Spa retail sales often fall short. Improve them with these tips from retail expert Carrie Ummel of Trilogy Spa Holdings.
Retail sales in spas often fall short of their potential. Spas should be moving their products like crazy — staff are skincare and self-care experts, after all, and products are almost always exquisite and top of line. But this often isn’t the case.
Carrie Ummel is Director of Retail Experience for Trilogy Spa Holdings, where she works with resort leadership at four and five diamond luxury properties to develop retail strategies that drive sales growth and enhance the overall guest experience. Ms. Ummel notes that retail isn’t always top of mind in spas, but she understands why.
“With the priority of spas focused on consistently delivering exceptional service throughout their signature treatments; offering the perfect escape from the stresses of daily life for their guests, retail quickly becomes an afterthought,” Ummel says.
“Embracing the facts that there are so many moving parts, important demands, and dare I say surprises in the spa business – there’s just not a lot of time left to curate a thoughtful retail experience. And retail done right, takes time and resources. Time to source the right products, set up the account, create the order, place the order, receive the order, and don’t forget about merchandising once it arrives, and so much more.”
This lack of focus on your retail experience, says Ummel, “can quickly take your guest from that beautiful Zen feeling to frustration if the desired product they fell in love with during their treatment is out of stock, or your team member is not able to answer their questions, and/or if the boutique is in disarray making it too confusing to shop.”
If this sounds like a too familiar experience, take heart, there are easy ways to improve the situation. Ummel says, “A spa boutique offering unique products aligned with the guest’s experiences during their time with you, can inspire, delight, and bring them back for more!”
Ummel recommends the following 5 proven sales drivers
5 proven tips for increasing your spa’s retail sales revenue from Trilogy’s Carrie Ummel
1. Start with a review of your spa boutique with the “6 Ps” in mind.
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- Product: do you have the right product offering that aligns with your spa menu? This is not limited to your skincare collection. If you offer fitness classes, consider including apparel guests can wear to attend your classes.
- Performance: do your products actually work? Do they answer your guests’ real needs? And do you personally believe in them? It’s very difficult for most people to sell a product they don’t believe in.
- Price: are your products priced within your guests’ sweet spot (not yours)
- Packaging: is the packaging eye catching and easy to read? Do you offer any exclusive private label options?
- Placement: is the product easy for your team to find? Is there a consistent process as to how the products are placed on the shelf? For example, in order of application from left to right on the shelf.
- Product Knowledge: does your team have the product knowledge and confidence to answer your guests’ questions and offer suggestions? Knowledge is power! The better they know the products, the better equipped they are to sell them.
2. Appoint a retail champion. Select someone on your team who has a passion for the products you offer to take on this role. Knowledge + Enthusiasm = Success. You can also empower your retail champion to ensure your Top 10 products are always in stock, so you never hear the; “oh I’m so sorry we are out of that product…” That’s like the sound of nails on a chalkboard to me!
3. Offer a signature retail item. Is there a signature scent upon your guest’s arrival experience? Be sure to offer this product in your retail collection so that guests can mirror this in their homes and/or share with others as the perfect gift. I love this option because it appeals to all guests walking through your door and is “one size fits all”. A perfect fit every time!
4. Create a “hot spot.” Put this in a location near the entrance of your spa. This “hot spot” should tell a story that relates to the season or an upcoming holiday, or feature your signature private logo products; making great gifts and mementos for your guests to remember their experience with you.
5. Don’t just deliver a product. Deliver a memorable experience.
With a thoughtful approach to retail, spas can enhance the guest experience while driving sales and, most important, increase revenue. By curating products that align with treatments, ensuring team members are knowledgeable, and creating an inviting shopping environment, spas can turn retail from an afterthought into a seamless extension of their service. As Ummel emphasizes, a well-executed retail strategy can inspire guests, elevate their experience, and keep them coming back.
Spa Executive is published by Book4Time, the leader in guest management, revenue and mobile solutions for the most exclusive spas, hotels, and resorts around the globe. Learn more at book4time.com.