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