9 Ways to Boost Spa Retail Sales
May 19 • Business Success
Consumers (especially millennials) are spending increasing amounts of time and money on wellness experiences, driving overall growth in the spa industry. Despite this, many spas are missing an opportunity to translate this into increased retail sales.
Spa and resort owners are uniquely poised to drive this growth by virtue of their position as wellness experts, helping clients cut through the white noise to find real solutions to their problems. To help you maximize your revenue potential, we’ve put together 9 fail-proof ways to boost your retail sales.
Samples, Samples, Samples
Providing product samples is one of the easiest, most effective actions you can take to increase total retail sales in your spa. One study shows that offering samples not only increases sales in the short term, but that it also impacts sales long after they’ve been given out. The same researchers found that in-store product sampling increases total category sales, not just the products being sampled. This means that offering clients samples of one skin care product can drive sales of other skin care products, even those of a different brand! Safely continue this effective practice by offering hand sanitizer to all customers in your retail area, regularly disinfecting dispensers, and making use of disposable sample packets.
As an added precaution, you may also consider keeping your sample products behind the counter to be brought out as needed or requested. Don’t worry - this may seem like a hindrance to convenient shopping, but in actuality it requires your staff to be actively engaged with browsing customers who may want samples, which in turn keeps your staff sharp on product knowledge, and helps your customers feel cared for and encouraged to shop.
Educate & Upsell
How will your clients know what to buy if they’re never made aware of the products and brands you’re selling?
Training your team is the only way they will be able to effectively suggest products to customers without coming across as a salesperson. When your therapists and technicians understand and believe in your products, making recommendations on the specific needs of their clients becomes an organic and unobtrusive process.
Be sure to also train your staff on how to demo products in a safe and sanitary manner. Utilize gloves, hand sanitizer, and disposable applicators whenever possible. And don’t forget to disinfect after every demonstration!
Make Your Retail Items Available Online
Making your retail products available online adds simplicity to your clients’ lives. Instead of having to commute for their favorite products, they can conveniently restock from the comfort of their living room. Moreover, research has shown that people want to shop at local businesses, so allowing them the opportunity to support their local spa via an online channel is an easy way to scratch that itch without sacrificing convenience or personal health and safety.
Incentivize Online Reviews
Online reviews are one of the first things customers look at before buying a product, and they want them to be transparent and authentic. Offering clients a discount on services or a free product if they write a review can make a tremendous difference. While it may seem counterintuitive, make sure your clients know you want to know what they think—regardless if it’s positive or negative. Having some negative reviews lends credibility to your business and responding to negative reviews in a positive way shows customers that you care. It’s a win-win.
Develop a Referral Program
Clients are much more trusting of their friends and family when it comes to product and brand referrals. Offering a referral program with incentives allows for advocates of your spa to share their favorite treatments and products with the people they know, who are more likely to make a purchase.
Create Personalized Coupons
One of the best things in the world is getting coupons for things you actually want to buy. Creating customized coupons based on the actions / purchases of your customers is a great way to show clients that you care about what they want, while also incentivizing retention.
Reward Your Sales Teams
Employees that aren’t motivated are less likely to sell more than they have to. Try putting a commission strategy in place or offering the leading salesperson a cash reward or extra day off. The sales team is the backbone of any business. Making sure that they’re appreciated is very important.
Keep Your Retail Area Clean & Attractive
First impressions matter. If your retail area is dusty and disorganized, chances are your customers are going to think you don’t care about what you’re selling and will be turned off from buying from you in the future. Now more than ever, it’s important to assure your guests that your retail area is properly and regularly disinfected, and to structure your displays and samples in a way that takes health and safety into consideration. Check out our course on sanitation for tips and suggestions on re-designing your retail space to keep it sanitary yet still welcoming!
Knowing who you’re selling to is extremely important. Take some time every couple of months to research trends in your geographic area and analyze what your customers are actually buying. Using this data will help you effectively suggest products to specific demographics and allow your staff to take a more personalized, professional approach when dealing with clients.
Universal Companies is proud to have a team of experienced spa advisors on staff and welcomes you to consult with our professionals about spa products and supplies, including ingredients, equipment, and retail. Dedicated to the success of spa professionals everywhere, we're grateful to be recognized with the American Spa Magazine Professional's Choice Award, Favorite Distributor of the Year for many consecutive years. (Thank you!)