Retail sales aren’t what they used to. Armed with information online and the ability to purchase with a simple click, consumers now are demanding more from the in-store experience than ever before. Considering the potential of retail sales to your spa or massage practice bottom line (A study a few years back from the Day Spa Association found 35 percent of respondents had retail sales revenues of greater than 15 percent), you’ll want to make sure to focus attention on retail sales and in doing so meet the expectations of today’s consumers for the kind of convenient experience they have come to enjoy online.
Consumers continue to value store visits because they provide an opportunity to see and interact with products and even can be social events. However, they want the in-store experience to be more personalized. They also value having as much information about the product as possible. Online sales provide reviews from other shoppers. When shopping in-store, consumers look to the sales associate's knowledge and expertise to help them make an informed purchase.
Knowledge is power
Start by staying in tune with your clients. Check-in with them periodically to get feedback on the types of retail products they would like you to carry that compliment your treatments. Once you find out, make sure to have enough merchandise on hand to meet demand.
Next, you want to focus on your team. Your staff should be enthusiastic about retail sales. If they are shy about selling, provide training. Do some role planning so that staff knows how to approach clients about retail offerings and keep the exchange natural. As part of the training, make sure your staff knows what questions to ask so that they are in a better position to provide prescriptive sales. Prescriptive sales involve attaching retail products to skin treatments that extend the treatment during visits or products for pain relief between massage therapy sessions.
As part of the training, be sure your staff is knowledgeable about all the products you carry. Talk to vendors and review all their sales material to learn about product ingredients, competitive value, and how to use them. Consider sending staff to a trade show in your area where new products are showcased so they can be informed about competitive offerings and answer product questions with confidence.
Cross-selling and up-selling
Once staff feels confident selling retail, work with them on cross-selling and upselling. Cross-selling involves selling your clients a product or service related to what they already have purchased or requested. If a client books a massage, you might want to suggest a hydrating wrap.
Upselling involves selling your client a higher-priced service or product – generally by providing good, better, best types of options so they can choose. In either case, you have an opportunity for additional revenue. Some of your team may be hesitant to suggest additional products or services or higher-priced ones. Talk to them about the additional value you offer clients when you suggest offerings that meet their needs or new ones that you’ve just added to your menu or retail shelves.
Selling retail offering is another avenue for strengthening relationships with clients. Rather than feel hesitant or uncomfortable, everyone at your spa or massage practice should approach the situation confidently and enjoy the exchange.