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.
After all of the ﬁxtures, displays, mirrors, products, and signs have been placed, it’s time for spa professionals to take an objective look at how it all ﬁts together.
At the Urban Spa …
Reuben put down the trade magazine he’d been reading. The article mentioned that more and more men were beginning to frequent day spas—but the Urban Spa certainly wasn’t seeing much evidence of that, even though it had both services and products geared toward male customers.
Why Do Marketing?
Why should spa professionals do marketing? Can’t the products speak for themselves? Won’t it cheapen the spa’s image to offer specials or promotions?
When creating a marketing plan, savvy spa retailers use the reporter’s old formula of 5 Ws and an H to make the cash register ring.
After deﬁning their marketing plan, spa professionals determine the marketing vehicles that will deliver their message to their target audience. To be effective, multiple methods will need to be used in combination to create the desired effect. These will include both external and internal marketing pieces.
Marketing doesn’t happen by itself. People must work together to design, carry out, and follow through on all spa marketing initiatives. Spa professionals work closely with employees, vendors, and outside people to implement their marketing plans.