You’re in luck, we’ve found some fool-proof ways to hack
your retail space, so it does some of the selling for you.
1.
CONSIDER
COLORS
Color plays a major role in luring a
would-be customer into your store. It
also has the power to evoke strong
emotions and influence the way your
product is perceived. Our brains —
being hyper visual — attribute certain
emotions to specific colors. Blue and
green are considered calming colors.
Also, research suggests people are
more likely to recall a color over an
object or product. So make sure the
colors in your space are on vibe with
the rest of your spa for a clean and
seamless look.
2.
BACKGROUNDS
Using a subtle backdrop can help keep
your customer’s attention on the
products you’re looking to sell. There’s
a reason many retailers opt for solid-
colored backgrounds (particularly
white or black): Your products really
pop in this scenario.
3.
FOCUS
ON YOUR
AMBIANCE
Make what limited space you have as
cozy and comfortable as possible.
Create splashes of color with floral
arrangements and other decorative
touches to brighten up your space and
invest in some high-quality art for the
walls. Consider consulting with an
interior decorator about how to create
a place that customers will want to
return to, despite its lack of square
footage.
4.
CHANGE YOUR
DISPLAYS
REGULARLY
It’s important to always keep things
fresh in your retail space, even if the
merchandise isn’t. A new arrangement
or display can grab the interest of even
your most loyal customers. Holidays
are a great excuse to switch things up,
but make sure you update right after
the holiday is over. There’s nothing
more depressing than a Valentine’s
display on February 15.
ISPA MEMBER TIP!
5.
CREATE
CUSTOMER
INTERACTION
POINTS
The first step we take in drawing
clients to our retail products is
appealing to all their senses –
products are taken out of their boxes
and arranged in interesting ways
that invite the client to try the
product through sight, feel
and smell.
We also place testers
strategically throughout
the spa. For example,
before clients enter our
steam room, we have started
instructing them on how to use our
complimentary body scrub and
body lotion. This simple move has
led to increased sales in these
products considerably.
6.
START
CLOSEST TO
THE DOOR
Start with the display area closest to
the front door and put your newest
and most expensive items in the
spotlight. Be sure to have several levels
of height and enough products so that
the customer can pick up and touch
without having to totally dismantle
your display.
7.
TAG IT
It sounds so simple, but it makes such a
difference. Make sure all of your stock is
priced. Have you ever been to a store
and loved something and couldn’t find
the price anywhere? Instead of asking
an associate, you usually just say forget
it and move on. That’s exactly what
your customers will do! No one wants
to have to ask how much something is,
so make sure absolutely everything has
a price tag on it.
Alessandra Newsom
Spa Director
The Spa at Lago Mar Beach Resort
and club, Fort Lauderdale, Florida
May 2018
■
PULSE
41