MEMBER PERSPECTIVES
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“ Skin care remains a champion in retail sales , from luxurious anti-aging products to eye pads and sheet masks that are easy pickups for traveling or gifts .”
— CHARLOTTE PRESCOTT , Fisher Island Club Spa Internazionale marketing program within our property , a monthly magazine , and weekly e-blasts that go out to every resident as part of their Homeowner Perks .”
Keith leverages storytelling in the magazine and e- blasts to connect personally with spa-goers .“ We feature a theme , product , or treatment monthly , and carry it throughout our platform . The story sets the tone for the month , and we have seen great feedback and increased revenue from using this method .”
As for Milic , they take advantage of vendor-supplied retail collateral to help her and her team move products off the shelf .“ Our vendors have been very generous with giftwith-purchase offers , shelf talkers and decorative props to encourage retail sales . Plus , they make it a fun and easy shopping experience ,” she says .
Prescott , on the other hand , has seen the effectiveness of
Fisher Island Club has seen increased demand for apparel and accessories since the end of pandemic closures .
creating demand through a limited assortment at vendorassisted trunk shows .“ We often bring in a small , limited assortment of a collection as a tease or promotion to an upcoming trunk show or special event . As we are a memberbased community , we have the same shoppers most of the time , so we need to keep assortments fresh by rotating regularly . Trunk shows allow us to do this ,” she says .
“ We have been very fortunate to have some very supportive and creative partnerships and have featured retail events that allow for great personalization like customembroidered t-shirts and hand-painted perfume bottles ,” Prescott says .
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14 PULSE n OCTOBER 2022