The Zen Ten

Retail Opportunities

Too many haphazardly placed products may stifle sales (top) while pink hearts strategically situated outside of a package stimulate them (above).

Retail plays a prominent role in a day spa’s overall image and profitability—especially during special occasions such as Valentine’s Day. Even in a sluggish economy, you can still create a more product-friendly environment for clients—as well as employees.

“With the proper innovation, staff and budget, you can make your retail area a big success,” says Pam Pesetti, who teaches the online Spa Retail Management course through the UC Irvine Extension Spa and Hospitality Certificate Program.

Here are Pesetti’s top 10 ways to transform your retail area from bust to bustling:

1. Image

Before you spend a dime on product or design, you must know what image you want to project to your customers. Does your day spa cater to a girls’ getaway weekend, or is it a sanctuary for wellness? Your image dictates what products you choose to carry, how they’re displayed, what prices you charge and how you promote your retail space.

2. Product-line loyalty

Showcasing a few key vendors is more effective than boasting many competing products. In fact, loyalty to one manufacturer demonstrates that you strongly believe in the items it carries. Featuring depth and breadth within that line offers your clients choices without confusion.

3. Roomy shelves

Lining retail items side-by-side is visually dull and inhibits sales. Products need space to stand out. By removing a few items, and adding a riser for height and a touch of color to attract attention, your products will shine.

4. Shelf talkers

Rather than haphazardly placing a vendor sign by your products, make your own. Choose two to three key attributes that your guests care about. Keep in mind, your signs should look professional and tie into your spa’s overall theme.

5. Lighting

You may stock fantastic products, but they won’t attract attention if they’re improperly lit. Lighting creates energy, so it should be three to five times brighter in a retail setting than it is in a treatment room. Plus, add a few accents for visual interest on key products—along with overhead and shelf illumination.

6. Merchandising

Showcasing effective displays takes time, creativity and a plan. Unfortunately, they’re often considered an afterthought in many spa retail environments. Instead, make merchandising a priority so you can create excitement, energy and focus around a product that translates into sales.

7. Pricing

Take time to label products with a price tag. Most clients would rather exit a retail space than ask how much something costs, so make sure items are clearly marked. Keep in mind, product lines should have no more than three sizes or prices to avoid overwhelming the guest with choices.

8. Staff training

Every employee who serves clients should be trained on product education and retail protocol. If they believe in the merchandise that you sell, they can promote it more enthusiastically. In addition, ask for feedback from staff members, as they’re your eyes and ears.

9. Authentic service

Saying the right words from a script is one way to establish consistency in your spa message. But make sure it sounds authentic. Trite communication can be off-putting to a client if she feels you don’t have her individual interest in mind. Make meaningful eye contact with a warm smile, and listen more than you speak.

10. Designated staff

Retail staff often doubles as reception, which creates a frustrating dilemma for employees and customers. Thus, some clients may feel ignored on the sales floor or asked to hold too long on the phone. Set clear expectations for your staff to have at least one person responsible for guests in the retail area at all times.

Hompage photo: © iStockPhoto.com

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