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Maximize Your Spa's Retail Sales
By: Lydia Sarfati
Posted: January 5, 2011, from the January 2011 issue of Skin Inc. magazine.
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Turn your spa into a social space. Host events to inform clients of new product lines and services; again—get creative. Create a theme, a signature drink or invite an industry expert—education is not only for spa pros, but rather, educate your clients. Knowledge will translate into an educated purchase.
Consultation, diagnosis, recommendation. This is the biggest point of differentiation between seeking advice from the beauty counter salesperson and the esthetician. Use your specialized knowledge of skin care to listen to your clients’ concerns, to do a thorough skin analysis and to recommend an at-home care program. If you are doing this correctly, and not, say, suggesting the newest, most expensive treatment that addresses sun spots when the concern was fine lines and wrinkles, you are guaranteed to up-sell services and retail. After all, you are the professional, and clients are looking for your advice.
Today, consumers do not need to leave their couches to purchase beauty products, clothing or even groceries. In fact, according to Karen Young, CEO of The Young Group, a global marketing company, 85% of people who use the Internet have made a purchase online, and by 2013, $189 billion will have been spent on e-commerce. Online sales are growing by 10% annually. Give your clients a reason to seek your advice and make an informed purchase. By creating a dynamic retail experience, offering quick express services and relying on your professional knowledge to advise and recommend at-home care, you will increase your retail business. Get out, get busy, provide an experience and reward your clients.
Lydia Sarfati, president and founder of Repêchage, is an internationally recognized skin care expert quoted in Vogue, InStyle, Glamour and the New York Times, and she has been featured on CNN, CBS and Fox. Sarfati has more than 30 years of experience as an esthetician, spa owner, manufacturer and consultant, and is the author of Success at Your Fingertips: How to Succeed in the Skin Care Business (Allured Books, 2005).