Selling the total spa product

Retail sales can contribute significantly to a spa’s revenue, however, many spas do not realise their full retail potential. This chapter presents strategies to maximise retail sales, including: brand selection, brand ambassadors, incentives, training, retail design and visual merchandising to provide a tool kit for success. Consideration is also given to the importance of integrating retail throughout the entire customer journey. A case study is presented at the end of the chapter to encourage the application of knowledge. Selling experiences is seen as the principal function of a spa (Wuttle and Cohen, 2008), nevertheless, retail and other sales such as up-selling and link selling can all make significant contributions to a spa’s revenue. In exploring approaches to selling, the benefits of, and barriers to, selling are presented as well as strategies to maximise sales. The chapter
is therefore essentially a more practically based one, but needs to be read in conjunction with the chapters on consumer behaviour, guest service and journey and marketing spas.