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Capitalizing on High-profit Retailing

Victoria L. Rayner April 2006 issue of Skin Inc. magazine

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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.

Targeted clientele

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.

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