PULSE POINTS

BY JOSH CORMAN

THIS MUCH IS CLEAR : the coronavirus pandemic has changed nearly everything about the typical consumer experience . What may be less clear , however , is how businesses , particularly those in the spa industry , can respond to those changes in a way that lets them plan for retail success this holiday shopping season .

ISPA ’ s July Snapshot Survey revealed that fewer than 10 percent of all spas saw an increase in year-over-year retail revenue in the first half of 2020 , while more than half ( 59 %) experienced a retail revenue drop of at least 30 percent . There ’ s no denying that those numbers aren ’ t pretty . But the holiday shopping season is always an opportunity to end the year on a positive note , and figures put forth by Customer Relationship Management software company Salesforce provide some clarity on how consumers will likely act ( and spend ) as we move toward Black Friday , Cyber Monday and the rest of the holiday retail rush .

Increased Digital Traffic In the second quarter of 2020 , global digital revenues increased by 71 percent compared to 2019 , a figure that accounts for the reopening of brick and mortar stores near the end of that period . Given that number , Salesforce ’ s prediction that up to 30 percent of global retail sales this holiday season will be made through digital channels is unsurprising .

Established online outlets like Amazon will , of course , generate many of these sales , but spas shouldn ’ t sleep on the unique value their personal connection with guests can provide . Highlighting the brands spa-goers may not find at other online retailers and the professional guidance for their use that therapists and service providers can offer may prove to be an important differentiator for spas . Social media is likely the simplest way to point out that value , and with social media expected to account for 10

42 PULSE ^■ OCTOBER 2020