Dayspa

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 areas are the obvious choice, but that only holds if your lobby area is heavily traveled. If clients walk straight through it on their way to your relaxation lounge, you should consider alternative, or even multiple, locations. "You want retail areas to be easily accessible, and in places that receive the most foot traffic—perhaps one display by the front desk and another in between treatment rooms near the relaxation area," suggests business consultant Laura Cummins. "As people are waiting for their services to begin, they may want to browse and do a little shopping." Smith even keeps a few retail items for display right outside the bathroom "so that clients see them as they pass by." Cummins warns against positioning retail too far away from the entrance, however, as that makes access difficult for clients who want to just stop by and pick up a gift card or replenish a product. "Also, men who are shopping for their wives or girlfriends for special occasions don't want to walk through a spa to purchase items," she points out. Should a spa's retail department have a particular look or color scheme? Although Cummins feels that a color scheme is a great concept, she reminds that it can also be limiting, and so recommends a light touch. "I tend to like neutral hues since this provides a blank canvas for creative merchandising," she says. In general, your retail area's color scheme should "speak to your spa's branding and relate to the overall esthetic/décor of the spa," says Bondi. Smith, for example, sticks with one material. "I use natural wood in my treatment rooms and bathroom, so I also use natural wood bookcases for my retail cabinets," she says. Kaspian opts for a non-distracting, clean look that aligns with her spa's aesthetic. "I create simple but eye-catching displays with multi-level acrylic stands and a themed 'spot' color (but not a primary color), used very sparingly," she says. "I prefer clean, glass cases that let the products themselves draw the attention. Any colors I use are in sync with my general spa style and colors. Then I use simple signage." How do you create a quiet and muted retail space that also attracts buyers? Shoppers are drawn to uncomplicated displays that 88 DAYSPA | OCTOBER 2013 At Urban Nirvana in South Carolina, well-lit, airy display shelves and limited splashes of color create a shopping-friendly environment. also tell a story, and that storytelling can begin before the guest even enters your spa. "Spa owners tend to neglect window space, but it's very valuable in attracting people who are walking by—people who may have never visited your business," Cummins says. "If your window is telling an interesting enough story, people will walk in and shop. But be sure your interior retail area continues the narrative." For additional display ideas, Cummins suggests visiting local antique shops and specialty stores to purchase props to accent windows and retail spaces. "Remember that your window is a prime area to market and promote your business," she says. "Update your window and retail spaces every four to six weeks and your clients and staff will take notice. You'll notice too, via an increase in sales on a service and retail level." Bondi suggests creating impact with evocative spa images and aromas. A lit candle or burning essential oils placed among the displays draws guests' attention to those areas. In addition, products located at eye level and on feature tables become a focus, as do related products that are merchandised together (think nail polish paired in a display with foot care and flip-flops). How much information about products should I display? Opinions vary as to the value of shelf talkers in a spa's retail area. Smith, for instance, isn't a fan. "I've never seen that they make a difference," she says. "People like to buy from people, not shelf talkers." But Bondi

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