alex de Carvalho, managing director of Champneys, told Marketing Week that the brand’s vision is to be the UK’s “health and wellness reference point not just a spa brand” to capitalise on the growing demand for health and wellness information in the UK.
He says the UK lags behind other European nations in terms of investment in health and wellbeing, which means there is a huge growth opportunity.
The brand is also overhauling its digital strategy to improve its data and mobile marketing and has revamped its digital presence to optimise it for mobile in recognition of the fact that more than a quarter of its customers start their journey with the brand on mobile devices.
The mobile platform, developed by Usablenet, has helped drive a 200% rise in mobile traffic over the past year.
Champneys is also currently building a data system that combines its six current databases which are separate to each spa it operates, to create a single customer view. The platform is due to launch in January, after which the brand plans to build a CRM programme that can provide targeted personalised offers to consumers. It will also use the insight gleaned from its data to shape its strategy.
Champneys currently runs six spas in the UK and sells a range of beauty products at high street retailers and department stores.