5. BUNDLING, GIFTING AND SUBSCRIPTION SETS
Spa leaders are finding success with bundling treatments with retail— extending the guest journey and increasing attachment to products.“ I once left a treatment loving three new products,” shares Ummel,“ but no one reminded me to buy them. A simple prompt or bundle suggestion would have sealed the deal.”
Subscription boxes and curated gift sets are also trending. These offer personalization and convenience— two attributes today’ s time-strapped, wellness-focused consumers are actively seeking.
Koronczay also thinks today’ s consumers gravitate toward brands that stay true to their roots. He notes that offering products suitable for diverse skin types helps brands remain inclusive and adaptable across global markets.
Beyond expanding globally, the future of spa retail is both experiential and intentional. Looking ahead, both Ummel and Koronczay see spa retail evolving with technology, sustainability and personalization.
But the core remains human.“ Stay close to your
Quick Tips for Boosting Spa Retail Sales
l Rotate“ hot spot” displays every two to four weeks. l Use bundling to connect treatments with retail. l Train staff on buying signals and how to respond. l Offer seasonal or lifestyle-specific gift sets. l Leverage social media to reinforce brand messaging. l Test private-label products in top-performing categories. guests,” Ummel says.“ Listen. Build relationships. That’ s where your retail strategy starts.”
Koronczay agrees.“ Retail isn’ t about pushing products. It’ s about extending the wellness journey. When you lead with care, education and purpose, the results will follow.”
6. EMPOWER THE TEAM
Training That Translates to Sales
Even the best products need knowledgeable advocates. Koronczay knows this too well, having been trained from the ground up himself in the business and spa world.
“ When we brought Eminence to North America, organic and natural skin care products were not popular. We had to work very hard for many years to build the brand from the ground up,” he recalls. Koronczay shared how he worked his way up from a shampoo boy at a hair salon, to an esthetician and slowly grew his client base through word-of-mouth.
“ This is how I introduced our products to customers and saw first-hand the amazing results that natural skin care products could achieve,” he says. Eventually, he was able to build a network of spa partners across North America and expand his love of premium organic skin care globally. Today, Eminence invests heavily on excellence in training, especially in product knowledge and retail.
As for Ummel, training programs should cover product knowledge, sales techniques, roleplaying scenarios and seasonal campaigns. Staff should be taught to pick up on guest cues, like complimenting a scent or asking about a product used during treatment.“ That’ s your moment to personalize and recommend,” Ummel advises.“ Many spa professionals fear sounding pushy. But when you teach them to share rather than sell, they become ambassadors.”
“ Empower your front desk team, too,” Ummel emphasizes.“ They’ re often the last interaction before the guest leaves. Equip them with confidence, not just scripts.”
According to Ummel, the key components of a successful spa retail training program include: l Robust product knowledge l Real-time sales coaching l Personalized incentive programs l Accountability and celebration of wins
7. ALIGN PRODUCT MIX WITH GUEST PROFILES
It’ s essential to balance recognizable brands with niche or private-label options. Private labeling can offer higher
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