GO60 Spa Boutique is a newly opened spa offering services such as facials, slimming therapies and body massages. It is also Singapore’s very first spa based on an open concept located at the busy Esplanade Xchange.
One price, Many services
As the brand name and slogan suggests, everything goes at the single price point of $60 with no hidden charges. By simplifying the price decision, the purchase decision of the consumer is narrowed to what massages or treatments she might want to indulge in.
Convenience, Not Commitment
The strategic location of the open spa in the Esplanade Xchange is also telling of the target audience that it seeks – today’s busy office workers who want convenience. The idea of massages at $60 a pop also appeals to consumers who are less brand loyal and do not want to be tied down to package deals at typical spas and facial saloons.
This pricing strategy also gels well with the idea of a spa that ‘happens’ to be on your way to work, encouraging trial by curious customers.
Brand Identity and Store Concept
The brand name clearly spells out the spa’s unique selling point to customers, and projects a fun and hip image through the use of a clean sans-serif font and bright neon colours. These colours are extended all over the store to bring out the energy of the brand and allude to the target customers of the brand – younger consumers.
The brand itself is also extended to the service offerings in a tongue-in-cheek manner with treatments such as “GO Cellulite-Free” or “GO Bye-Bye Jelly Arms”. These are in keeping with the fun cheerful feel of the brand. Service crew hired also tend to be younger women who seem to be happy enough to explain the spa concept and available treatments to this blogger. Extra time and care is also taken to answer any queries that this blogger had about the different types of massages.
I had the opportunity to try out the “GO Shiatsu Pressure Point Massage” while I was there with the girlfriend, and I am happy to report that the service is as good as the brand. I did not actually expect the massage to go as well seeing how the store is a totally new concept and not tied to any forms of traditional massages like the “Swedish massage” or the “Javanese massage” that spas usually hawk.
The session lasted about 40minutes and wasn’t hurried despite the small nature of the shop. Service staff were polite even though I suspect that the clientele is targeted more at females.
Just before leaving the shop, a small corner of merchandise awaits for those who love the scents and facials enough to want to buy them, completing the service experience.
GO60 Spa Boutique is located at the Esplanade Xchange, #B1-24 from 11am to 9pm.
Check out www.go60.com.sg for more information.
Note: This blogger didn’t receive any gains, monetary or otherwise, from this post. Just thought I would share the interesting concept with you guys ^^