Discounting is a widely debated topic in the professional skin care industry and holds various meanings to different people. To effectively discount, you first must have a plan. Consider the following tips when preparing your retail discounting strategy.
Do it sparingly
Karen Watson, spa director at The Essex Resort and Spa in Essex, Vermont, says, “Discounting can be used in a productive and positive manner as long as it is not done on a regular basis, and is done to fill appointment times that would not normally book. It is important to do it periodically so that clients do not sit and wait for the next deal to come around.”1
Spa Week, which offers a semi-annual and week-long discounting promotion, is one example of the value of periodic discounting. It gives consumers the opportunity to receive a $50 treatment from hundreds of day, medical and resort spas, as well as yoga and Pilates studios, fitness and nutrition centers and other health and wellness practices nationwide. Much of its success can be contributed to the infrequent occurrence of this special promotion.