The wellness franchising space is growing at a fast-pace, and the global wellness market is projected to reach $9 trillion in the next three years. With competitors continuing to pop up, and new trends emerging nearly every day, it can be hard for emerging brands to stand out and make waves among their competitors. Brand differentiation is key to making a lasting impact and building customer loyalty, so it is important to break through the noise. A key way to separate your brand from the rest and position yourself as a leader is through innovation.
At GLO30, we are constantly looking for ways to stay ahead of trends and create the best experience for our customers. As a way to enhance our experience, we were one of the first wellness franchises to rollout Botox membership programs, and our implementation of AI in analyzing skin types and treatments is helping to innovate our customer experience. As an emerging brand, innovation means identifying opportunities for growth – being small does not mean you have to be stagnant.
Identifying Opportunities for Bold Moves
Continuous industry research is key in identifying areas for growth and innovation, and finding the gap in the market that you can fill is crucial in positioning yourself as a strong competitor, especially as an emerging brand. In franchising, a key way to support continuous education is through conferences, learning programs, and frequent training sessions to ensure all franchisees and team members are up to date.
Education can provide key insights into the gaps in the market. As new trends rise and new wellness concepts open, customers are constantly looking for their specific needs to be met. GLO30 aims to fill a gap in the market by offering medically-backed facials that blend medical science with customized seasonally adapted treatments, every 30 days.
As a franchise, it’s important to foster a culture of openness and curiosity. Franchisees should feel comfortable sharing their insights, as they may offer a fresh perspective and open your eyes to trends you were missing. Listening to customer feedback is also a key way to understand what consumers are searching for, and analyzing competitors will shed light on pain points in your own business model and offerings.
Being an adaptable brand is another main key in staying innovative and competitive. Franchises need to be forward-thinking in order to stay relevant, and in the fast-paced wellness space, being able to pivot when new opportunities arise is crucial. Whether it be adapting to seasonal changes, consumer trends, or exploring new revenue streams, being agile allows you to be bold.
Prioritize the Customer Experience
In an industry where trends are constantly changing, it can be easy to get caught up in searching for new ways to implement the “next best thing.” However, shifting your mindset to searching for ways to enhance your customer experience can aid in innovation and set you apart from competitors. When you prioritize your customers, you naturally build loyalty and advocacy, and the rest falls into place.
GLO30 personalizes each customer’s experience using our proprietary Artificial Intelligence powered skin analyzer, GLOria, as well as offering memberships that are tailored to the unique needs of each customer’s skincare journey. A key takeaway, especially for emerging brands, is that continuous education and research on ways to go above and beyond for your customers can lead to breakthroughs, positioning your brand as a key innovator.
Don’t Lose Sight of Your Brand’s Mission
While innovation is exciting, you should never lose sight of what your brand’s foundation is, and ensure that any innovation aligns with your mission. Staying competitive does not mean changing who you are, but rather finding ways to be better at what you already do best.
The wellness industry relies on trust, education, and customer care. If you begin to lose sight of these core values, you risk confusing customers and losing credibility as a brand. Consistency is key to maintaining credibility, especially in the franchising space. When rolling out innovation, ensure your strategy is scalable to the entire franchise system. At GLO30, we’ve set high standards for each franchisee, and our training for Certified Nurse Injectors ensures that each location provides the same, high-quality services for guests.
As the franchising space continues to become more competitive, remember to watch industry trends and continuously educate yourself and your team to stay at the forefront of innovation. By embracing change and aligning that with your mission and customer experience, you’ll naturally carve out space in the crowded market.
Contributed by Dr. Arleen Lamba, Founder of GLO30