Renew Magazine - September/October 2008 - (Page 29) Cross-marketing can really pay off, increasing the likelihood that clients will return, according to Sequence XO, a spa products retailing arm of California-based Robinson Pharma Inc. If a client buys just one product, there is a 25 percent chance they will return, but if they buy three or more, the likelihood increases to 75 percent. Bell Tower Salon and Spa in Wyomissiong, Pennsylvania, found that its recently expanded boutique has actually drawn a new base of customers who first came for the high-end retail and then returned for salon and spa services, says Simara Stork, brand manager. When Bell Tower moved to its current location in 1999, they had a small retail space in the lobby but quickly realized that their sales of high-end clothing and accessories were outstripping many of their skin care and beauty products. Three years ago, they remodeled and moved the boutique to a separate building, which allowed for better merchandising, space to carry more lines and fitting rooms, Stork says. Sales quickly increased 300 percent and the boutique now carries more than 20 lines of clothing, such as Betsy Johnson dresses, locally designed handbags and jewelry. The boutique also has a dedicated sales staff as well as a buyer, another investment that has boosted growth. “Having a specific retail staff really helps,” Stork says, noting they can provide one-on-one attention to shoppers. “The people working in our store are not answering phones and taking appointments.” five tips for success 1. Educate staff about all products sold in the retail area, not just products used in spa services. 2. Cross-market products and services as much as possible and pick products that complement the spa’s image. 3. Establish quality to ensure products stand out from the online and discount competitors. 4. Creatively promote and merchandise products, and consider seasonal rotations. 5. Recognize that the retail space is a business within a business—hiring a boutique manager and dedicated sales staff can truly pay off. Looking for more information? The International Spa Association offers a course on Retail Management for Spas. Go to experienceispa.com for more information. n http://experienceispa.com http://www.actionbag.com
Table of Contents Feed for the Digital Edition of Renew Magazine - September/October 2008 Renew Magazine - September/October 2008 Contents Editor's Letter Renew Face/Body/Spirit/Mind Décor Spa Spotlight Reflect Your Business Renew How-To Cards Editor's Picks Role Models The Sensory Spa Experience The Art of Listening In the Room Solutions Inside Ingredients Renew Magazine - September/October 2008 Renew Magazine - September/October 2008 - Renew Magazine - September/October 2008 (Page Cover1) Renew Magazine - September/October 2008 - Renew Magazine - September/October 2008 (Page Cover2) Renew Magazine - September/October 2008 - Renew Magazine - September/October 2008 (Page 1) Renew Magazine - September/October 2008 - Renew Magazine - September/October 2008 (Page 2) Renew Magazine - September/October 2008 - Renew Magazine - September/October 2008 (Page 3) Renew Magazine - September/October 2008 - Contents (Page 4) Renew Magazine - September/October 2008 - Contents (Page 5) Renew Magazine - September/October 2008 - Contents (Page 6) Renew Magazine - September/October 2008 - Contents (Page 7) Renew Magazine - September/October 2008 - Editor's Letter (Page 8) Renew Magazine - September/October 2008 - Editor's Letter (Page 9) Renew Magazine - September/October 2008 - Renew Face/Body/Spirit/Mind (Page 10) Renew Magazine - September/October 2008 - Renew Face/Body/Spirit/Mind (Page 11) Renew Magazine - September/October 2008 - Renew Face/Body/Spirit/Mind (Page 12) Renew Magazine - September/October 2008 - Renew Face/Body/Spirit/Mind (Page 13) Renew Magazine - September/October 2008 - Renew Face/Body/Spirit/Mind (Page 14) Renew Magazine - September/October 2008 - Renew Face/Body/Spirit/Mind (Page 15) Renew Magazine - September/October 2008 - Renew Face/Body/Spirit/Mind (Page 16) Renew Magazine - September/October 2008 - Renew Face/Body/Spirit/Mind (Page 17) Renew Magazine - September/October 2008 - Décor (Page 18) Renew Magazine - September/October 2008 - Décor (Page 19) Renew Magazine - September/October 2008 - Spa Spotlight (Page 20) Renew Magazine - September/October 2008 - Spa Spotlight (Page 21) Renew Magazine - September/October 2008 - Reflect (Page 22) Renew Magazine - September/October 2008 - Reflect (Page 23) Renew Magazine - September/October 2008 - Your Business (Page 24) Renew Magazine - September/October 2008 - Renew How-To Cards (Page 25) Renew Magazine - September/October 2008 - Renew How-To Cards (Page 26) Renew Magazine - September/October 2008 - Renew How-To Cards (Page 27) Renew Magazine - September/October 2008 - Renew How-To Cards (Page 28) Renew Magazine - September/October 2008 - Renew How-To Cards (Page 29) Renew Magazine - September/October 2008 - Editor's Picks (Page 30) Renew Magazine - September/October 2008 - Editor's Picks (Page 31) Renew Magazine - September/October 2008 - Role Models (Page 32) Renew Magazine - September/October 2008 - Role Models (Page 33) Renew Magazine - September/October 2008 - Role Models (Page 34) Renew Magazine - September/October 2008 - Role Models (Page 35) Renew Magazine - September/October 2008 - The Sensory Spa Experience (Page 36) Renew Magazine - September/October 2008 - The Sensory Spa Experience (Page 37) Renew Magazine - September/October 2008 - The Sensory Spa Experience (Page 38) Renew Magazine - September/October 2008 - The Sensory Spa Experience (Page 39) Renew Magazine - September/October 2008 - The Art of Listening (Page 40) Renew Magazine - September/October 2008 - The Art of Listening (Page 41) Renew Magazine - September/October 2008 - The Art of Listening (Page 42) Renew Magazine - September/October 2008 - The Art of Listening (Page 43) Renew Magazine - September/October 2008 - In the Room (Page 44) Renew Magazine - September/October 2008 - In the Room (Page 45) Renew Magazine - September/October 2008 - In the Room (Page 46) Renew Magazine - September/October 2008 - In the Room (Page 47) Renew Magazine - September/October 2008 - Solutions (Page 48) Renew Magazine - September/October 2008 - Solutions (Page 49) Renew Magazine - September/October 2008 - Solutions (Page 50) Renew Magazine - September/October 2008 - Solutions (Page 51) Renew Magazine - September/October 2008 - Inside Ingredients (Page 52) Renew Magazine - September/October 2008 - Inside Ingredients (Page Cover3) Renew Magazine - September/October 2008 - Inside Ingredients (Page Cover4)
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