MONEY MATTERS
BY JACLYN LUONGO
The Fundamentals of Retail
Over the past twenty years in the spa industry, I have witnessed amazing growth in retail offerings.
The industry has creatively evolved to offer a welcoming and appealing environment that sparks
guests’ senses. In doing so, spas have become a unique, go-to environment in which to shop.
IN THIS ARTICLE, I’d like to share a few simple tips on all
areas of spa retail—from space layout to product selection
and staff training—that I’ve learned during my time at Inika
Organic, jane iredale - The Skincare Makeup and more.
What to Offer
To start, offer a selection of items spanning the price spectrum
from affordable to luxury. Additionally, consider that
every shelf and every inch is real estate for profitable retail
revenue.
Create some areas which will feel more ‘exclusive,’
stocked with luxury items. Utilize a variety of heights, textures,
colors and scents. This encourages the guest to shop
not just for themselves, but for loved ones as well. Recently,
I have noticed a shift in which spas treat their retail
area as a boutique, oftentimes formally renaming it as
“The Boutique.” As your business shifts to that model,
keep it current, sophisticated and unique. Constantly researching
brands and trends will keep the inventory edgy
and will move products quickly.
Appeal to different tastes and styles with a creative collection
of items for young and mature guests. Of course,
offer all the products that support your spa’s services. Spa
accessories are always great too, such as jade rollers, eye
masks, luxurious robes, blankets, sleepwear, branded
totes, t-shirts, head bands and water bottles. A resort spa
may offer items that are more of a splurge—candles, luxury
fragrances, bath items and teas, for example.
To keep your spa’s retail offering unique, incorporate
local designers, chefs or anything indigenous to the area.
Offer monthly trunk shows hosted by local designers and
artists. Support local bookstores by using your space for
book signings or local book clubs: it’s a wonderful way to
cross promote and support your community. Another
great way to ‘keep it local’ is to partner with a local yoga
studio and offer guided mediation nights sponsored by
local candy makers, juice bars or bakeries.
The options are limitless, but if you set a goal to be different
and provide a welcoming environment, I am confident
you will continue to increase your retail sales.
Shifting Your Mindset
Do you wish your staff would sell more? Do you want your
retail revenue to increase?
Of course, the obvious solution is to invest in your staff,
have them trained often and thoroughly by your vendors,
54 PULSE ■ JUNE 2020