The Art of Spa Retail: Customizing and Continuing Your Guest's Experience
By Kimberly DeOrsey Spa & Fitness Director, Omphoy Resort | July 15, 2012
Retail can play a significant role in a spa's success. A signature line can add additional senses that deepen your guests' experience while in your spa and at the same time increase the spa's profitability with retail sales. The line can then extend the relaxing and pleasurable experience they had at your spa when they go home. By recognizing that you are offering the guests a bonus for what they came for in the first place, relaxation, inner peace and calm, you can extend their experience, by offering a signature line that they can associate with your spa. The probabilities of them returning to the spa for more experiences and ordering product in person or online increases.
We all are familiar with some key trends that are affecting our industry. We are in this industry because we genuinely like people and want their experiences at our spas to be memorable and enhance their lives. However, Spa's are feeling the pressure from ownership, members and Board of Directors to become profit centers. There are costs associated for treatments with product and payout to contractors that produce small margins. Retail sales can create larger margins and can lead to residual sales in the future.
Retail sales with the right commitment can provide an opportunity to dramatically improve a spa's profitability.
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