11 No-fail Steps To Improve Your Spa’s Retail Revenues
In the past two years, I’ve noticed more Five-star hotel and spa groups investing in retail training for their therapists and front desk team. The decision makers tend to be younger or mavericks or both!
They know that a world renowned name is no longer enough to attract their target market. It certainly is not always synonymous with a great customer experience. Diminishing revenues have proven that product education and even great treatments are not enough to beat the rapidly growing competition.
This new thinking management wants to increase retail sales from a mere 5% , retain staff and keep guests coming back.
A good retail training program incorporates the following recommendations which if implemented, enable you to see a quick return in your investment.
Here are three of my favorites from the experts at Spa Executive magazine.
1. Set goals and align your team
You have to set sales targets. It’s easier to get somewhere when you know where it is you want to go, and setting these goals drives momentum. Communicate goals to your team and ensure that you’re all working towards them.
Communicate that you’re all in this together. Reward everyone when company targets are met or exceeded. A feeling of community can help motivate lower performers to do better, and higher performers to help lower performers reach targets.
2. Turn your whole team into evangelists
It’s easier to sell something when you truly believe in it. So, make sure everyone has the opportunity to learn about the benefits of your products and to become fans.
Do this with your whole team, not just your therapists. You want your front desk staff singing the praises of nail polish, your nail techs extolling the virtues of face creams, and your facialists crying devotion to body oils.
One note to my spa managers: your front desk staff is the glue for your entire team. Be absolutely certain that they are able to confidently describe every treatment and the use of every product on your retail shelf.
3. Place product within reach
Make sure your products are elegantly displayed, and that testers are available within reach for the client to test, touch, and smell while they’re waiting for appointments.
Keeping product behind a counter or locked in a case can impede sales. Many people are not going to ask you to get a product for them to try, but they will open a bottle or tube that’s right in front of them, which can motivate them to purchase.
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