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Why Millennials Will Force Spas to Step Their Game Up

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Women and men between the ages of 25 to 34 are pretty glamorous people. They like to look and smell good. And they love to shop for the products which can help them get that way.

Consumer research firm Scarborough offers some interesting insight into the Millennials when it comes to making purchases. Among them:

  • 65% of millennials like to compare prices across different sites before purchasing
  • 34% say going online is one of their favorite things to do in their free time
  • 51% agree that being able to customize an item makes them more likely to purchase

Spa therapists need to understand that many millennials who get spa treatments come mentally prepared to buy. They’ve already done their due diligence on the product. The last thing they need to hear is a therapist droning on about the product’s features. Instead they want to know about how the product can add benefit to their unique beauty and keep them “on fleek”.

Personalization equals customization. All therapists should be able to set up a regimen based upon their client’s skin or body needs using different product brands. Take a hint from fashion bloggers who suggest alternatives to achieve a certain look. They call it the look for less.  If your therapists don’t know which products have lower price point alternatives or work well together, get them on board.  Begin to initiate role play sessions and pop quizzes during their down time.  Don’t allow your clients to come armed with more product knowledge than your therapists. It’s embarrassing and not a good look for your brand.

The best spas ensure that therapists have a system which allows them to go from initial customer engagement to close of sale smoothly. According to Bob Phibbs the Retail Doctor:

An employee with a disorganized sales process can make the customer feel like they have to do all the work. That’s tiring and irritating, no matter what the shopper came in to purchase that day. Have a process from greeting to I’ll take it. “

With spending projected to increase by 6 percent from 2014 to 2019 it’s time to address these issues now.  After all, each one of your retail products means potential revenue for all.


Linda Harding-Bond
Linda Harding-Bond is shifting the paradigm on spa retail training. Her Express Online Retail Training Course is exactly what's needed for post-COVID-19 spa re-openings. Designed to bring your therapists' retail skills up to speed, it will quickly position retail as a robust alternate revenue stream. Linda has provided training for many world-class organizations including The Oberoi Group, St. Regis Hotel, Anantara Hotels & Resorts, Shangri-La Hotels, The Resort at Pedregal, GoldenEye Resort and Spa and Six Senses Resorts. She is author of "Listen, Engage, Sell!: The Foolproof Method for Increasing Spa Sales in 7 Days or Less" and "The New Esthy Handbook: an Essential Guide for Novice or Nervous Estheticians". Connect with her at Linda@Moontideconsulting.com .
Linda Harding-Bond

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