JUN 2019

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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56 @dayspamagazine • June 2019 WHOEVER SAID RETAIL IS DEAD didn't factor in spa parties. Offering a true antidote to the online shopping experience, a retail event can attract existing and new clientele to your business, build brand awareness and, of course, generate product sales. According to the Event Marketing Institute, 72 percent of consumers say that quality events make them view a brand positively, and 74 percent say engaging in such experiences makes them more likely to buy what's being promoted. "You can create massive awareness and generate the kind of sales you would never have been able to do outside an event," says Bobby Schandra, founder of Bobby Schandra Designs and creator of Profi table Spa Events Blueprint. Here, experts share their top tips for getting the party—and the selling—started. ESSENTIAL INGREDIENTS There are built-in fundamentals to throwing a successful spa retail event. "The underlying goal may be to sell products and book services, but you should focus less on selling and more on providing genuine value to those who attend," says Shannon Esau, CEO and national educator at Rhonda Allison Cosmeceuticals. To do this, Esau suggests making the event educational, like including demonstrations © GETTY IMAGES Retail Therapy Hosting a retail party at your spa can send product sales soaring and a whole lot more. by Allison Young PROFIT CENTER

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