Articles starting with “R”

The last few weeks before opening may seem like crunch time, but spa professionals who have followed a solid six-month (or longer) pre-opening plan will feel well prepared for opening their doors to their guests. Only a few more details remain before celebrating a successful launch.

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With only a month until opening day, everything starts to come together. Merchandise arrives, staff members begin training, and spa professionals ensure that all loose ends are tied up.

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With only two months to go, spa directors must now attend to details that will make the retail opening run smoothly for managers, employees, and guests.

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Depending on the size of the spa operation, the step of establishing sales and inventory procedures is done about four months before opening. 

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Depending on the size of one’s spa retail operation, preparations for opening may begin anywhere from six months to a year before the projected opening date. 

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At the Seasons Spa …

Jazmine sank gratefully into the restaurant booth across from her friend and mentor, Dahlia. 

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Once it is all said and done, spa professionals take time to recap the event. What lessons have they learned? What would they do the same or differently after the event? And the most important questions of all: What was the bottom line? What were the overall sales?

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Spa professionals should never feel at a loss for a marketing promotion. There is enough happening throughout the year to create hundreds of opportunities to bring customers into the spa and encourage them to buy.

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While most spa professionals may think of marketing in terms of specific promotions and events, it can also include year-round sales of products through mail order, as well as marketing and sales of gift certificates.

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Once spa professionals have a master calendar full of events to drive sales, they must remember to connect the dots for the ultimate sales success.

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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.

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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.

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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.

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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? 

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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.

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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. 

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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. 

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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.

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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. 

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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. 

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