Identifying the 'Right' Retail Mix for Your Spa and Guest
By Nina Curtis Founder & President, The Nile Institute | October 28, 2008
The retail mix is not a simple process of picking merchandise and putting it on the shelf, it's the culmination of factors that you will use to satisfy your guests' needs and influence their purchase decisions through your merchandise offering, promotions, and your visual merchandise display.
To begin you will need to take a snap shot of your current situation, your offering and how you go about your daily business. What does your spa look like? Does it speak of luxury, boutique, sophistication, or exclusiveness? Who is your target market? Where do they come from and what are their needs? You must know these answers to these questions like the back of your hand but let's see if you can become even more expert in understanding what your guest want and how to best offer it.
How do you choose which merchandise to offer in your spa? Merchandise management is the process by which you attempt to offer the right quantity of the right merchandise in the right place at the right time while meeting the financial goals of your company.
How many product lines do you currently offer? Two, three or five? What is your treatment offering and how do your product lines support your treatments? What special merchandise did you offer this past holiday season and how will your promotional calendar support the movement of merchandise and treatment sales throughout the rest of the year? Do you already have answers to these questions, I'm sure you do but let's think about it a bit more.
We already know that your merchandise and treatment offering is widely based on your target market and their needs so how do you score? What percentage of your guests are local compared to the percentage of vacation or business travelers that you serve? If they're traveling for business or on vacation, do you offer treatment and products as an all inclusive package? I mean do you combine a facial treatment and included in the cost the guest receives their travel size assortment of cleanser, toner, and moisturizer? Something to think about.
Most travelers do not want to buy new skin care products while traveling and not sure of how the products will really work when they return home or they have what they think they love. If you can offer your guest a complete program of treatment and products in an introductory way it may even stimulate the sell of more products as they get back to their rooms use that products and want more.