Pulse Legacy Archive July 2012 | Page 81

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. T his chart was taken from the May 2012 ISPA Snapshot Survey on retail in which 492 ISPA members participated. The chart provides data on how retail sales changed for specific product categories during the first four months of 2012 compared to the same period of 2011. In the May 2012 Snapshot Survey, ISPA spa members were also asked to describe their most successful retail promotion from the past year. The following is a sampling of the responses which may give you ideas to help reinvigorate your retail sales. “We have a basket system in which products are hand-selected for each guest and then placed in the basket with a personal note and self-care tips. Average tickets have increased.” “$25 off retail purchase of $100 which was handed out by estheticians to clients [who had] a facial.” “Estheticians are required to present a prescription after each facial. They then receive a monthly commission based on a sliding scale of percentage of retail sold to total treatments performed. We average about 50 percent retail to each treatment. It is very successful!” “Martinis and Makeover event—rep from makeup line comes in to do complimentary applications and prescription pads are used. Costs $35 per person, everyone gets a drink, snacks, and $25 off any retail products.” “Bi-annual Signature Product Discount offer. Our guests know when to expect it and stock up.” “Therapists [leave] products at the reception desk, along with their business cards. This has helped increase retail sales and repeat service bookings.” “Book a 50-minute facial and receive a sample tote of all the products used on you that day (for companies that get a ton of samples from their vendors, this is a really great deal).” “Esthetician literally places product at check-out desk after handing pre- scription to guest at the end of a facial.” “Spalliday—a one-time Holiday Open House event with food, drink and entertainment. All of our vendors' representatives were present with exhibit space and all attendees were given a 25 percent discount on all purchases made that night. We grossed over $25,000 in retail sales in four hours!” “Grab bags themed for each holiday filled with different tickets offering small giveaways for more sales.” “Prescription pads to recommend products, introducing new products periodically and refreshing the visual presentation to make retail area look new, especially to employees; it reenergizes them to recommend items.” July 2012 ■ PULSE 79