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Designed for Success, Part 1

By: Annet King
Posted: June 23, 2008, from the May 2006 issue of Skin Inc. magazine.

page 4 of 6

• Designed for one-on-one prescriptive selling

• Conducive to engagement, connection, interaction and transaction

• Appealing on every sensory level, using multimedia and all modes of perception

These active qualities are yang, which are classically masculine. The effect that music has on the productivity and mood of workers has been studied for nearly 50 years—it’s how Muzak and the ubiquitous elevator music were born. Theories still vary, but it’s agreed that soft, slow music makes people feel the same way, while up-tempo programming is like audio caffeine—it makes people walk, talk, think and spend faster. Most spas get this wrong, which is one reason why retailing is difficult for them and why walk-in clients may feel intimidated as they enter the facility—if they enter it, that is. When the front reception area is a hushed, Zen-like environment, people may respond by becoming still and quiet as well, and, therefore, may be less likely to ask questions, browse, shop and buy.

The detail is in the retail

When visualizing your floor plan, look to the right. Eighty-five percent of the population is right-handed and will turn right as they enter your spa. The “hot spot,” about 20 feet to the right of the entrance, is often a no-fail tester zone. Usually, whatever is displayed in that area becomes a big seller.