SOUND OFF
BY JOSH CORMAN
DO YOU EVER WONDER how your peers would handle a situation ? Maybe you ’ re curious what other leaders in the spa industry have to say on a certain subject . In Sound Off , we ask ISPA members from differing backgrounds , countries and companies the same question and see how their answers compare .
“ What has been your most successful retail-related initiative in recent months ?”
TIFFANY AMOROSINO Bella Sante Co-Founder & CEO
“ A few years ago , we decided to set goals for each department that were a balance of both what was historically realistic for the department and also a bit of a challenge to achieve . Both the Esthetics Team goals and the Massage Team goals focused on specific behaviors that would perhaps increase the chance of a retail sale ( which we firmly believe increases retention ). We became religious about what we call “ 1:1 check-ins ,” where we evaluate the individual teammate ’ s performance and set quarterly goals they can achieve , peppered with opportunities and rewards to increase performance . We introduced a sliding scale for retail commissions and worked with vendors to offer retail SKU rewards to the teams . This macro and micro strategy takes time and effort but has increased retail sales dramatically across all of our properties .”
MARTHA ZYLA Cascade Spa at Mill Farms Spa Director
“ In returning to full spa normalcy , providing our guests an elevated experience and also ensuring we addressed our gratitude for their return to our spa was imperative , so we offered our guests new and exciting value add-on services . Enhancing a bodywork service by offering a complimentary take home oil or salt stones has brought our massage bookings to remarkable new heights . We carried complimentary gifts through both our facial and salon services , which led to increased re-bookings and allowed us to express what a privilege it is to serve and honor our guests . We also included gifts with retail purchases , which has afforded our guests the opportunity to experience our incredible vendor brands while offering our guests a “ feel good ” experience . Each of these offerings has not only elevated our services but has also increased our retail sales profoundly .”
CASSIE PAHEL Naturopathica Spa – East Hampton Corporate Spa Director
“ My most successful retail-related strategy is working with my team to focus on the significance of understanding each guest ’ s needs . We serve a purpose during treatment and find what best compliments the service provided , whether that be products like Naturopathica ’ s Arnica Gel or our famous Vitamin C Serum . We spend tremendous amounts of time with sales role-playing and training , and we have created results driven incentives that , as a direct result , have increased our retail sales 31 % over 2019 & 2020 .” n
JANUARY 2022 n PULSE 61