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Reimagine Your Retail

January 2014 issue of Skin Inc. magazine
Reimagine Your Retail

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To dramatically increase your bottom line, you need to reimagine the way your skin care facility thinks about retail. According the International Spa Association (ISPA) 2012 U.S. Spa Industry Study, retail sales typically account for 18% of total spa revenue, yet they often represent 22–26% of overall profit. Retailing will help build your client list, increase client loyalty, offer added-value and provide stability to your business.

Create a mini store

Turn your front reception area into your retail area, creating an actual shopping experience for clients. Your professional retail area should consist of about 20% of your business’s total square footage. To make room for your retail investment, make your seating more experiential with testers and before-and-after visual aids. Clients are only in the reception area for a few minutes before their appointments, which is the perfect amount of time for them to browse your retail section. The center of the retail space should have display tables or interactive stations with seating. Include attractive signage and merchandising materials, such as counter cards and shelf-talkers, to provide product benefits, details, instructions and pricing.

Engage your clients

Create interactive spaces for a real shopping experience. Clients are more likely to make a purchase if they are able to smell, hold and use the products, so always have testers available. A makeup testing station will allow clients to try out the latest cosmetic trends, and an aromatherapy station will let them experience scent choices. A skin care bar will allow clients to test lotions, facial products or body mists. If you retail music, have a listening station set up with headphones. If you have microwaveable mittens, neck wraps or eye masks, display by a small microwave so clients can try them out. Also, be sure to display marketing materials from your vendors.

Be visible

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