ISPA OPEN HOUSE
BY NELSON LANE
JW MARRIOTT TAMPA WATER STREET
THIS MONTH ’ S ISPA OPEN HOUSE features JW Marriott Tampa Water Street , where Spa Director Richard Trinidad curates a memorable retail experience that receives daily updates tailored to the spa ’ s guests . Get into the mind of the expert as Trinidad presents his retail strategy in his own words :
“ From my tenure and 26 years of spa and retail experience , the best advice I could offer to someone is this : Get to know your customer . A customer that you make a connection with on a regular basis will appreciate you more in the long run and will come receive your services on a more frequent basis . Another great tip is for your retail space : Making the effort to mix up the setup of the retail space gives that daily or weekly customer a new look every time they visit . Hence , alluring them to new things they might have missed on the last visit . I am telling you , it always works !
“ Do your research every morning to see who you have booked . Perhaps someone is celebrating a special occasion , such as a low-key VIP or a group , even kids . Look at your audience to see where you can go above and beyond to create that memorable experience . Maybe it is one guest or multiple opportunities that will allow you to give that ‘ wow ’ experience . Looking over and preparing for the day ahead allows you to be prepared to respond to cues when you have your customer in front of you .
“ Some customers choose spa wellness products to further their learning in their wellness journey after a spa service , while others might look for a treat for themselves or a gift for someone else either by choosing one of our bathing suits or a hat to embrace the outdoors .
“ I love to create strong retail talking points . You can always hear me talking about one of my passions — our crystal sets , bath salts or any of our CBD products for healing . If our guests are in the business of learning , then I would recommend one of our books or deck of cards to write their daily inspirations and create their own mantra . These sets could also be uniquely customized for every guest need .
“ A day spa ’ s retail space is not normally much space , as it quickly shrinks to fit everything you may have on display all at the same time . Changing the style of your store works best for small spaces , since you can rotate merchandise and showcase all your connections and vendor partners , giving them exposure to guests on a normal rotation . This may include local artisan jewelry makers , potpourri items , candles and more . Most importantly , be genuine and intentional with your guests ’ experiences — this will make them feel at ease with your presence and have fun in your atmosphere .” n
54 PULSE n OCTOBER 2022