solution allows that person to instantly purchase a bottle of water,
an acai bowl, or a pair of sandals without needing to get out of
their seat. Purchase made, money collected, happy customer!”
Retailers, even spas, who don’t soon implement mobile
payment solutions will fall behind and risk losing out on sales,
and, if the predictions are any indication, miss out on a lot of
money.
3.
OMNICHANNEL
In 2017, retailers worldwide are pushing their omnichannel
strategies further than ever before in the pursuit of truly seamless
shopping experiences. The retail world is full of examples of this.
Two big ones? Domino’s has recently intro-
duced ordering via Facebook
Messenger, and Starbucks’ mobile
app allows customers to order and
pay before picking up in-store.
“Retailers increasing their
reach through omnichannels
has become a necessity. In our
industry, we need to anticipate
our clients’ needs, and how they
wish to be contacted,” notes Tardif.
“Consumers today expect a seamless
experience from the companies they interact
with most frequently.”
4.
4.
SPECIALTY STORES OVER DEPARTMENT
STORES
Specialty stores—those that focus on particular categories—
will have a leg up this year as consumer interests focus in on
curated selections and localized wares. They’re also generally
considered trendier than old-school department stores and can
create a more interactive experience for a targeted customer
base. These details cater to millennials—who are, of course,
today’s most sought-after shoppers.
“I think it’s obvious that a specialty store would be more
productive than a department store simply because a specialty
store would be more focused, allowing it to be able to curate
its product offering more efficiently and therefore making it
more productive.” So it seems the spa retail space has a leg up
“Retailers increasing their
reach through omnichannels
has become a necessity.
In our industry we need to
anticipate our clients’ needs.”
this year, as long as spa retailers are doing everything they can
to keep the shopping experience personalized and educational
for guests.
Tardif agrees. “Today you see department stores struggling
with their brand and restructuring their ideal consumer
experience space to fit with what specialty stores are doing.”
Saks, for example, just opened the Saks Wellery, a 16,000
square foot interactive wellness space in its New York flagship
store that incorporates massage stations, fitness classes,
meditation rooms; specialties the spa is already thriving in.
“Any store of the future will need to fill a bigger purpose
than just selling merchandise,” adds Abbajay. “The new store
format that will remain relevant will be open and inviting to get
the customer to linger around to interact and experience
various offerings. Think eye brow shaping on the cosmetics
floor or hip in-store product festivals. Retail will soon be about
experience rather than selling.”. n
F E AT U R E D S O U R C E S
DAWN TARDIF
Founder and CEO
BodiScience Wellness
Center & Spa
BEVERLY,
MASSACHUSETTS
JOHN LINNEHAN SHARILYN
ABBAJAY
Director of Sales
and Merchandising
Ipanema Founder, Abbajay
& Associates, LLC
ORLANDO, FLORIDA WASHINGTON, D.C.
July 2017
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