Identifying The Tanning Customer

Identifying The Tanning Customer

It used to be that successful tanning salon owners got their start by simply setting up shop and watching the business beat a path to their door. But in reality, tanning competition has grown, and aggressive salon owners now are more eager than ever to dominate the local tanning market.

This means that tanning business owners who want to remain viable competitors in their area may need a review in Business 101 to help pinpoint unique demographics so as to correctly market to the most valuable segment of the buying public.

A Customer Defined

According to the LOOKING FIT Tanning Fact Book 2001/2002, the demographics, or characteristics, of the average tanner have remained fairly constant during the industry's more than 30-year history. The majority of those who tan continues to be in the age group of 16-49: 70 percent of whom are women and 53 percent of which are women ages 20-39.

However, after interviewing hundreds of salon owners on the LOOKING FIT Tanning Tour, one of the fastest-growing segments of the indoor tanning market is tanners over the age of 55. According to surveys, more than 2.5 percent of the indoor tanning demographic now consists of tanners in this age group.

Older Americans are--or can be--an important component of your business, as they are now the biggest spenders, even though they spend a lower portion of their income on retail goods and services. People between ages 65-74 spend more per capita than those ages 25-34 in most categories of goods and services. Surveys also show that older consumers tend to be more knowledgeable and are less likely to shop on impulse.

Another interesting growing trend has been the number of men frequenting tanning salons. Most salon owners polled this year have reported a dramatic increase in the percentage of male tanners throughout the year. Some salons have reported nearly 40 percent of their tanners are young male clients. Although most of these salons were located within a half a mile of gymnasiums, it is interesting to note the growing acceptance of indoor tanning among the male ranks. Even lotion manufacturers are developing additional lines of products that offer fragrances and packaging that are particularly appealing to male clients.

Spending Facts

According to a survey conducted by the University of Wisconsin, the income of most Americans has changed dramatically in recent years. Households with middle incomes of $25,000-$50,000 declined from 39 percent in 1970 to 32 percent in recent years. The median real family income in 1990 was $35,353--about $2,000 more than in 1970. This increase reported in that 20-year span would not have happened without the increased participation of women in the work force.

For obvious economic reasons, higher income households will continue to be a primary target for many retailers--including tanning salons. These consumers consistently spend 63 percent more than the average household on food, and account for more than half of all spending on products such as men's clothing and household maintenance supplies and equipment. The survey also predicted, given historic trends, both the lower-income and upper-income segments of the population will provide greater market opportunities than the traditional middle-income segment of the population.

Developing Your Marketing Plan

Now, it's time to do your homework. Don't just ask yourself "Who is my customer?" but more importantly, "Who is my potential customer?" Think about their age, race, religion, marital status, sexual preference and social status. Where do they shop? How do they dress? This information will help you gain better access to them and their spending because the better you understand your customer, the more likely you are to meet their purchasing needs.

Remember, your competition down the street has become more savvy at identifying the potential tanning customer--and you should too. In order to ensure the longevity of your business, you need to become more proactive in increasing your marketing horizons.

To survive and thrive in an ever-changing world, it is vital to be aware of trends and how they affect you and your business. Anticipating customer needs--while defining your customer--is a critical survival skill that can work to your competitive advantage. Business decisions that are made on a proactive--rather than reactive--basis only will add to your future success.