Evidence
Essential / Signature / Grand — anchor pricing replicated across group sizes.
Turn a flat, à-la-carte spa menu into a tiered structure that raises average order value without discounting, and that replicates cleanly for couples and larger groups.
Built three tiers — Essential, Signature, Grand — engineered around real marginal cost, with the top tier anchoring the other two. Replicated the structure across couples, groups of 8 and groups of 15, positioning high-ticket packages at $900–$1,200+.
The pricing and packaging structure was later adopted at the property level — external validation that the model worked beyond the original campaign that tested it.
Anchor pricing and tiered bundling apply to any service business with a definable marginal cost per booking — spas, clinics, studios, short-stay hospitality.