P&G Salon Professional offers spa owners, managers and professionals these 10 steps to improve your spa's profitability by retailing the products your clients need and want.
- Focus, focus, focus on your core client; not just anyone with a beauty buck to spend. Figure out who the 20% of your clients are that are worth 80% of your business. Learn what they have in common and target them specifically. Trying to please everyone pleases no one!
- Make it easy for her to shop and select: Stocking more than three brands is too much for most spas … and clients.No client is going to buy a skin care product from all three brands!
- Focus on what your core client wants in a service
- Make your product choices relevant to your core client with smart choices.
- Put some marketing muscle into your program. Partner with a manufacturer that has the expertise to help you select the right inventory assortment for your clients, and make sure they are accessible at every point of the service.
- Look to technology to get your target client into the spa—make your online presence work for you. Continue to check the business advice section on www.pgsalonpro.com for new ideas.
- Evaluate all displays and fixtures, and make sure they appeal directly to the tastes of your core clients, and are easy to clean and re-stock.
- Have the right assortment for your core clients, at the right price and with the right trained personnel to assist them. Surround your clients with 360 degree marketing.
- Touch them throughout their daily lives—in media they follow—with a consistent, clear message about what your spa offers clients. Use media mentions about products to give your message added endorsement.
- Re-evaluate your core client frequently. Constantly seek out her wants and needs, and direct all your efforts to improving her total spa experience.
