The spa’s services are a great sampling opportunity to generate a product sale. They are a process that creates a unique form of dialogue around the experience of using spa products such as skin care, body care, apparel, books, and relaxation CDs. The spa’s services are unique opportunities to connect with guests in a traditional sales manner. Therapists are able to build rapport through experience and education.
“Everyone in the company sells the company.” The entire spa team contributes to the sale because guests are being encouraged to take the spa experience into their daily routine. Everyone contributes to the sale whether directly or indirectly. Sales begin the moment the guest calls to book an appointment, the moment that a guest ﬁrst sees an advertisement about the spa or hears about it from a peer.
No matter what the spa product is, when spa professionals sell it, they are helping to extend the service of the spa. Selling is a highly personal art. Highly successful salespeople view it as an art and build a tremendously loyal following—to say nothing of a very successful business.
Anyone in the position of clarifying why an individual would possibly be compelled to give money in exchange for goods or services—is a salesperson.
Sometimes simple add-ons can make a difference to customers between buying a product at a spa instead of a department store or any other competing organization.
At the Urban Spa …
Reuben rounded the corner by the Urban Day Spa’s cash/wrap counter and nearly collided with the nesting tables that held a display of Zen sand gardens and other relaxation products.
Once spa professionals have studied how to plan buying the spa’s retail products and learned how to hire and train a sales staff, they can spend some time working on the design of the spa’s retail space.
Retail Management for Spas | Chapter 7.2.| Presentation & Display for Skin, Body, and Beauty Products
When creating retail displays for skin, body, and beauty products, spa professionals must keep in mind that the majority of the shoppers who will enter into this retail space will be women. Of course, there will be an occasional male customer, but even though men account for 22 percent of spa visits in the in the United States and Canada (according to the ISPA 2004 Spa Industry Study), the biggest slice of the retail pie in nearly all merchandise arenas has always been cut and served to women.
Retail Management for Spas | Chapter 7.3 | Presentation & Display for Apparel and Apparel-Related Products
Apparel is increasingly becoming a central part of the spa retail experience. Customers expect the same attention to detail in the area of spa apparel as they do in the rest of the spa boutique.
There is a saying that goes, “You are only as beautiful as you feel inside.” As the spa becomes more and more a retreat facility that people visit to get away from the stresses of the day, it is only logical that spa professionals teach people how to relieve that stress.