“ Personalization creates emotional connection,” says Ummel.“ It’ s not about pushing products. It’ s about understanding a guest’ s lifestyle, goals and preferences— and aligning offerings accordingly.”
Koronczay’ s interest in holistic wellness began in childhood, shaped by family traditions and personal health experiences. Today, Eminence partners with spas around the world, offering organic products tailored to local needs and preferences.
Eminence collaborates with regional spa partners to adapt retail product offerings to climate, culture and consumer preferences.“ Understanding your audience is everything,” says Koronczay.“ That’ s how we stay relevant globally while maintaining authenticity.”
4. THE POWER OF MERCHANDISING AND STORYTELLING
Retail displays should whisper luxury, tell stories and inspire action. Ummel champions the“ hot spot” strategy:“ Identify a high-traffic area and use it to tell a seasonal or lifestyle story— Father’ s Day wellness kits, winter skin saviors, summer glow rituals. Add gift-ready packaging and you’ ve created both desirability and urgency.”
She adds that merchandising must evolve frequently.“ Rotate displays often to spark curiosity and engagement— even among your regulars. This keeps the retail environment dynamic and guests coming back. When you show guests why a product matters, they’ re more likely to buy.”
“ Stay close to your guests. Listen. Build relationships. That’ s where your retail strategy starts.”
— CARRIE UMMEL
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