What spa owner does not want to boost their bottom line? Sales of retail products should be contributing 30 to 40 percent to a spa’s gross sales. Those who are not achieving this substantial impact to their bottom line need to review their retail strategy.

First, think about how retail products are being marketed now. Are they actively being marketed or is a passive sales strategy being used? Are retail product offerings aligned with the service offerings? Is the staff promoting the retail products?

Rain or Irrigation?

A passive sales strategy, like waiting for it to rain, leads to lower yields. A great display will generate some passive sales, but that will not get sales into the 30 to 40 percent range. Increasing retail sales, requires an active sales strategy – the fruit on a retail product money tree will not grow without enough water. Do not wait for rain; turn on the irrigation. This is where backbar products and staff come into play.

Backbar products are those professional products that are never sold to clients. The reason for this is two-fold. First, they are powerful products that require proper professional training to be used safely. The second reason is that they are the products that really make a difference in the treatment room.

Retail products should complement the services offered. It may be a good idea to use private label backbar products and offer retail versions in the retail sales area.

Having private label products is not enough. It is like having a reservoir but not turning on the irrigation pump. Staff should be knowledgeable of the products and should educate clients about them. This does not have to be high pressure sales, just letting the client know which products are being used during a treatment and why. Explain that in order to extend the benefits of the treatment, the client may wish to use the retail version of that particular product at home.

Offer Samples

Anyone who has ever been to a warehouse store or a farmer’s market may have been offered a sample of a product for sale. Consumers love to try a product before buying it. During their spa treatment, clients are experiencing the backbar version of the products the spa is selling. Take this experience further and, whenever possible, demonstrate the retail product at the sales counter.

Let them experience the product while engaging as many of their senses as possible. Dispense the appropriate amount of product into a client’s hand and tell them to apply it as the product’s benefits are described. Allow them to experience the scent. Scent triggers emotion and emotion is what causes people to make purchases. Let them see the product and feel the texture. Allow them to try the retail item before they buy it.

Is the Retail Display Picture Perfect?

It should be. Humans are visual beings. The product packaging and the displays must be visually appealing to encourage purchase. Retail displays must be clean and well kept, as well as stock level maintained, with clear, easy-to-read signage. Likewise, the backbar in the treatment room should be clean and organized with the backbar products visible. Allow clients to see the brand throughout their visit.

Retail products make dollars and sense for a business. They keep clients coming back and they advertise for the spa in the client’s home on a daily basis.