shelves of the spa ’ s retail area . Estheticians who learn about their guests ’ needs and routines can offer tailored guidance and encourage the guest to ask follow-up questions to ensure that they ’ re getting the most out of the recommended products .“ If you take [ a product ] home when you don ’ t really know how to use it , you might use it once or twice and then all of a sudden it ’ s in a corner or a medicine cabinet ,” Donat says .
GET COLLABORATIVE In addition to estheticians at Remède Spa collaborating with guests to determine how best to continue their spa routines from home , the spa itself also collaborates closely with its retail partners to find solutions that Donat describes as wins for all involved . Because some traveling guests are unable to board flights with larger product containers , the spa sends them home with a product sample featuring an attached QR code . Guests who choose to purchase a full-size version of the product simply scan the code , and their order is fulfilled by the vendor . The vendor then sends the spa a portion of the sale , adding to their retail sales totals without requiring the spa to handle any of the logistics .“ I don ’ t have to stress about ordering the product or shipping it out . It all goes through the actual vendor ’ s website , and then we just get a cut of the commission ,” says Donat . This kind of arrangement is just one way that spas can work with resource partners to the benefit of both parties . Donat encourages spa leaders to connect with resource partners about creative ways to help drive sales .“ Now ,” he says ,“ we ’ re looking at what the partner can do for us beyond product .” Whether that means providing marketing resources or sales trainings that make it easier for the spa to get product into guests ’ hands , the idea is that working together with resource partners is going to make the jobs of everyone from the spa director to the sales representative easier while also providing a better guest experience .
“[ Our partners ] know I want to
help them sell their brand , but I also ask them to help me sell their brand ,” Donat says , noting that he has even asked brand representatives to fashion product displays to save his team time while also more effectively promoting the product .“ We make sure the estheticians like the products , but we also want to [ understand ] what else around it is helping us create an experience for guests that ’ s so much more than just getting a massage and getting out of there . A lot of partners have great ideas . As a spa director , I ’ m one brain , and 10 brains are smarter than one . We don ’ t have to reinvent the wheel , we just have to make it run smoother .”
“ If you push something on your team , and they ’ re all against it , they ’ re not going to sell it . It ’ s a losing battle . They ’ re great at their jobs , and they know what they like . If they ’ re in love , they ’ ll sell it .”
24 PULSE ■ SEPTEMBER 2021