In 1964, Neil H. Borden, professor of advertising at the Harvard Business School published a paper on “The Concept of the Marketing Mix,” in which he identified the tools necessary to create demand for a product, such as product, planning, pricing, distribution, packaging, advertising and more. Later, E. Jerome McCarthy, a marketing professor at Michigan State University, grouped these tools into four categories to establish what became known as the 4 Ps of marketing: product, price, place and promotion.
Today, the 4 Ps of marketing continue have an impact on retail brand selection and promotion. You’ll want to consider each in the planning and implementation of your retail strategy to meet client needs as well as achieve your spa or massage practice revenue goals.
When it comes to offering retail product lines for your spa or massage practice, you have a wealth of brands to choose from. But considering the importance of retail to your bottom line, make sure that the retail products you select reinforce your own brand in terms of type, quality and efficacy and also fulfill the promise to extend client treatment benefits at home in between sessions
In “5 Factors to Consider When Picking New Retail Lines,” Kate Wind also points out the importance of partnership in choosing retail brands. Retail partners must have your back. They should be able to provide additional services, including back bar support, menu development, discounted testers and team education. All of which you can count on in your partnership with BIOTONE.
Packaging is another factor, Wind says. Consider if the product will look good on the shelf, if the product names are easy for the client to understand what the product does, and if the directions easy to read. The color of the collections and easy-to-read labels also help to make the shopping experience easier for the client.
Product pricing has to do with positioning of your spa and massage practice, and it’s where many businesses make mistakes. While low-cost pricing may be attractive to clients, it doesn’t send the high-quality message you want to convey about your business. On the other hand, if priced too high, a product may not meet the budget needs of clientele. Prices must be at a level that reinforces your brand and in a range clients can afford.
Place means the products need to be where you customers can easily acquire them. In addition to having a retail section in your spa or massage practice as well as some products featured in other areas in the spa – the treatment or changing rooms – you’ll also want to consider ecommerce so that clients can easily reorder in between visits. For online shopping, make sure your website is optimized for mobile or consider a special app to make purchasing convenient. Clients will be looking for the fewest steps or taps necessary to search for products and place an order. Ideally, your site or app will incorporate purchasing history so it will be very easy for a client to reorder.
Don’t wait for clients to come into your spa or massage practice to find out about your retail selection. Consider email or direct marketing and text message updates about special promotions and discounts. Also promote your products through your social media channels – Facebook, Twitter, Pinterest and more – as well as online ads. Depending on your target audience, you may want to run traditional print ads in local shopper papers as well.
Products for at-home use are another way to build a bond with your clients and another avenue to boost sales. Make the most of your retail offerings by adhering to the 4 Ps.