NOV 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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back to basics [ 52 ] • # dayspamagazine • november 2018 2 OFFER A TEST-DRIVE. Providing samplers in the retail area will engage guests and motivate them to make a purchase. At The Flowering Almond Spa at Founders Inn in Virginia Beach, Virginia, tester stations are hugely popular with clients, says spa director Mechelle Smith. "There's nothing like being able to try, feel and smell new products," she explains. "Even guests without appointments love to visit the tester station and have enjoyed that alone as an experience." Carefully choosing which items to display, as well as creating a festive or beautiful space—perhaps themed to refl ect some of the product ingredients, be it flowers or herbs—will make the opportunity even more enticing. 3 SET THEM FREE. People love discounts and bonus gifts. In one scenario, you might off er a $10 retail credit to anyone who gets a treatment lasting longer than 50 minutes, suggests Nichols, explaining that people don't want to "leave money on the table." WTS International also gifts a free product of the guest's choice when they buy fi ve full-priced items of $75 or more. "Off ering a free item when they spend a certain amount on retail works as well," notes Nichols. 4 GET WITH THE PROGRAM. Loyalty programs help keep client purchases in the spa instead of at one of the myriad other options. For example, The Flowering Almond Spa has membership incentives that include a special discount on anything guests buy in its boutique. "Our members take advantage of this perk, and it's another way we're able to show them how much we value them," says Smith. You might also award a certain number of points for purchases, or extra points on certain days or particular brands, suggests Starr. This will encourage guests to buy plenty of products with a view to earning points, which they can then redeem for a service or even more retail items.

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