OCT 2013

DAYSPA is the business resource for spa & wellness professionals! Each issue covers the latest in skin care, spa treatments, wellness services and management strategies.

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PROFIT CENTER Dynamic Displays A warm, inviting atmosphere and ingenious display techniques inspire shoppers at Spa Habitat in Texas. Ring those bells this holiday season with some sound advice on how to display your spa's retail products. By Liz Barrett It's gift-buying season and you've purchased a healthy supply of high-quality, eye-catching products to spice up your spa's retail shelves. However, great merchandise is no guarantee of great sales. If you don't set up retail spaces in a way that entices guests to make a purchase, you can end up with a discouragingly full discount bin come January. To help you avoid that sad scenario, DAYSPA consulted four retail mavens and asked their opinions on maximizing retail space, from the ideal size and location to shelving and stocking options. Find out what these pros had to say and assess how your spa retail area measures up—before the shopping season gets into full swing. Is there a rule of thumb when it comes to the size and location of a spa's retail space? Obviously, the size of a spa's retail area should depend largely on the size of the spa as a whole. Deserving Thyme's Fulvio Bondi estimates that OUR PANEL a small day spa—say 1,400 square feet— Fulvio Bondi, vice president, Deserving Thyme, an 'should allocate about 15% of its space to rearomatherapy manufacturer and distributor, Vancouver, tail.' Spa owner Patricia Kaspian believes that British Columbia, Canada owners should dedicate 20% or more to this Laura Cummins, owner, Nine Dotz Consulting, a business purpose, and spa owner Wendei Smith says a marketing consultancy, Flemington, New Jersey spa's retail area should be equivalent to two or Patricia Kaspian, esthetician/owner, A French Touch three of that spa's treatment rooms. Parisian Skincare Salon, San Luis Obispo, California When it comes to the location of the retail deWendei Smith, owner, Peace of Mind Skin & Body Care, partment, however, there's a general consensus Studio City, California that visibility is a key factor. This means that lobby 86 DAYSPA | OCTOBER 2013

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