Bids ' Best of Luck ' to former ISPA PR Manager Shelby Jones
P: In the world of business where competitors conveniently copy each other, how can brands or companies go from copycats to trendsetters? M: We think one of the easiest( and yet still little practiced!) is to look outside your industry. Business people are constantly obsessed with what their competitors are doing, yet watching and understanding what’ s happening in other industries can be a valuable tool. Remember, consumer expectations are set by the most popular brands, whatever industry they are in.
P: Can you identify some retail innovations that are changing the way we shop and spend today? M: Probably the biggest change to shopping habits is the blurring of online and offline [ retail ].
While many predicted that online shopping would kill offline [ retail ], people still love the“ real world.” And what’ s actually happening is that, as consumers are constantly connected, it becomes possible for retailers to mimic, if not, actually bring everything that consumers love about the online shopping experience to their in-store shoppers— from in-store price comparisons and customer reviews to suggested pairings( e. g. shoppers who bought this also bought …).
“... one of the easiest( and yet still little practiced!) is to look outside your industry.”
P: Innovation is a key element you look into when trend-watching. Who is your idea of an innovator? M: On the one hand, you have people like Steve Jobs, who are obviously innovators. But I also think“ adaptive” innovation is interesting, and by that I mean any entrepreneur who sees past the“ way it’ s always done” and takes practices or processes from other fields and brings them into their businesses.
P: How do you live the spa lifestyle? M: I love to sit in the hammam and clear my head, but I don’ t get to do it enough. ■
WANT TO KNOW ALL of Trendwatching’ s 12 Crucial Consumer Trends for 2012? Visit digital Pulse at experienceispa. com to read all the latest global trends.
ISPA Welcomes Trish Dever as Director of Public Relations
Bids ' Best of Luck ' to former ISPA PR Manager Shelby Jones
Contact Trish at trish. dever @ ispastaff. com or 1.859.425.5072.
The ISPA staff is excited to welcome Trish Dever as our Director of Public Relations. Dever has an extensive background as a public relations and communications professional for a variety of associations and corporate clients.
Taking on some tasks from former ISPA PR Manager Shelby Jones who recently took on an exciting new career opportunity, Dever will be your resource for all media-related questions. She’ ll be working to not only promote the spa industry, but also the members of ISPA. Please add her to your press release, blogs, newsletter and email blasts so she can stay on top of any new offerings and special packages your spa or product company might be promoting.
You can reach out to her for information about the annual ISPA Media Event and other ways to get your name in print. If you haven’ t already requested to be on the media lead reach-out list, email her today so you don’ t miss an opportunity to be featured in trade and consumer publications. And, don’ t forget to send her any social media messages you’ d like ISPA to highlight. ■
52 PULSE ■ January / February 2012