“ 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.”
— BOLDIJARRE KORONCZAY
“ I love using what our brand partners are already sharing on social,” Ummel says.“ When I see a guest engaging with a brand online, I use it as a conversation starter in person.”
This echoes the Rule of Seven in marketing: A guest needs to see or hear your message at least seven times before converting. Spas that sync digital efforts with in-person touchpoints can dramatically boost conversion rates.
FINAL WORD
Make It Meaningful
“ Consumers today are looking for more than just great products,” says Koronczay.“ They want brands that align with their values— sustainability, wellness, transparency.” Eminence’ s“ Forests for the Future” initiative, which
plants a tree for every product sold, is one such example that resonates deeply with eco-conscious guests.
Ummel agrees:“ Storytelling isn’ t just fluff— it’ s what gives purpose to your retail strategy. Show your guests the‘ why’ behind your recommendations.”
In a retail landscape shaped by personalization, education and experience, spa leaders who combine artful storytelling with strategic data will not only increase revenue— but deepen their connection with every guest who walks through the door. n
A seasoned marketing professional and former senior editor of Pulse magazine, MAE JOHNSON brings an extensive digital marketing, branding and media experience to the world of spa and wellness. A beauty and lifestyle blogger on the side, she blends strategic storytelling with a love for holistic living to inspire and elevate the spa and wellness experience.
PULSE n AUGUST 2025 35