Retail Experience for Success.
Guaranteed tips to get impressive retail results!
Many times I walk into Spas and how should it be other than that I am attracted to the boutique. Out of professional curiosity but beyond that: I am literally drawn into it.
Why? I LOVE shopping and I LOVE to see, touch and feel beautiful things. Going into a boutique, I want to get surprised, I want to get this feeling of “Wait, I can’t miss out on this!”. I want to discover new brands, I am ready to spontaneously spoil myself a bit, I am looking for an experience. Yes, I want to get a retail experience and get this feeling, this feeling that we aim for our guests to have when they walk into our Spas’ Boutiques.
I must admit - and this is with no offense to any of the great Spas out there - that not many Spas do get this right. - Often I see rolled towels filling empty spaces as not enough product seems to be on-hand. Often I see products not presented in the psychological enhanced pyramid style. Often I see decorative items like glass pebbles, plants, shells, … filling the shelves taking my eyes’ attention away from the actual products. Once I could not even access a shelf as a plant was right in front of the shelf. In some Spas, I was introduced to dirty or empty testers. What I though experienced the most was the lack of strategy aiming to create an inspiring and stimulating retail experience, an harmonious merchandising, shelves balanced for the eyes and not overfilled and overloaded, a reflection of the overall spa experience.
In these moments, when exploring a Spa Boutique, I am brave and hold tight to my hands as I get ready… ready to make a change and start re-arranging. Yes, I am passionate about retail, can you tell?!
Here my three truth-bombs about retail:
Retail is an art and you need to take care of it - daily. Either by ordering and finding new offerings, by checking on the accuracy and cleanliness of displays, or by training your team.
Retail is a great addition to your Spas’s top and bottom line if you have the right offering for your clientele. Spa Boutiques that offer only cosmetics are missing out on having a variety of lifestyle lines available. In some Spas lifestyle items produce 50% or more of all Spa retail revenue.
Your team will be only as excited about retail as YOU are! Your team gets powered up, passionated and motivated by you. Provide them with product knowledge training, you sharing your connection with the brand or how you discovered the brand, or having the vendor provide the team with samples. Your team must experience every brand your Spa sells.
This article here I found quite interesting to learn even more on how we can keep our Spas retail offering successful.
I would like to know how you feel when you take a look at your retail shelves. Do me a favor: Go out there to your Spa Boutique for a minute or two and come back. Let me know how you could do one improvement to one of the shelves TODAY to be more successful tomorrow?
Got curious for more?
Find our FREE guide for you here, ready to print and easy use! You can make your Spa’s boutique profitable starting today!