“ We feature a theme , product , or treatment monthly , and carry it throughout our platform . The story sets the tone for the month .”
— KARRILYNN KEITH , The Spa at Kilaga Springs
way more often [ now ] than before ,” she adds . KarriLynn Keith , spa manager at The Spa at Kilaga Springs , has likewise seen a steady demand for skin care . Gifts like candles and aromatherapy are a close second , followed by makeup . Apparel and accessories are also top retail categories , including products geared specifically to male spa-goers .“ Our members and guests seem to be drawn to these categories . Spa retail spaces draw shoppers who are looking for special pieces as take-home mementos and gifts ,” Prescott shares .
Brands that provide a compelling story , such as sustainable or locally-made products , also appeal to spa-goers . In addition , Prescott has seen gift ideas with recognizable brand names as products being sought-after in her spa retail area .“ We still find that our members and guests love items with brand logos . It supports that sense of connection to the experience ,” she says .
WHAT ’ S DRIVING RETAIL SALES ? Spa-goers ’ appetite for shopping for gifts and home care products is primarily driven by their desire to find unique items and have the flexibility to continue wellness treat- ments in the comfort of home . “ We have listened to what they are looking for and have created fun and unique gift opportunities for them to purchase . Our team is also excellent in setting their home regimens ,” says Keith ,“ as a continuation of their services . We are partnering with them for the desired result , and we want to give them the correct products and guidelines on how to achieve that result .”
Prescott has seen similar demand for home care products and agrees that this has supported high skin care sales for many spas .
“ While many retailers have extensive assortments of skin care , there ’ s still the desire to have a skin care professional share their expertise . Many love to have that extension of their experience with us by taking something from the spa home with them ,” she says .
Unfortunately , during the pandemic , many in-person boutique shopping experiences were lost .“ Although online shopping brings great conveniences , we find many of our members and guests [ want ] to touch , feel and learn about the brand . This has supported positive results in the apparel and accessories categories . We have seen a great response in featuring these sorts of vendors as trunk shows , pop-up shops or special themed markets ,” Prescott says .
Over at The Spa at Kilaga Springs , Keith concurs : “ After so many months of being closed off , they want to get out and socialize , they want to research the products and maybe even try a sample first before they invest in pricier items ,” she says . Milic adds that “ Personal touch is winning this battle .”
MARKETING AND SALES TACTICS To help drive retail sales , Keith implements a mix of strategic marketing and sales tactics .“ We have bi-annual VIP Days where we showcase mini spa services and great retail deals . We are also very fortunate to have a built-in
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