[ classroom ]
By pairing products
of similar size, SenSpa
(San Francisco) provides
spa-goers with a more
appealing collection
of retail items.
“Your retail
products,
price points,
and presentation
should be
spot-on in
reflecting
your overall
spa image.”
continued from page 30
1. Don’t Send Mixed Messages
Does your spa promote a stress-free environment
while your retail shop bulges at the seams with
knick knacks toppling over onto the floor? Do you
promote a spa gift boutique, only to have a few
disjointed items sitting on a shelf in a dark corner?
If so, you are creating confusion in the minds of
your customers. Your retail products, price points,
and presentation should be spot-on in reflecting
your overall spa image. If you are an eco-friendly
spa, then your products, packaging, and ambience
should reflect that. If you cater to a girl’s-getaway
weekend crowd, than laughter-inspired gifts might
be more appropriate. Be clear about your target
market and what makes your spa unique, then have
your retail shop reflect that image.
2. Plan Your Merchandising
When purchasing products, have a plan on how
you will display the items once they arrive in
your shop. This forethought will help alleviate
overbuying, a common problem in spa boutiques.
Products need a stage to shine, and if the only
space you offer is a bottom shelf with poor
lighting, you are creating less-than-ideal selling
opportunities. Have a theme or promotion in
mind when buying so you can cross-merchandise
items such as books, jewelry, and skincare to
create higher multiple sales per transaction. Your
fixtures should complement items, so be choosey
about vendor display units that are not right for
your spa environment. Often, a quick coat of
paint can enhance a drab display unit. Show your
fashion savvy by draping a piece of luminous
fabric in the latest color under an already existing
product line. There is no need to carry an entire
product line that may fall out of fashion quickly.
Blend lackluster products with new items to keep
merchandise moving.
3. Commit to Vendors
Choose a few key vendors and provide depth
and breadth within a product line rather than a
plethora of vendors competing for sales and space.
This will provide you with better product knowledge and a stronger client/vendor partnership and
demonstrate to your customers that you believe in
the products. The more enthusiasm and product
knowledge you and your staff have, the better you
can educate your customers. A dedicated rep can
also visit your spa to help create optimal selling
and merchandising opportunities that are in line
with your image.
4. Think Outside the Shelf
Spa and salon products, by default, are often
displayed on shelves in an endless side-by-side
position. This style of merchandising is visually
dull and makes it difficult for any one product to
stand out. Add creativity to your design by displaying products on a round table or rotating disk.
Group items by season, color, or age demographic.
Create focus by using an unusual prop, such as
an antique hand to display a bracelet, or a claw-foot tub to promote bath products. If shelving is
your only option, separate products according to
height, space, and light. Instead of a Lucite riser,
opt for a steel or bamboo one to create interest.
Contrast a vanilla pillar candle on a jet-black tray,
or display a bunch of dried lavender to promote an
ingredient. Pay special attention to products above
eye level and below the waist for they will require
additional focus in presentation or lighting.
continued on page 34
The boutique at Bliss
at the W San Francisco
features a wide range of
retail offerings without
appearing over-cluttered.
