Pulse Legacy Archive January / February 2013

RETAIL REPORT Retail is often a challenging part of operations for many spa owners and directors. There are many moving parts that could impact retail sales, which is why looking into current trends is important. Trends In-store experience is a critical part of the retail process. According to a McCann Group research, consumers look for the following three components for a good in-store experience: ● Ability to touch and feel the items; ● Ability to easily find products; ● Beautifully displayed. PSFK’s Future of Retail Report 2012 shows that “Shopperto-Shopper Service” is on the rise. This means consumers are reaching out to brand fans to share their expertise and provide one-on-one recommendations and advice. Retailers also need to focus on “shop communication,” a strategic system that can be put in place with moderate effort. Most buying decisions happen in the actual shop or spa. Therefore, exposure and communication in the shop have a significant impact on sales. NEED MORE RETAIL TIPS? Click to read more on eye-tracking and consumer preferences. Shop communication purposes include: ● Communicate the retail range in an attractive manner; ● Provide information on product characteristics; ● Help the customer to make purchasing decisions on their own; ● Control the sale of the goods with the highest profitability and turnover; ● Inspire add-on buying; ● Communicate the retail brand. Opportunities Exposure affects profitability. Products given more space and clear exposure will sell more. Always keep in mind the basic retail rule: Give prominence to products you want to sell most by placing them at the entrance, near the checkout and the “main shopping street.” Do not forget the power of one-on-one recommendations among your guests. Create a forum, whether online or through spa-sponsored social events, for them to recommend items and treatments to other guests. ANNA BJURSTAM has always been dedicated to wellness, and has worked in the business for 20 years. Together with her hands-on expertise in wellness and a Masters Degree in Business, Bjurstam has successfully led Raison d’Etre Spas to become one of the leaders in the spa business. She is a founding board member of the Global Spa & Wellness Summit, an invite-only nonprofit event held yearly together with the Aspen Institute. 30 PULSE ■ January/February 2013 TWEET PULSE Is your spa or business on board with the trends? Chat with Pulse @ISPADoYou using #2013wellnesstrends

Pulse Legacy Archive January / February 2013 | Page 32