Pulse Legacy Archive January / February 2013 | Page 51

Incentives Used
Coupon or discount that can be
applied toward future purchase
Drawings or giveaways
Email to customers promoting a
specific product and/or discount
Free gift with purchase
Free product samples
with a treatment/service
Free product with gift card
purchase of a select amount
Loyalty program that
incentivizes repeat purchases
Retail area open house

Social media contest
Vendor representative at the spa to
promote a specific product/brand
Other

Retail & Spa Products
In the spring of 2012, ISPA released the May Snapshot Survey
on “Retail & Spa Products.” Around 44 percent of survey participants responded that they use some form of discount to
promote retail sales.
Around 49 percent of survey participants said they invited a
vendor representative into the spa to help promote a specific
product or brand. The survey also shows that spas that had
vendor representatives for product promotions consider the
strategy effective in helping increase both client awareness and
sales.
The Spa at The Hotel Hershey located in Hershey,
Pennsylvania, works closely with its vendors to offer monthly
Open House Events for exclusive spa members. Spa
Operations Manager Holly Wydra says, “One of our most
popular events featured the CACI machine, which is a great
example of introducing a new treatment and trend in the
industry.” The event included a full treatment demonstration
followed by a question-and-answer session. Another popular
event is the Jane Iredale Open House Events which are offered
seasonally to promote new products and share makeup trends
and tips.
Similarly, Sea Island Resorts, The
to Promote Retail Sales
Cloister Spa in Sea Island, Georgia,
ALL SPAS
repeatedly partners with several of its
44%
42%
vendors to perform trainings and co-host
27%
events at the spa and salon. At recent
28%
events, representatives from MOROC43%
49%
CANOIL visited the salon to train staff
58%
and perform complimentary services on
54%
guests and members, which helps to
55%
51%
support retail and service revenue.
21%
“Babor has also been a long-time
15%
2012
partner,”
says Donna Mastrianni, director
23%
2011
25%
of spa, fitness and salon. “They have
41%
assisted [us] with marketing tools to
40%
increase retail sales, [such as] the offering
17%
17%
of custom gift-wrapping for our group gift
49%
boxes [which have spa and product]
40%
7%
images and both our logos.”
11%

“Around 49 percent of survey participants said they
invited a vendor representative into the spa to help
promote a specific product or brand.”
January/February 2013

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PULSE 49