SNAPSHOTSURVEY2012
REMEMBER: Visit the Snapshot Survey Portal at http:// snapshot. experienceispa. com to access results reports for the surveys you participated in or to purchase reports for the months you missed.
This chart was taken from the May 2012 ISPA Snapshot Survey on retail in which 492 ISPA members participated. The chart offers insight into incentives used by spas to promote retail product sales in both 2011 and 2012.
In addition to ISPA spa members, resource partner members were also asked about their retail trends. Specifically, resource partner members were asked to describe how their company assists spa clients with retail promotions and marketing. The following is a sampling of their responses.
“ We provide necessary display and pointof-sale materials, as well as keep spas informed of promos we are running.”
“ Point-of-purchase signage and complimentary product for employees to wear.”
“ We have tester units, samples, merchandising guidelines, home care cards for the therapists to fill out, ongoing promotions and retail incentives. We do regular retail events and offer a selling with integrity presentation which helps to educate therapists on how to recommend home care.”
“ We offer extensive marketing support to existing clients through a customer development team. Services include: one-on-one marketing consultations to identify target markets, strategic positioning and ideal promotions to incorporate to maximize business success. We offer a full suite of marketing materials and seasonal promotional collateral as well as informational webinars / seminars to help educate our customers consistently.”
“ Gratis and retail incentives for the staff, training, webinars, events, promotional materials, [ purchase with purchase ] PWP and [ gift with purchase ] GWP.”
“ We have an in-house marketing program that assists customers with marketing collateral, displays, invitations, email blasts, etc. [ This ] 2012 [ is ] a big year to strategize attaching retail to as many treatments as possible with our infusion strategy for spa partner locations. November is our [ buy one, get one ] BOGO Black Friday sale where we credit our partners the free product given away to guests.”
“ Personal sales calls and trade shows.”
“ Full marketing and merchandising calendar with seasonal promos and treatment focus. Strong GWP and PWP offers. Ongoing incentive programs and loyalty programs.”
“ Depending on the needs of the spa, we may assist by coordinating in-spa events for retail customers, trainings for spa staff, providing marketing materials and samples, etc.”
“ We supply the following: retail schematics, shelf talkers / product focus, holiday promotions, treatment specials to mirror retail focus and tester unit travel programs.”
“ Public relations, national advertising, instore POP, promotions, BOGO pre-packs, sample packets, window clings, posters, banners, training, education and the opportunity to join our [ design team ] or national education team as an educator.”
“ We provide clients with clear Lucite frames with inserts to help highlight products and / or product reviews. We also offer samples that can be purchased for clients to give away to their clients. We also have a‘ local’ sign for clients close to our home office / production center.”
August 2012 ■ PULSE 65