Dayspa

JUN 2014

DAYSPA is the magazine of spa management. Spa owners and spa managers turn to DAYSPA for spa management trends, spa management tips and more.

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92 DAYSPA | JUNE 2014 MEANS OF SUPPORT Pergar, lead international trainer at Éminence. "Educational support for spa services is a key component of our business, paired with how to best use the product, and we focus on all areas of opportunity to help our spa partners succeed," she adds. When it comes to educational tools, many companies take a multi- faceted approach, cherry-picking the best methods that yield the highest revenues, and this includes the lat- est technology. Live or recorded webinars and videos, posted on companies' websites or dedicated YouTube channels, present prime op- portunities for extended training and education in the form of step-by-step treatment protocols, retail tactics and marketing strategies. Educating clients through events in your facility also presents a huge opportunity for boosting retail reve- nue. One vendor reports that partners who took advantage of a facelift event saw up to a 44% increase in service revenues and a 26% increase in retail sales. "At least one of our educa- tors is present at all of our events to consult salon esthetics staff on per- forming facial treatments," reports Repêchage founder and CEO Lydia Sarfati. "Our specialist also provides at-home skincare recommendations to drive retail sales." So-called "eventing" fosters brand loyalty too. "Giving clients the op- portunity to be in the spa space and mingle with other like-minded individuals helps to build community, which in turn builds loyalty to the spa," notes Hickman. SHOW AND SELL As spa owners—and their vendors— know, maximum product visibility equals booming retail sales. Thank- fully, vendors can still be relied upon for old-school, 2-D spa support programs that provide turnkey sales support and promotional services for spas. Vendor-supplied advice on everything from suggested groupings and inventory levels to recommended "buy height" best-seller placement all help keep the cash registers ringing. Samples and testers are further mainstays of a product vendor's arsenal, and for good reason, but spa owners can—and should—re- quest the likes of other tangibles like written materials (including posters, booklets and handouts) and shelf talkers and POP (point-of- purchase) displays (such as regi- men grids based on product benefi ts display sheets and media mentions). Creativity is the name of the game with these visual aids, as evidenced by the likes of Somme Institute, which supplies partners with clinical look books fi lled with before-and- after photos taken with UV medical- grade cameras, and shelf talkers in the form of fl ip books with technical details about the company's trade- marked ingredients. Naturopathica has developed a li- brary of collateral pieces that can be displayed on retail shelves before or after treatment, via email or during events as a link-sell to retail prod- ucts; and Environ maintains a library of more than 100 brand-neutral articles on the business of running a spa, updates on skin science and emerging technology. Other sure-fi re winners? Present- ing the product as a tie-in with relevant in-spa or in-salon services; pushing promotions, whether in the form of "gift with purchase" deals for the consumer or offers in combi- nation with incentives for staff; and custom window designs guaranteed to draw in passers-by. MAKING MARKETING MATTER It pays to make a concerted effort with your marketing efforts—and vendors can help here too, using such methods as e-blasting details of promotions to their professional databases, sponsoring events and promoting them on their social me- dia pages, and spreading the word Cuccio Naturalé's merchandising support efforts include a Butter Babies spinning carousel that's functional and attractive. Malibu C's POP displays include suggested product regimens for different skin types. HydroPeptide's POP displays group appropriate products together. M e a n s o f S u p p o r t . i n d d 9 2 Means of Support.indd 92 5 / 1 / 1 4 3 : 4 1 P M 5/1/14 3:41 PM

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