support; the online boutique gave
them a way to do that. In addition to
restocking their own self care products,
our clients started shipping care
packages across the country to friends
and family they were missing due to
the pandemic. The out-of-state animal
rescue I’ve supported for years asked its
network of volunteers and adopters to
check out our online store and, all of a
sudden, orders came in from fellow
basset hound lovers across the
Midwest!
To increase awareness of the store
and help guests feel connected to
their long-time providers, Parker and I
started hosting Facebook Live
shopping events to showcase
products available online, answer
guests’ questions, and encourage
conversation among guests and
providers in the chat. Each of these
events brought in several thousand
dollars in sales, but more importantly,
they helped our team and their guests
feel connected. Even though East
Village Spa has reopened in a limited
capacity, we will continue hosting
virtual shopping events—this is
because many of our guests are in
high-risk groups and we want to make
sure they feel valued and cared for in
whatever capacity is safe for them,
plus we’ve been able to gain a new
following among people who don’t
live locally.
In addition to our spa’s regular
retail products, we have packaged
together gift sets tailored to meet the
needs of our community and
partnered with neighboring
businesses for a themed set for
Mother’s Day. Sets like handwashing
relief kits, frontline worker care
packages and DIY pedicure kits have
been best sellers. As our spa has
increasingly been able to source items
like face masks and cleaning wipes,
we have added these items to the
shop as a service to guests who are
struggling to source them for their
personal needs. These have quickly
become popular items and customers
are thrilled to get what they needed
locally. Many purchase other fun
products in addition to these
necessities.
To deliver a full-service spa
experience at home, my spa has also
created step-by-step videos to share
with customers who purchase athome
facial kits. We’re now offering
virtual consultations to help guests
select the best products online.
Facebook Live has been an invaluable
tool to continue to demonstrate
products available on the webstore,
add video links to the site and provide
self-care tips. Every package goes out
SEPTEMBER 2020 ■ PULSE 37