“Selfie stations, demos, prepared and
briefed consultants all provide a way for
customers to experience your spa in a
new and fresh way.”
You could also consider setting up interactions within your
retail space. Selfie stations, demos, prepared and briefed
consultants all provide a way for customers to experience
your spa in a new and fresh way.
subscribe and cultivate
Subscription services are another way to nurture the
relationship with the spa goer. At each treatment and sale,
you need to be getting your clients’ email address. This way
they can be informed of any specials at the spa as well as
new retail offerings. You should never underestimate the
power of a robust email list.
Brands, especially spa brands, have loyal fans. Even if they
can’t get to the spa, they like to remember and brag about the
spa experience. Use this to your advantage by leveraging your
brand at retail. To do this, you need to be cultivating your
cult-following and engage them year-round through social
media, email blasts and direct mail pieces.
In conclusion, stop avoiding Amazon. It’s the big, bad
wolf that isn’t going anywhere, but with a carefully thought
out plan-of-attack, you can conquer this beast, whether you’re
a spa or resource partner. n
NaNcy trENt Is a writer and speaker, a lifelong health advocate, a globe-trotting trend watcher and the
founder and president of trent & company, a New york-based marketing communications firm with an
office in Los Angeles. trent & company grew out of Nancy’s personal commitment to helping people live
longer and healthier lives. A former journalist for New York Magazine, Nancy has written seven books on
healthy lifestyles, serves on the editorial boards of several magazines and travels around the world
speaking at conferences and trade shows on trends in the marketplace. She is a recognized expert in PR
with more than 30 years of experience creating and managing highly successful campaigns. Nancy can be
reached at 212.966.0024 or through e-mail at [email protected] or at trentandcompany.com.
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