SEP 2018

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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Page 69 of 92 • september 2018 • [ 67 ] When it comes to fast facials in particular, retail sales can add even more income to the equation. "We experienced 18 percent growth in facial services after introducing our express off erings, which increased product sales by 22 percent," says Crowell, adding that the sheet masks they use can be purchased in the retail area. Skin Laundry, too, sells sheet masks as part of its line of everyday essentials, which also includes cleansers and targeted treatments for every skin type. "Retail products currently make up about 25 percent of total sales, but that number continues to increase as we launch new product categories and distribution channels," says Dickerson. Swift Sales Strategies Unique promotions are crucial for successfully selling your speedy services. For instance, Spa Lé La provides free childcare, allowing moms and dads the ability to unwind without having to hire a sitter. "To make the experience extra special, we give clients complimentary organic teas and coff ee, as well as wine and champagne," adds Belton. Meanwhile, Skin Laundry off ers a free fi rst treatment with incentives to continue. "In addition, we've invested a lot in our social media channels, using them to educate audiences on the benefi ts of our treatments," notes Dickerson. "And we reward clients who refer friends and family, which boosts recruitment." Membership models also ensure that guests keep coming back. Skin Laundry's "The Laundry Club" includes two facials per month for $110, and four facials per month for $200. At Simply Massage, the $59 monthly membership fee gets customers one 60-minute massage per month, along with membership pricing at all Burke Williams locations. "We've bridged the gap between the day spa experience and our 'in and out' concept by aligning the benefi ts of our membership programs," says Sydnor. "Members here at Simply are also members at all of our day spa locations, and vice- versa, therefore they enjoy the benefi ts of each." Three-13's Facial Club has a "buy three, get one free" package. "Guests get 16 weeks to redeem all four facials," says Crowell. "So, they visit more often and really get to see all the benefi ts of regular treatments." Ultimately, by off ering services that are both fast and aff ordable, spas reap countless rewards and so do clients—a win-win situation indeed. u Speedier services tend to be impulse add-ons and are perfect upsells. COURTESY BURKE WILLIAMS

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