Merchandising in the Spa

Displays are the heart and soul of visual merchandising; their role is to present the merchandise to the shopper. Just as someone introduced at a party with a flattering comment is much more interesting than the boring standard, “This is Bob” introduction, so too are products presented in unique and flattering manners. Similar to a…

Media Crisis Management

Always be prepared for a media crisis. Unexpected and very bad things can happen to any business, and spas are no exception. Assuming you don’t bring them on yourself, you can’t always keep them from happening—but you can control how you respond. Have a crisis plan in place so you can refer to it in…

Microtargting

TargetMicro-targeting: It’s Time to Really Get to Know Your Customers

Put away your one-to-many playbook and dig deeper into customization and personalization strategies to find the small, yet potentially profitable subsets of your market and niche offerings. Touching these customers will require data parsing to create the kind of one-to-one conversations for successful micro targeting.

10 Steps to Corporate Wellness

1. Clean out the vending machines. Strip out the cookies and candy bars, and replace them with healthier snacks such as granola bars and reduced-fat or low-calorie treats. 2. Invest in pedometers. For just a few dollars each, you can buy pedometers for your employees. Pass them out and encourage staffers to keep track of the number…

Case Study: Retail

Your homecare or retail product shouldn’t be a hard sell; rather, it should be a natural follow through after a spa treatment.  A cleanser is a must because it not only cleanses but also rejuvenates and refines pores as a back drop for a treatment product or makeup.  A treatment serum or lotion should be…

Planned Added Value

Preplanned value-addeds are part of your policy, steps you take ahead of time to add value to your customers’ experience with your spa. Common preplanned value-addeds include: • Tailoring treatment packages to fit the customer’s preferences. • Discounting charges for long-term pre-orders and advance appointments. • Offering memberships in VIP programs to reward customer loyalty.…

Claiming Green

The Federal Trade Commission issued revised “Green Guides” that are designed to help marketers ensure that the claims they make about the environmental attributes of their products are truthful and non-deceptive. The revisions to the FTC’s Green Guides reflect a wide range of public input, including hundreds of consumer and industry comments on previously proposed revisions.  They…