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spa
retail
HEALTH
CLUB SPA
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& D
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Once operators have created the desired health
club spa ‘experience’, how can they maximise
retail sales off the back of this?
JUSTIN BERNI HAWKINS
MUSGROVE SPA CONSULTANT The importance
SPA DIRECTOR, of the consultation
BANNATYNE process should never
R
etail is made S
implicity is the name of the game.
Work with your product house
to have only the services and be underestimated.
possible in retail that works for you – sometimes Too often we only ask
the first instance through the less is more. It’s not necessary to offer medical-type questions, or questions that
correct product house selection. If you vast choice, listing each ingredient in clients answer as they feel they should,
get this wrong, you simply won’t retail. every product and what they do. In rather than necessarily truthfully – how
Meeting the needs of your client base is fact, clients tend not to understand much water do you drink, do you smoke,
fundamental to successful retailing. what they need anyway, and will find an do you have a skincare regime etc.
Training of the therapy team is also key. extensive retail area intimidating. They However, if we use the consultation to
Homecare is an essential part of providing rely on their therapist to recommend focus on positive aspects, understanding
a thorough service, so commercial products; when professionals don’t do the lifestyle of the client and why they
training is vital. Providing a good this, because they feel it’s a hard sell, it may do the things they do, this changes
commission structure and challenging actually causes the client confusion. the tone and the client feels positive
KPIs are our secret to good retailing. I would currently gauge an industry about the experience they’re about to
standard conversion of retail at 15 undertake, rather than feeling they’re
per cent of the headline treatment on the ‘naughty step’. Having built up
rate. However, as a client, I’m always positive rapport and trust between
sorely disappointed if I don’t receive a client and therapist, recommendations
recommendation, as I feel only half the of homecare/retail will come more easily.
job has been completed. Massage is still the most popular and
Not only that, but recent research profi table treatment, yet the majority
from the US shows that, where of therapists say it’s not possible to
treatment appointments slip from once retail from massage. This is incorrect.
every four weeks to perhaps once every Clients want to prolong their post-
six weeks, retail sales go up – especially treatment feeling, and most product
on products that prolong results. If ranges have a retail item that can
therapists don’t recommend home continue treatment of the customer’s
care, the great results achieved within a ‘need state’. This is also true of facials.
service are not continued through use of The level of retail sales ultimately
AHL homecare products and consequently the comes down to thorough treatment and
results don’t last. At this point, a client product knowledge training, ensuring that
can become confused as to whether the the therapists believe in the products
treatment actually had value. and can recommend confi dently. Taking
.COM/ANNE ST
training one stage further and helping
T
O
Sweet smell of success Selecting therapists understand the personalities
the right product house for your of their clients, and how they like to be
OCKPHO
brand is key. Get this wrong and communicated with, can further build
©IST
you won’t retail, says Musgrove confi dence and thereby sales.
70 Read Health Club Management online february 2010 © cybertrek 2010
healthclubmanagement.co.uk/digital
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