Customers love to be engaged . Whether it ’ s trying on a dress or touching a specialty gift or demoing a unique product , the power of engagement always helps consumers get more interested in products . Make sure your retail space allows customers to touch and pick up products and have an experience . Remember , the experience part of the spa doesn ’ t have to stay in the treatment room .

ISPA MEMBER TIP !

POP UP BOUTIQUES

Who says you have to sell retail only in your retail space ? Resort spas should take advantage of other areas of the hotel by setting up pop-up boutiques . A pop-up boutique in the pool area would be great for selling your latest sunscreens or lotions and would allow you to reach customers that might not have otherwise thought of heading to the spa .

“ The reason I set up popup boutiques is to give spas an idea on how they can display retail in an out of the box manner . It ’ s an easy and costeffective way to get more retail sales .”

OUT A FLOORPLAN

Fun fact : In the U . S ., shoppers have a natural tendency to move towards the right of the store once walking inside . You can take advantage of this by using this area for engaging retail displays , your newest products or your top selling items .

Also , you ’ ll want to avoid cluttering the first five to 15 feet of the entrance to your retail space . This area is called the “ decompression zone ,” which allows a customer to transition from your other spaces and into shopping mode .

MORE ENGAGEMENT

A great retail environment is about more than just visual displays . You must also take into account the customer ’ s other four senses to create an unforgettable experience . Demonstrate your essential oils by using them in the retail space . Use a sound machine to create a soothing ambiance . Have samples of your lotions and creams available for customers to touch . You can even add a tea or cookie station to appeal to the taste sense !

APPAREL , USE MANNEQUINS

It ’ s amazing how much better an outfit looks off a hanger ! By using mannequins to display your latest apparel offerings , you ’ ll not only be showing off your merchandise in a more appealing way , but you ’ ll also attract customers . The mannequins will catch the eye of someone clear across the spa and bring them into the retail area .

OUTSIDE THE STORE

Your in-store real estate isn ’ t the only place to use displays . Think window displays , sidewalk displays , even displays elsewhere in the spa or resort can peak a customer ’ s interest and bring them into the spa . For outside displays , focus more on unique visuals rather than sales , which will make them more eye-catching and intriguing .

Julie Pankey Managing Partner JMPankey Partners north Berwick , Maine

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42 PULSE ■ May 2018