JUN 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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BUILDING BLOCKS PRO TOOLS Retail Superstar The pro: The star: Eterna Bella antiaging cream by Keyano Aromatics ( The spa: Oasis Day Spa in Williston, Vermont Why it flies off the shelves: "This product is one of our top sellers," says owner Stephanie Paquette. "Clients love that its benefits are all-inclusive—it's antiaging, antiwrinkle, and it reduces redness and hyperpigmentation." How it is promoted: "We run a special about twice a year—typically in the Spring and Fall seasons— during which we offer the firming cream at a discounted price for clients who book our Collagen Facial [60 min./ $105]," says Paquette. "Those promotions are always a hit with clients. We also like to keep Keyano product pamphlets in our relaxation areas year-round, so clients can learn more about the products used in STEPHANIE PAQUETTE our treatments." Denise Obermeyer, manager at The Day Spa, Edina, Minnesota DENISE OBERMEYER Her tools: 1. A retail rewards program. "It's a punch-card system in which clients get a stamp for every $25 they spend on retail products," explains Obermeyer. "After earning 10 stamps, clients receive a 25% discount on any retail purchase. The beauty of this program is that we don't have to track it in our system. We put the onus on the clients; they are responsible for holding onto their cards and getting credit for their purchases." 2. A biannual "Client Appreciation" event. During this free, three-hour event we set up stations within our spa, at which our brand representatives and spa staff provide exclusive treatment specials, skincare and makeup demonstrations and skin analysis," explains Obermeyer. "We even have a doctor come in for Botox treatments! We also feature special retail promotions, a raffle and coupons, which sell for $5 but carry a $20 value. Clients go crazy over the coupons—we typically sell more than 100 at each event. This special night has become pretty popular among our clients and staff. Clients love the exclusive discounted services we offer on this night, and our employees approach me months in advance asking if they can work each event. It's an opportunity for them to make great commissions." 3. Bundled packages. "As a means of cross-promoting, we offer special reduced-price service packages," says Obermeyer. "We find many of our clients tend to get pigeon-holed into one service—massage, facial or nails—so we combine services into '2-Hour Indulgence' promotions. We offer them about three times a year and typically pair two services such as massage and facials. This really helps make regular clients active in other revenue streams." TIP-OFF Sometimes super-relaxed, post-treatment clients forget; and sometimes your staff does. Either way, you can eliminate those dreaded "Did you want to add a tip on that charge?" moments, and help your hard-working technicians increase their tip income, with Gratuity Envelopes from Get a Tip Every Time. These tasteful little envelopes can be placed in treatment rooms or on spa reception desk counters as silent reminders that tips are appreciated. "I can't tell you how many of our spa and salon customers have told us they noticed their regular clients leaving bigger tips when they started displaying these Gratuity Envelopes in their work spaces," says Jennifer Grey, co-owner of Get a Tip Every Time. For more information, visit 40 DAYSPA | JUNE 2013

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