Aromatherapy Associates – Crushing the Pandemic E-Commerce Game
Aromatherapy Associates CEO Anna Teal says “Spas need to consider re-evaluating the role of the therapist”!
According to CEO of Aromatherapy Associates (AA), Anna Teal, online retail has been crucial for business following enforced closure of spas. Speaking exclusively to Spa Business, Teal shared how the company has pivoted its online offering and how the industry can capitalize on the demand for online retail.
“Any spa brand will be giving a great deal of thought about how to change and adapt in this world, but there’s a big opportunity as the need for wellness is greater than ever.”
“As a result of the pandemic, people’s anxiety has increased, they’re feeling isolated, their sleeping patterns are disrupted and so the need for wellness is still there despite lockdown, and if anything, it’s greater than before – the main thing is how do we connect them in a different way?”
As a company, AA has historically drawn approximately 70 percent of income from spas but the split is now divided between 80 percent retail and 20 percent spa. By June next year, Teal is aiming to have spa propping up 40-50 percent at least of income revenue.
During lockdown AA’s digital channel has surged in popularity with the company’s web-traffic up 500 percent year over year.
“This upsurge in retail has been crucial for us as a brand that has such deep roots in the spa industry,” she said.
In particular, AA has witnessed a major boost in consumer interest for at-home wellness products, which the company has complemented by launching gratuitous educational sessions. This exemplifies how you can use digital to engage with people in different ways and educate them, even though spas may be closed.
Teal reported that these calls are consistently drawing between 120-150 attendees a week.
Moontide Consulting offers two vehicles to help you succeed:
Digital Hospitality 360 service to help you explore the ways that e-commerce and social media can propel your business.
Our Express Online Retail Training to bring therapists up to speed with customer engagement and selling retail.