How Some Spas Stay Winning
I just finished reading Day Spa Association’s Retail Sales Snapshot Report for 2016.
Sales are up. However, if your retail to service sales were from 0-20% you only saw a maximum of 3% growth in 2015.
But the spas that were 20%+ generated up to 14% improvement! Clearly success breeds success. These managers have raised the bar of high expectations. They’ve likely communicated to their staff that selling products is rarely about just the product. Rather it is about the value of the connection that the therapist makes, the benefits that the product affords, and the ability to personalize the product to the guest’s needs. What a winning combination.
They’ve also shown that high sales are not an anomaly but an attainable result.
These higher earning spas are not just dominating the market in terms of revenue shares but also in customer retention. By now everyone knows that higher retail sales mean greater potential that a guest will return or recommend the spa to a friend.
For many of the top performing spas continuing education is critical to bolstering their success. They continue to seek out programs and invest in training which elevates their therapist’s performance higher with each quarter.
Needless to say, they also attract the cream of the crop when it comes to new recruits. Which spa would you rather work for?
The good news is that even if your numbers are low it’s not too late to turn your spa around. The holidays are coming and there is still time to tap into the potential of retail via products, gift cards and loyalty programs.
You can still have the best year ever if you begin a program and strategy to get your therapists on board for the remainder of 2016.
So what are you going to do?
Linda Harding-Bond
