RETAIL
5
BY JOSH CORMAN
TAKEAWAYS FROM “ Reimagining Retail ” with Tanya Chernova
Tanya Chernova kicked off Shine On , ISPA ’ s virtual education series , by leading an in-depth panel discussion on rethinking your spa ’ s retail strategies .
Adaptability is Critical
Chernova not only shared her own wisdom with Shine On attendees , but she also paraphrased Charles Darwin , reminding us that it ’ s not strength or intelligence that leads a species to thrive , it ’ s adaptability . Whether that means replacing traditional skin care consultations with virtual versions or offering guests new ways to order and receive products , spas that can adapt to shifting circumstances are likelier to succeed .
“ Home ” is Not a Four-Letter Word
Many spa-goers are now more interested than ever in continuing their spa routines at home . Spas shouldn ’ t worry , however , that at-home care will replace their services . Panelist Jamee Taylor of Tricoci Salon and Spa shared that her message to guests is simple : “ Wellness doesn ’ t wait for vacation .” By personalizing product recommendations for at-home maintenance between spa visits , spas can play a key role in keeping everyday wellness at the front of guests ’ minds .
Strategize Around Pricing
“ Know thy guest ” may seem like basic advice , but by recognizing that different guests are going to be drawn to items and product bundles at different price points — and reflecting that in the way products are arranged and promoted — spas can better meet guests where they are . A clear pricing strategy can also help service providers facilitate retail sales by providing a more obvious path from the types of treatments a guest has booked to the products they may want to take home .
Relationships Drive Retail
Because ( almost ) any product can be had with the tap of a screen , it ’ s easy to worry about certain gigantic online retailers . But , as panelist Jim Root of Mii amo pointed out , “ Amazon is a transaction . We ’ re a relationship .”
Spas provide personalization , education and connection that no algorithm can match , and fostering those close ties , even if it ’ s happening through a bi-weekly email featuring meditation tips , is essential . Drive those feelings of relationship and community , and transactions will follow .
Reason , Season or Lifestyle ?
Chernova encouraged attendees to think of spa-goer purchases as falling into one of three categories and crafting your messaging to guests in a way that speaks to what is motivating them . Those categories ? Reason ( the guest needs the product because it solves a specific problem ), season ( changing weather or habits necessitate the use of a new item or product ) and lifestyle ( the product is consistent with the guest ’ s overall goals , values or identity ). n
TANYA CHERNOVA is a voice of inspiration , empowering people worldwide as a celebrated speaker , author , mentor and business expert using her guiding principles “ know your power , live your purpose , ignite your passion and fuel your profits ”
Members can find the full recording of Tanya ' s Shine On session at experienceispa . com
54 PULSE ■ JANUARY / FEBRUARY 2021