Consumers are becoming increasingly savvy when it comes to shopping. Although it’s easier than ever for shoppers to bargain hunt and compare prices on smartphones and tablet devices, the sticker price isn’t the only factor influencing what they buy and when they buy it. There are ways spa owners can use the science of shopping to increase the likelihood of clients making retail purchases.
Emotionally connecting with clients can have a huge impact on selling success. Scent is widely considered to be the most emotionally connected sense. Scent can trigger powerful memories, and can subconsciously affect cognition and behavior. According to the Scent Marketing Institute, scent can be highly effective in helping distinguish one product from another. It can trigger a memory or desire that influences a purchase decision. Alternatively, scent can remind people of pleasant associations, whether that is their home, the beach or a meadow—helping to create a comfortable environment, which impacts a client’s decision to stay longer and purchase more. Some of the top scents that influence consumer behaviors and the emotion they reinforce are lavender, vanilla and chamomile, which remind of relaxation; and peppermint and citrus, which encourage alertness.
How to merchandise. Always have a candle burning in the reception area to make an impression and encourage retail shopping—and to help sell more candles. Also consider selling the fragrances you scent the other areas of the spa with, such as the scent diffusers used in treatment rooms, or body washes and sprays available in the locker rooms for clients to create a take-home spa story.