Why Spas in Asia Aren’t Maximizing Retail Sales
Most spas in Asia struggle with retail sales. It doesn’t matter how many stars you’ve been afforded or how many awards you’ve won.
The simple fact is this – certain behavioral styles inherent in Asian cultures create a barrier to consumer engagement.
Unless your therapists have undergone training to identify and modify those behaviors, you are not maximizing sales.
Cultural Introverts
In Thailand, Singapore, India and other areas of Asia, deference is a cultural norm.
Many therapists who grew up in this part of the world have been acculturated to conduct which is more inward and undemonstrative. It often translates as lack of expertise and a reluctance to impart knowledge. This is the kiss of death for home care recommendations.
Compare the following chart:
Every Five-star organization that I have worked with in Asia has a skills gap between these two categories. Interestingly, the more opulent the spa, the more pronounced the gap may be.
New Consumer Expectations
We live in an extremely sophisticated consumer market. Hot ginger tea and smile no longer passes as good service.
According to Fun Global Retail Tech.com,
A majority of millennial’s prefer to buy beauty products in-store, and they expect to have the same experience in-store as they do online. The generation is more likely than older generations to research beauty products online and they use social media more actively as part of the shopping experience.
Customers do not want to have a treatment and then leave the spa without home-care.
That’s not good service and a waste of time. By having a conversation focused on the guest, uncovering their interests and needs, the therapist now understands the underlying motivations of why they want to buy. They’re able to make impeccable product recommendations.
Fear and lack of skill in customer interaction is why sales are not maximized.
Poor consultation is the key area of weakness for most luxury spas.
Until they are taught this skill and become more confident retail sales will always be sub-par.
Linda Harding-Bond
