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How The Pandemic Revealed the Importance of Retail
WHEN THE COVID-19 PANDEMIC STARTED in March , spas were forced to unexpectedly shut down . A few months in , spas were still only allowed to operate at limited occupancy . That has provided obvious challenges from a revenue standpoint , but it opened the door for creating more revenue streams .
Soon enough , spas began to discover that retail is a way to continue making money , even during uncertain times . Even if there is another shutdown , spas have discovered they can still have a virtual storefront and do virtual consultations .
But in terms of creating an effective retail space , it isn ’ t as simple as slapping a bunch of products on the shelves and hoping they sell . Spas should focus on the display , training and goals so that retail becomes the asset it can be .
When constructing a retail space , make sure the shelving is clean and stocked , there is clear and bright lighting , the retail is at buying height and there is no clutter .
In terms of training , it isn ’ t enough to just know information about the product . The key is to provide an accurate consultation , educate the client , set expectations for yourself and your staff and develop processes that are followed every time . As with anything , practice makes perfect . And lastly , set realistic goals that you can strive for . While retail may have been overlooked before the pandemic , its value is clear now . Curly Willows Spa in Virginia , for example , used the shutdown as an opportunity to improve its retail space , featuring products from Sorella Apothecary .
“ We made a lot of changes to the spa , including adding a brand new treatment room , installing beautiful floating shelves to further accentuate our Sorella product line . Not only did we make physical changes , I also took the time to go through all
“ While retail may have been overlooked before the pandemic , its value is clear now .”
the amazing tools and resources Sorella has to offer . We took a close look at the services we offer when it comes to skin care and facials and made some adjustments to feature what we thought would provide the most value to our clients .
When a spa partners with Sorella , it gets resources like a consultation guide , product recommendation guides , product brochures , samples and retail shopper bags . It also receives training about communication techniques to entice clients to buy in the spa , rather than over the counter .
Sorella ’ s services provide opportunities for revenue through the rest of the pandemic and beyond . n