WITH TODAY’ S SPA CONSUMERS DEMANDING INNOVATION and personalization, the spa retail experience is no longer an afterthought. It has become one of the most dynamic revenue drivers in the spa industry— a space where storytelling meets strategy and where guests can extend their experience long after their treatment ends. But how can spa leaders cultivate a retail experience that feels essential, not optional? We spoke with industry experts Boldijarre Koronczay, president of Eminence Organic Skin Care, and Carrie Ummel, director of retail experience at Trilogy Spa Holdings, to uncover actionable strategies for growing retail revenue and enriching guest engagement.
1. RETAIL IS DETAIL
Start with the Data
“ Retail is a form of service,” says Ummel.“ It extends the treatment, deepens the guest connection and— when done right— it builds loyalty and long-term value.”
For her, spa retail success starts with understanding the data.“ Run your reports. Know your numbers. Too many spas lose margin from being over-assorted or running out of top sellers.”
When spa leaders understand what’ s moving and what’ s stagnating, they can pivot quickly, introduce new merchandising ideas and guide staff toward performancebased goals.
Retail is becoming more data-driven, with predictive analytics helping spa owners optimize inventory, improve product placement and personalize promotions. AI-powered visual merchandising tools, for example, now analyze which products attract attention and offer real-time layout suggestions— transforming guesswork into actionable insights. This blend of digital insight and human intuition is helping retail teams stay both nimble and effective.
2. CONNECT THE DOTS
From Treatment Room to Retail Shelf
Gone are the days when therapists handed guests a product flyer at checkout. The modern retail experience begins during the treatment— and continues seamlessly beyond.
“ The entire experience, from the moment a guest books their treatment to when they leave with products in hand, should feel like one cohesive journey,” says Ummel. This holistic integration requires enthusiastic staff, deep product knowledge and ongoing sales training.“ It’ s about making the transition natural, personalized and valuable,” she adds.
Koronczay echoes this, identifying education as central to Eminence’ s retail strategy.“ Our international trainers provide both virtual and in-person support to ensure spa partners can make thoughtful, informed recommendations.”
3. PERSONALIZATION SELLS
( And Builds Loyalty)
Personalization is more than a buzzword— it’ s a profit catalyst. According to a 2025 study from McKinsey & Company, 80 percent of consumers are more likely to purchase from brands offering personalized experiences.
PULSE n AUGUST 2025 31