MEGAN JASPER

Gadabout SalonSpas

CAROL PHILLIPS

BEAUTEESMARTS

TOWN HALL RECAP

RETAIL HAS BECOME A STRATEGIC growth engine for spas— not an add-on. That theme anchored ISPA’ s October Town Hall,“ Retail Refresh: Fresh Ideas to Spark Revenue,” moderated by ISPA Chair Kenneth Ryan with panelists Megan Jasper( Gadabout SalonSpas), Carol Phillips( BEAUTEESMARTS), Matthew Punsalan( Pendry Park City, Montage Deer Valley) and Tiffany Willie( The Spa at Red Rock by Well & Being). Across day spa, salon and resort settings, the group shared proven plays— from gift card and loyalty programs to group gifting and“ meet-the-guestwhere-they-are” activations— plus practical KPI frameworks, incentive design, staff training cadences and holiday merchandising strategies to turn recommendations into revenue.

MATTHEW PUNSALAN

Pendry Park City, Montage Deer Valley

TIFFANY WILLIE

The Spa at Red Rock by Well & Being

KENNETH RYAN

MODERATOR

ISPA CHAIR

The October Town Hall was sponsored by Natura Bisse. Melissa Solis / Aarna Spa at Pasea Hotel & Spa and Jeff Winkel / The Spa at The Omni Grove Park Inn were randomly selected as winners of a Natura Bisse Beauty-on-the-Go Kit. Members who missed the live session may view the full recording by visiting experienceispa. com.

What retail promotions are working best right now?

Prime gift card guests for retail with tiered vouchers. Encourage retail sales from gift card holders by introducing value-added vouchers at check-in and coordinating staff follow-up to complete the sale. l CAROL PHILLIPS:“ What I hear from a lot of service providers is, Oh, they’ re just coming in with a gift card— they’ re not going to buy retail. So the service provider shuts down the sale. One that I did in a turnaround location … everybody that came in either as a new customer or if we knew they were on a gift card, we gave them a dollar voucher: If you spend $ 100, you get $ 25; if you spend $ 200, you get $ 50. We introduced them: Hey, we’ re so glad you’ re coming in today— you’ re new with us, and we have a gift from us to you as well. It worked very, very well because it eliminated the objection from the staff: They’ re a gift card; they’ re not going to buy.”

Launch a locally-branded loyalty program. Reward guests with points like a big-box retailer— while teaching them the value of shopping local and supporting the community. l MEGAN JASPER:“ We just introduced a program called Locals Only, and this really ties into the fact that we don’ t want to be the big-box store. We want to promote community shopping and teach our guests why shopping local not only impacts their hairdresser or service provider, but also the Tucson community as a whole. Locals Only is a points program— guests can sign up and receive rewards like they would at a big-box store, but the whole premise is teaching them why that connection to the Tucson community matters. Now, when a guest says, I’ ll just buy it on Amazon or Sephora with my points, our team can respond, When you shop here, you also get points— and you’ re helping us. Talking about shopping local has been transformative for us.”

Tie retail into seasonal gift card promotions. Bundle retail with services for holidays and gifting moments, offering percentage discounts or gifts-withpurchase( GWP) that make add-on shopping effortless.

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