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Capitalizing on High-profit Retailing
By: Victoria L. Rayner
Posted: June 23, 2008, from the April 2006 issue of Skin Inc. magazine.
Increase your sales through high-profit retailing by targeting the most desirable clientele. Learn how to entice these clients—the reschedulers and consistent buyers—to purchase your products, treatments and services.
With any spa business, it is crucial to attract consumers who are seeking the services you offer and have the income to support frequent patronage. Marketing efforts not only should include maintaining existing clients, but also targeting untapped potential consumer groups that show promise and revenue potential. Some of these include baby boomers, Generation X’ers, mothers-to-be, upscale suburban caretakers, the socially affluent, ’tweens, and young, single, urban, multiethnic professionals in your area.
Skin care clients today are more independent and seek control over their skin health, often approaching industry professionals with broader demands, due to a deeper knowledge of skin care products and treatments. Marketing intelligence indicates that scientific advances are impacting the esthetic industry and recasting the professional role of the service provider into that of a knowledge worker.
No longer can estheticians play by the rules of the retail game. Self-reliant and highly self-educated clients must be handled differently, thus requiring a fundamental alteration in the way in which merchandising is approached. Today’s profitable retailers are successful because they forge mutually beneficial partnerships with clients. When products are increasingly accessible on the Internet with the click of a mouse, spa professionals must be well versed in new technologies and synergies that generate substantial sales increases.
The potential to buy
Practitioners have the potential to influence spa spending, but first must get inside the client’s mind. Very few sales have anything to do with the professional’s trade experience or performance. Clients no longer want to be told what to do—they want advice from experts and to be presented with sensible choices. They seek education about new products or treatment options as better alternatives to what already exists. Successful retailers don’t just sell what is available, but prepare clients for the next trend. Always pique a client’s interest without allowing them to know everything.