Retail
<<< Back to ISPA Academy
Is Your Spa “Holiday-Ready”?
The holiday season seems to begin earlier every year. To help ISPA members plan for the year-end rush, a Town Hall this summer focused on getting your spa “holiday-ready” with creative seasonal promotions and incentive ideas like gift cards and open houses. Panelists at the July Town Hall included Aaliya Bashir, owner of Warrior Body Spa; Charlotte Prescott, director of spa and fitness at Privai Spa at the Kimpton Epic, Arch Amenities Group; Ginger McLean, director of spa operations at Hard Rock Atlantic City; Justin Vanderpoel, assistant spa director at Well & Being Spa at the Fairmont Scottsdale Princess; and Patrick Huey, ISPA chairman, as moderator.
The idea of “Christmas in July” is more than a marketing gimmick. By mid-summer, most spas are already beginning their planning for holiday sales and year-end promotions. “We started our holiday planning [in July] with preliminary meetings,” said Justin Vanderpoel. “It’s never too early to start planning. We like to include everyone in the leadership team at our meetings. The more minds, the better.”
Ginger McLean said, “We create a framework of our marketing calendar in September for the next year. We then meet quarterly with everyone and work hand-in-hand across the property to ensure everything is consistent.”
Aaliya Bashir shared, “Our spa plans our marketing four months out. Our biggest days for revenue are Black Friday/Cyber Monday.
It’s an Animal’s Planet: Leadership and Business Advice from the Wild
Survival of the fittest, constant adaption to change—the wilderness and the corporate world have many similarities.
June 2016 Snapshot Survey – Retail
Topic of focus – Retail
Retail sales are an important income source for members, with 38 percent of all spas reporting an average of 10 – 15 percent of total annual sales revenue stemming from retail sales.
Maximize Your Retail with Revenue Boosting Ideas
Never be complacent in what you buy and how your store looks. Not only does your guest want the newest and on-trend item, but your team does also. By generating excitement within your team, and frequently re-creating your store, you motivate them to sell and promote more.
May 2015 Snapshot Survey – Retail
Topic of focus – Retail
Retail products are an important income source for members, contributing an average of 10-15 percent of total annual sales revenue.
May 2017 Snapshot Survey – Retail
Topic of focus – Retail
Nearly all spa members surveyed responded that they sell retail in their spas (99 percent); however, only 20 percent of spa respondents sell retail products directly to consumers online. This shows that spas continue to be mainly be brick-and-mortar retailers when it comes to selling products.
Money Matters: The Psychology of Recommending Homecare
Dr. Michela Henke-Cilenti, CPLP, has spent her career helping teams become personally accountable for their psychology when recommending products, homecare or add-ons to clients; to connect more deeply and authentically with the guest every time. This article will share a few of those insights, plus best practices on how you too can lead and coach your teams to seamlessly recommending, every time.
Pathway To Tranquility: Guiding the Guest Through the Spa Retail Space
An often overlooked aspect of a harmonious guest experience is the design of the spa’s retail area, where a deliberate traffic flow pattern can ensure guests are exposed to a diverse range of purchase options while every step leads them further into the spa’s brand story.
Creating an Inviting Entrance
The journey begins at the entrance to the retail space, where a welcoming and unobtrusive display draws guests into the retail space. A well-designed entrance not only sets the tone for the shopping experience, but also serves as a natural starting point for the traffic flow. Placing eye-catching and seasonal items near the entrance can pique interest, enticing guests to explore further.
Guiding the Flow
The layout should encourage a circular or serpentine path, allowing guests to navigate seamlessly through the retail area. Placing focal points strategically along this path ensures high-end items receive the attention they deserve. Consider incorporating feature displays, highlighting premium products and utilizing effective signage to guide guests through different sections.
Reimagine, Redesign, Retail: 7 Tips to Craft a Spa Retail Experience from Existing Space
Purpose-built day spas or resorts will have retail spaces in mind during planning and development stages. That is a luxury not available to those attempting to retrofit a spa into an existing structure. Transforming a venue into a spa retail section requires ingenuity and creativity. These tips ensure a serene and inviting retail space—no matter what the facility was used for in its previous life.
Renovating a Spa for Today’s Consumer
Sooner or later, most spa owners will consider a renovation to ensure their facility continues to be relevant and attractive to customers. In the ISPA Town Hall held in December 2023, panelists shared their insights about lessons learned during renovations, including budget tips, how they selected vendor partners and the exciting new additions to their spas resulting from renovations. Town Hall panelists included Trina Jefferson of Opal Spas, Sharon Holtz of The Springs Resort and Spa, Becky Leuluai of Hilton and Jane Segerberg of Segerberg Spa Consulting LLC. ISPA Chair Patrick Huey moderated the discussion.
Driving Decisions Around Renovations and Size of Spa
“It’s more about being able to create communal experiences and having social wellness,” Sharon Holtz noted about a primary goal of spa renovations. “People need different things, and it’s how we create different environments and programming to take care of everyone.”