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.
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.
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.
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.
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.
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?
At the Seasons Spa …
Jazmine sank gratefully into the restaurant booth across from her friend and mentor, Dahlia.
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.
Depending on the size of the spa operation, the step of establishing sales and inventory procedures is done about four months before opening.
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.
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.