Retail
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Create a Revenue Management Culture
Making more money next year is always the expectation—but how can you get there? Sure, you’ll need to control expenses as much as possible, but you’ll need to increase your topline revenue as well. Adam Hayashi, Accor North & Central America’s vice president of revenue management, recently shared several insights about applying yield management strategies to spas as a way to bring more to the top line. “Take baby steps,” he advises. “When you’re adopting a revenue management culture, you don’t want to throw too much in the beginning because at the end of the day, getting your frontline staff to buy into what you’re doing is important. They’re the ones who are going to be speaking with a guest. It should be seamless. It should be something that flies under the radar.”
Hayashi’s approach to creating a revenue management culture in spas is to move through three stages.
Create a Team of “Sell-ebrities”
A big “win” for spa directors: Leading a spa team whose members understand how retail sales contribute both to the customer experience and to the spa’s financial success. While product sales may not be the primary responsibility for many employees, everyone who interacts with spa guests should have at least some sales proficiency.
Product sales training is not a one-time task. Spa employees become comfortable helping to promote retail sales once they have developed product knowledge and merchandising acumen. Beyond establishing mere competence, however, they become enthusiastic sellers when offered ongoing learning opportunities. Here are several tips to make every team member a “sell-ebrity” in your spa:
Creating Spa Sales Specialists
Kristine Huffman for Pulse: Earlier this year, you shared your experience using the Predictive Index (PI) to help select your sales team based on identifying optimal personality traits for their job duties. Let’s pick up from there and talk about what you do with those people once you’ve got them.
Carol Stratford: We established two roles within the reservations center. The real go-getters who fit the profile of a true salesperson did the initial reservation calls. We set up an incentive program for them, because their profiles indicate they’re motivated by rewards. That, along with having the right call flow, helped improve conversion rates.
Displaying Wisdom: Educational Elegance in Spa Retail
Imagine a spa where every product tells a story. The retail display is meticulously curated, not just to showcase the latest in skincare and wellness, but to educate and guide spa guests. Display cards adorn shelves, succinctly describing each product’s purpose, benefits and usage instructions. These cards serve as quick reference guides, ensuring that spa professionals can confidently recommend and demonstrate products to customers.
In the bustling world of spa professionals, the retail display becomes more than just a showcase of products; it transforms into an educational hub, enhancing customer experiences and driving retail outcomes. Integrating instructional materials strategically within this space is a potent tool to empower both staff and clients.
Dressing Up Your Retail Space: Smart Visual Merchandising Ideas
Visual merchandising is the deliberate design, layout and presentation of a retail space, as well as the products and services sold in that pace. The basics of visual merchandising are simple common sense and can be learned by anyone.
Feast Your Senses: How Serving Up Wellness on a Platter Can Boost the Spa Retail Experience
Integrating self-care food and drinks into spa retail spaces aligns with the growing trend of holistic wellness, where nourishing the body is seen as integral to achieving overall balance and harmony. By offering a curated selection of nutritious snacks, herbal teas, cold-pressed juices and other wellness-focused products, spas can cater to guests seeking a more comprehensive approach to overall harmony.
One of the key benefits of incorporating wellness food and drinks into spa retail is the enhancement of the guest experience. In addition to external pampering through treatments like massages and facials, spas can now provide guests with nourishing options to support their internal well-being. Whether it’s sipping on a detoxifying herbal tea before a treatment or enjoying a nutrient-rich smoothie post-session, these offerings add an extra layer of indulgence and care to a spa visit.
Five Tips to Increase Spa Retail Sales
When I consult with spa managers in the United States they often tell me that their number one problem is getting their staff to sell retail products. The past three years spent working in Asia has shown me that the same challenges exist.
From Summer Glow-Ups to Winter Wonderlands: 3 Tips to Maximize Retail Revenue with Seasonal Promotions
Want to boost retail sales and engage guests? Let the seasons be your guide to a dynamic shopping experience.
Seasonal promotions in the spa retail area can capture guests’ attention and encourage purchases. By aligning product launches with specific times of the year, spas can tap into the natural buying cycles of their guests. A new skincare line introduced in the spring will capitalize on guests looking to refresh their beauty routines. Launching body care products in the autumn can appeal to those seeking hydration solutions during colder, dryer months.
How Spa Product Differentiation Can Help You Beat the Competition
Enrique founded a spa/beauty product line created from plants and vegetables unique to a village in South America. For each product sold he gave back 15% of the profit to assist the village in building a school. His distributor positioned the line in the spas of a very upscale hotel chain. Life became exhilarating; he began to get a lot of media attention. He was invited to speak at several high profile spa events, to promote his products. He and his assistant conducted intensive training at the spas personally to ensure that the therapists understood the protocols.
How Spas Can Generate More Revenue for the Holidays
THE HOLIDAYS CAN BE AN ABUNDANT TIME FOR THE SPA INDUSTRY, and despite current restrictions, we are confident that with hard work, flexibility and creativity, you’ll navigate the busiest time of year and and—more importantly—increase sales at the spa.