Design for the Bottom Line

By: Sam Margulies

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

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The first furniture that they will see probably will be the reception desk and the retail area. Certain spas invest heavily in these, but end up scaring their clients away with a cluttered reception area. Some spa owners believe that, in order to have good retail sales, you need to feature as much merchandise as possible in your displays.

The truth is that it all depends on the kind of products you want to sell. If your products are cheap and low-quality, the correct way will be the supermarket way: as many products as possible per square foot. However, if you carry high-quality products at a higher price point, devote adequate space to each kind of item on the shelf. This will increase the perceived value of each product. Remember that the perceived quality of your products also reflects the perceived quality of the treatments offered in your spa.

Clear the clutter

Clearing clutter can be a challenging task. For some, it is like a wall that makes them feel more secure. But how would you feel if you were a client entering a spa with an environment that seems to say: “You are going to take off your clothing, and be touched and treated by people who are afraid of being touched by you”? Would you feel comfortable in this situation? By avoiding disorganization, you make a clear statement to your clients: “This is a safe place where you don’t have to worry about your safety or privacy.”

Crucial construction

Always remember that your most important investment in a spa project is the construction of the facility. Making mistakes during this part of development could cost you your dreams and your business.