Personalizing Your Retail Space to Captivate Consumers
“... IT IS JUST AS IMPORTANT TO ‘ PROTECT ’ THE arrival EXPERIENCE ... WITH A CALM AND INVITING ATMOSPHERE AS IT IS TO FILL IT WITH THE RIGHT PRODUCT .”
DAY THREE
KNOWLEDGE Builder SESSION
Carrie UMMEL
Personalizing Your Retail Space to Captivate Consumers
PRESENTED BY INGRID MIDDAUGH , REGINA MILLER , CARRIE UMMEL AND TIFFANY WILLIE
LEARN HOW TO IDENTIFY your spa ’ s personality , curate brands to support your spa ’ s unique experience and tell a story with your merchandising to keep guests coming back for more . These tools will help create a winning strategy for an enjoyable shopping experience , while turning merchandise and increasing sales .
Pulse : Is there an accepted rule for how many product suppliers should be represented in a spa ? Is it based on unit sales , physical space , or other considerations ? Carrie Ummel : There are so many factors to include in this decision . For me , the physical space , the spa treatments and resort experiences are the three factors I start with when determining how many vendors and products to offer in the retail experience . When considering the physical space , it is just as important to “ protect ” the arrival experience and boutique space with a calm and inviting atmosphere as it is to fill it with the right product .
The menu of experiences our guests choose from help to form the categories of vendors to include . For example , if fitness machines and classes are not a part of the spa experience offered to guests , then I consider cozy lounge wear versus activewear . Or , if the spa and resort rooms do not have bathtubs , I skip the bath bombs . Stay true to the
moments your guest can and will have while on property .
“... IT IS JUST AS IMPORTANT TO ‘ PROTECT ’ THE arrival EXPERIENCE ... WITH A CALM AND INVITING ATMOSPHERE AS IT IS TO FILL IT WITH THE RIGHT PRODUCT .”
Pulse : How wide is the overlap between creating a curated retail experience , and recognizing customer demand for products that fall outside of your brand vision ? CU : This varies considerably . To narrow the overlap , know your guests and what they are doing while visiting your spa . What do they need to enjoy their experience and why ? Consider keeping a list of FAQs for product requests . Use sales reports to guide you to the categories that are proving important each month . What is the percentage of sales from a vendor versus your percentage of inventory ? When you recognize the demand for something new ,
“ test ” the brand / product with the minimum order — keep it tight . Ask the vendor if they can / will offer a swap if needed .
Pulse : What would be a quick change spas could make today to increase the success of their retail offerings ? CU : Find the “ hot spot ” in your spa boutique — it ’ s the table , rack or shelving unit that guests always go to , or walk past — and tell a story ; inspire them . Curate a collection of products that have something in common and relate to your guests . Depending on the space , I like to have between three and seven different products to create the theme / story . Try creating a hydration story , a detox story , or everything you need for a fun day in the sun at the spa pool : hats , sunscreen , lip balm , water bottles , bikinis and pool totes . When you tell a story , it attracts guests to stop and shop , inspires and delights , while increasing sales and guest experience .
Pulse : After spa leaders attend your Knowledge Builder Session , who will they share their new insights with — their administrative staffers , their treatment professionals , their vendors ? CU : I ’ m excited to share specific examples from three select spa locations in the Trilogy Spa Holdings portfolio . Spa leaders will take back info that relates to the Front Desk team , Providers , Attendants , and Leadership teams . There will be insights on merchandising and product selection ; educating and caring for the guest versus selling to the guest ; and successful vendor communications and relationships . n
24 PULSE n MAY / JUNE 2023