10 Tips to Improve Your Spa's Retail Sales

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.

  1. 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!
  2. 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!
  3. Focus on what your core client wants in a service
  4. Make your product choices relevant to your core client with smart choices.
  5. 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.
  6. 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.
  7. 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.
  8. 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.
  9. 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.
  10. Re-evaluate your core client frequently. Constantly seek out her wants and needs, and direct all your efforts to improving her total spa experience.
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