You can boost your bottom line by promoting retail sales. Here are tips to accomplish that and locate sources of additional hidden revenue for you.
Create Service Packages with Added Retail
Combine a featured service such as body wrap, hot stone massage, or microdermabrasion into a package bundled with a retail product. This helps to offset the labor cost of the service, boost the perceived value of the package and introduce guest to products that they may love and buy again.
Tip: Service and Retail packages work not only for all the holidays of the year but also for introducing new guests to your business. You may want to create a New Guest Welcome package.
Tip: Always go for what I call “High Gloss-Low Cost” product selections. A body lotion as a retail gift with a scrub and body wrap service highlights the service benefits and has a high perceived value.
Promote Gift Certificate Sales for Retail Products
Many guests think that gift certificates or gift cards can only be used for services. Suggest to purchasers and recipients that they can apply a gift card to products as well. A nicely wrapped retail item is the perfect addition to a gift card. Remind them at the time of purchase, when booking, and when checking out. Your goal should be to have a gift card recipient use the entire gift card balance in a single visit-and eliminating unused balances through the purchase of retail products.
Tip: Create a shelf talker at your front desk/concierge area to promote Gift Cards plus Retail
Maximize Your Retail Display Area
Every spa or office has hidden opportunities for retail display areas. Utilize space in your treatment rooms, locker rooms, relaxation areas, waiting room and most importantly your guest bathrooms to inform, entice and promote your home care and retail products. Locker rooms and bathrooms should be stocked with products you sell in your retail boutique. Remember-guests buy what they can try!
Tip: Take a tour of your facility and make a list of where you can display and promote retail items.
Sell Retail Products Online
The Day Spa Association Spa and Wellness Retail Study indicated that only 15% of spas, salons, wellness centers and medical spas sell products on their website. This is compared to an estimated 95% of these businesses offering on line purchase of gift certificates. This a potential source of increased income for all! Review your retail product inventory and research which items are permitted by the manufacturer for direct on line sales. Most spa and salon software programs have a built in on line shopping cart. Use it! Promote it and reap the benefits!
Tip: Review your top selling retail items and determine which ones can be sold on line.
Create a Gift and Service Registry
Providing a bridal, birthday or anniversary wish list service allows your guests to have their preferences readily available for gift givers. Help a spouse, colleague or other gift givers select a gift that someone really wants! Using the concept of a bridal registry service you can easily expand the registry to capture special life events for your guests. Guests simply create a “wish list” of services and preferred retail products and services. You keep the list available and up to date for those “shopper-tunities”.
Tip: Begin the service with a select group of frequent guests to test market this service as a special service. Expand once you have worked out any bugs in your system.
Patti Biro and Associates
Patti Biro is the owner and founder of Patti Biro and Associates, a consulting firm specializing in creating brand enrichment through special events, retail consulting, and education in the personal products, spa and wellness industry. With over 20 years of experience Patti’s unique approach to increasing retail and service sales through special events, merchandising and education produces exceptional results for her clients. Her focus creates value, retail sales and promotes marketing sizzle for clients ranging from day spas, medical spas, boutique hotels, wellness and fitness centers to manufacturers and educational centers. She is a much sought after presenter at national and international trade shows and seminars. An avid writer, her articles appear in magazines such as Skin Inc., Les Nouvelles Esthetique and Spa Magazine, Daily Nails, and Nails Magazine.