case study: How Neal’s Yard is using Mindbody’s virtual wellness platform to grow its digital presence
From humble beginnings in a quiet corner of Covent Garden, they are now a global brand with a growing presence spanning five continents. But even for a successful brand like Neal’s Yard, the effects of the COVID-19 pandemic have forced the company to face some challenges this year. Fortunately, the company was able to focus on selling products online and providing virtual therapy treatments through Mindbody’s virtual wellness platform.
“At the start of the COVID-19 pandemic, it was virtually impossible to know where this was going to lead us,” says Charlie McCorry, Business Development Manager at Neal’s Yard.
“Fortunately, our business was already live when it came to our product, but we quickly realized that our goal was to go digital first for every channel in our business. ”
Before the pandemic, “One of the most important things for us during this time was to use the Mindbody System for our therapy business. My main goal was to make sure we used it to the best of our ability, ”said McCorry. The ability of their software system to accept payments online and offer therapy sessions online has become an absolute imperative for the brand to continue to grow its customer base and connect with its community, even in the face of the coronavirus.
Historically, Neal’s Yard has relied heavily on in-house experience to meet the needs of their clients, but the two lockdowns the UK has faced due to the spread of the coronavirus have not prevented them from offering their services. The company is known for its unique offerings that don’t necessarily require a literal hands-on approach, services that have been extremely beneficial for their clients trying to adjust to this new standard.
“Our business is not limited to massages and facials, we are not a typical beauty salon. We are a holistic center and treatment center with some of the best experts in the world, ”says McCorry. “We provide counseling, homeopathy, Chinese medicine, hypnotherapy, meditation – these are all services that many people around the world benefit from during a time like this. “
Using Mindbody’s virtual wellness platform in a unique way to book appointments and the decision to competitively price their therapy sessions online allowed the already successful brand to truly grow its business. clientele by opening its services to people located all over the world. With a digital presence, customers don’t have to live in or travel to the UK to fully enjoy the Neal’s Yard experience.
“Internally, these services are generally quite expensive. And what we wanted to do was be able to launch online therapy sessions for our clients and our new clients as well, and say, “Look, you can reach us, you can reach our experts through this virtual platform, but at a very reasonable price. Cost.'”
Needless to say, the platform was a necessity for Neal’s Yard and not only welcomed their existing customer base, but enabled them to reach customers around the world looking for therapeutic stress relief. In fact, the company has seen a dramatic increase in the number of clients from various countries booking therapy sessions online.
“We have clients in the Netherlands, the United States – we even had someone from South Korea book treatment the other day. So, all of a sudden, we are able to open our therapies to a large market and then internationally.
Over the past few weeks, Neal’s Yard has been able to reopen a good chunk of its locations to provide in-house therapy services to its local clientele, but with parts of the UK still under lockdown and an international fan base, their presence digital is still alive and well. “If their level store is closed or they can’t travel, they have the option of having their favorite therapists always online. ”
At first glance, a hybrid model is here to stay for Neal’s Yard to keep the masses happy and stress free. Because they were so quick to focus on the digital aspects of their business, they were able to thrive throughout the coronavirus pandemic – and will continue to do so.
Comments are closed.