Designed to Sell: Integrating Retail into Your New Spa
By Peggy Borgman President, Preston Wynne, Inc. | October 28, 2008
Do Your Guests Want to Shop in Your Spa?
Spa guests seem to be shopping virtually everywhere but their favorite spa. Mass marketers understand this, and have slapped the word "spa" on everything from dish soap to shoes. Spa guests are ready, willing and able to shop your Stay Spa. But what motivates them to buy?
Our consultancy conducted a survey of spa shoppers that showed 93% of the spa client's decision to buy home care was based on the recommendation of their spa technician or therapist. In the absence of recommendation, guests will buy familiar brands, sometimes refilling a product they've purchased in the past. This has led many spas to conclude that brands, not employees, are the most powerful source of sales. This simply isn't true.
Massage therapists who post 10% of their total revenue in retail are top performers. Nail technicians and hair stylists who attain 15% retail ratio are stars. For estheticians, this number rises to 35-40% in the Stay Spa setting. But none of these employees have a chance to attain such numbers if they can't easily make home care presentations to their clients as part of normal workflow. Most Stay Spas unwittingly make retail sales a challenge for even the most motivated employee.
The ideal scenario is a spa retail design that facilitates prescriptive selling by the staff and offers a stimulating "self serve" shopping experience , too.
Don't Ghettoize Your Retail