January 2011:Facing Pages 14/12/10 13:13 Page 45
retailing: st. valentine’s day
St.Valentine’sDay is the perfect time tomaximise your sales with themed treatments, retail gifts and spreading a little love!
StValentine’s Day is a time to show people we care about how much we love them, treating them to special gifts and romantic outings.
It’s also a great time for retailing, targeting those who are looking to pamper and spoil their special someone.
Nic Coomber,Managing Director of Beauty Concepts International, agrees: “Valentine’s Day is an important sales opportunity with both sexes looking for something personal, unique and intimate to share on or around this special day.”
Salons and Spas can use this holiday to make the day really special for their clients, offering gift packages and treatments to suit every budget and client.
“Marketing forValentine’s Day should start mid January in order to catch the early birds and to raise awareness,” adds Nic.
gorgeous gifts
Laura Carrick, National Sales Manager for Environ, says: “Skin care gifts that couples can share go down really well.”
“Put together and display a romantic massage kit for use at home, including lush bath products, a body oil and
candles...This will sell well to women and men.”
Both men and women like the ease of buying a ready-made gift set without the worry of matching certain products to suit a specific person or occasion.
If you do not have any packaged gift sets to retail, think about creating your own!
Angela Joseph, Sales TrainingManager for Dermalogica, suggests: “Why not make up your own gift sets, wrap them professionally with tasteful ribbon.”
tempting treatments
Consider changing your regular treatment menu to addValentine’s twists to entice customers. If there’s something new and exciting on offer, it will grab their attention and mean they are more likely to purchase for a loved one.
“By offering something a little bit different, ranges of products and treatments which are not available everywhere and taking a traditional approach to professional service and treatments, are often the best selling points and will generate repeat business,” advises Nic.
“Valentine’s Day always makes people think of romance, chocolates, champagne and roses. So any treatment that incorporates all of these will be successful.”
Why not add a twist by using sensual products infused with chocolate in your existing treatments, for the ultimate aphrodisiac!
targetmen
Targeting men forValentine’s retailing allows you to offer them a one-stop shop solution for all their gifting needs.
Emma Doherty, BrandManager for Jane Iredale, says: “Men love the easy option, so vouchers really appeal to them as
gifts.Men like to feel they’ve got good value too, so an offer like ‘buy a treatment voucher and get a free product’, or vice versa, has greatest appeal.”
To get men into your salon or Spa, clearly advertise in the window or outside the premises the treatments and products you are offering.
“Broadcast your news with anA-board outside - BuyYour PerfectValentine’s Gift Here,” says Emma.
Laura adds: “Men go for gifts that shout out romance at first sight! Put clearly defined ‘hearts and flowers’ gifts on the reception desk and they’ll buy them.”
his and hers
‘His and Hers’ packages are ideal for couples who want to spoil each other on Valentine’s Day, and be able to share the treat together.
“Packages of treatments for both him and her work best within Day Spas,” advises Nic. “This gives every couple the chance to enjoy the experience of total relaxation and pampering together with the added facilities of swimming pool, sauna and fitness suites. These packages often include facials, manicure, pedicure and massage.”
Laura agrees: “Men love to buy gift vouchers, so target them with a voucher for a couple’s treatment - such as a massage they can have alongside their partner. In a Spa with wet facilities, offer a pampering mud treatment where the couple can have fun applying mud to each other!”
“Everything you do should be focused on gaining clients, retaining clients, increasing services and finally increasing retail,” saysAngela. “Let’s work smarter in 2011 not harder, by not forgetting what we do and why we are doing it.”
Turn the page for a selection of red hot gift ideas to get your profit soaring this StValentine’s Day . . .
GUILD NEWS 45
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