Retail Management for Spas
Retail Management for Spas represents an important step in the sustainability of the spa industry. The global spa industry has experienced a great deal of change. In some countries, the industry has seen phenomenal growth and in other areas, this growth is just beginning. As the industry continues to evolve, and as more and more consumers learn the beneﬁts of spas and health and wellness lifestyle changes, the industry must be ready to address their needs.
In order to sustain the spa industry, it is imperative that spa professionals have the business tools that are necessary for their own growth and vitality. With such growth and demand, informational tools and resources on subjects such as retail, ﬁnancial management, compensation, consumer and industry research and trends, and standard operating procedures and management skills are imperative. These tools will allow for an even greater customer service experience and allow spas to be even better prepared for their guests.
During the 18th, 19th and 20th centuries numerous European spas ﬂourished and were supported with full medical staffs and professional personnel. Typically spa visitors were sent to a resort spa by their home doctors in order to “take the waters” and “make a cure.”
Spas have long centered around responding to the needs of people to ﬁnd relief from stress, improve their health, and enhance their overall wellness. Spas design their treatment menus around meeting these guest needs. The retail environment of a spa is a part of that entire package, one that complements and supports the spa’s philosophy.
Bob Hope was known to mention the beneﬁts of his daily massage for feeling so well in his later life. Unfortunately, it is the rareﬁed few who will enjoy the beneﬁts of a daily treatment. This is one of the reasons that retail ﬁts in with the overall purpose of spa.
The word “retail” covers a broad expanse of businesses. It can cover anyone who sells anything in small quantities to the person who will consume those items. Retail stores take on a lot of different appearances. They can be huge department stores, small souvenir shops, arts and craft booths, or gift shops.
Even in the spa environment there is no single picture that illustrates retail. Rather there is a collage of portraits ranging from shelves in a hallway to large boutiques to cozy lounges to shiny displays.
When it comes to retail, there are a lot of players who contribute to making it a success. There are partners, such as the media, ﬁnancial institutions, local businesses, and charitable organizations, all of which can also help a spa business grow and succeed.
At the Seasons Spa …
Jazmine melted onto the bamboo mat, rubbing the Seasons Spa’s moisturizer onto her arms as she prepared to meditate. It was the end of her ﬁrst day as spa director at the Seasons Spa, a resort/hotel spa with a medical emphasis built into a beautiful beachfront destination resort.
Planning is at the heart of good management. Every spa manager, retail manager, or spa executive has a responsibility to become as knowledgeable as possible about the art and science of management—hence the plan.
The key elements of a retail plan are…
There are many choices in today’s world of spas. With so many options for consumers to choose among, spas make themselves stand out by creating a spa philosophy, a culture within the spa that embodies its mission and core values.
When ﬁguring out a retail assortment strategy, spa professionals ﬁnd themselves chanting: Monitor, Monitor, Monitor! Trends, that is.
This is quite possibly the most important question.
The answer can be found in the spa’s surroundings. Is it in an upscale mall with customers looking to spend their disposable income on high-end products? Or is it near a college campus, where penny-pinching students will likely be its biggest customers?