Spa Marketing: The use of Feng Shui principles to increase retail sales
By Elaine Fenard Partner & Chief Operating Officer, Europe and U.S., Spatality | June 24, 2012
Looking for fresh new ideas to market the spa has become an everyday challenge for the Spa Director. In today's world everyone needs a competitive edge and is constantly looking for ways to reinvent themselves and the service platform. This is usually done with creative menus and special offers, designed to appeal to a new demographic or to encourage repeat guests to purchase additional services. We all know that holding on to the repeat guest costs less in marketing dollars than bringing in new guests. So we look for ways to keep them interested and increase their pleasure. Focusing hard on service, we can easily forget the extension of service and opportunity that comes from our retail platform.
For fresh new ideas in retail therapy look to the old; the ancient art of Feng Shui makes perfect sense for Spas whether you apply the 'feel good now' principles of immediate gratification, or the 'change your lifestyle' principles attached to learning how to live a healthier lifestyle.
Feng Shui is an ancient art and science developed over 3,00 years ago in China. Although the interpretation has become complicated over the years, and there are many advanced formulas to study, it's origins are relatively simple. Basically the Tao or the way, the philosophy that underlines Feng Shui, shows how to order our lives to live in harmony. Yin and Yang positive and negative forces act together to create Chi (positive energy.) I do not profess to be an expert in the art of Feng Shui, and there are many experts available, consultants in this field can be found, to advise on how to design the spa so the chi (energy) flows and the financial success follows. If you decide to seek advise from a Feng Shui consultant, make sure that you also have a reputable spa consultant on the team, the chi will not flow if the operational alignment does not work!
Applying Feng Shui to a new build can provide a harmonious environment and goes a long way to supporting/creating a concept using the five elements Fire Water Wood Earth and Metal. That being said there are many ways for an operating spa to apply the basic principal of Feng Shui especially to the retail area and sales protocols for immediate results.
The retail section of the spa is always considered a high-energy area; it can help you attract new customers, resulting in a marketing vehicle for the spa as well as higher sales from spa guests, not to mention, it will ensure a pleasant working environment for the staff.
The principles of Feng Shui make really good sense when planning or rearranging the retail space. Cut the clutter (a solid Feng Shui principle,) translates to minimalism, allowing your guests to see the products and be drawn to the items that will enhance their own personal spa experience.
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