Spa Executive December

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BOOK ONLINE, PAY ONLINE, SKIP THE LINE Enjoy the contact-less experience.
Dear Sal: how can we improve retail sales at our spa? Sal Capizzi, Marketing Director at Book4Time and a former Director of Spa and Wellness at NEXUS Luxury Collection, shares his expert insight into your reader questions. Send your queries about managing staff, operations, and anything else you want to know (challenge him!) to scapizzi@spaexecutive.com Q. Dear Sal, “We are looking to increase our retail sales, and possibly give our retail section a facelift to be more visually appealing. Any suggestions?” A. Hi there, Excellent question! I would say to start with the fundamentals; run retail reports and see which lines and items you sell the most of and where the areas of opportunity are. From there you will be able to get a better understanding of how your retail business is operating and why. If you notice one serum from a particular line is doing really well, audit your selection and see if you are carrying the entire line from that vendor. When a guest is in love with a single item, they are likely interested in the benefits of the entire line, this could boost your sales from a 100 dollar serum to upwards of 500 dollars when you factor in a cleanser, toner and moisturizer as well. To be aesthetically pleasing to clients make sure your display makes sense. If you’re looking to sell products from a vitamin-C or antioxidant line, purchase a decorative orange from Pier-1 and line it up on the shelf with those items. This happened in one of my spas. We did a big launch party of a vitamin-C line from one of our vendors, called it “Mimosas and Mini-Facials,” place bowls of real oranges everywhere, and served… mimosas. Whoops! But, not only did we sell out of the product, but we were able to capture guests’ information during the event and created a running list for future events of people who were interested in attending. Nothing like a warm buyer who has already had a great experience with you. Did your vendor supply you with a table brochure? These are likely designed nicely 15 | Spa Executive
Page 1 and 2: ISSUE #42 DECEMBER 2022 SPA EXECUTI
Page 3 and 4: Contents December 2022 Volume 42 4
Page 5 and 6: a number of high profile establishm
Page 7 and 8: customer retention by 5% can increa
Page 9 and 10: Find out where your target customer
Page 11 and 12: ARE YOU PASSIONATE ABOUT THE SPA &
Page 13: and personalized, immersive treatme
Page 17 and 18: Wellness trend: Personalized Nutrit
Page 19 and 20: Carlos Calvo Rodriguez of Four Seas
Page 21: FOR LEADERS IN THE BUSINESS OF WELL

Spa Executive December

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