OPINION
GHISLAIN WAEYAERT International director of spa activities, Clarins
Clarins launched its day spa concept in 2002 and now has 161 sites: 46 stand- alone, 101 in department stores and 14 boutiques – plus 60 hotel spas. While in most spas less
than 10 per cent of sales are retail, and sometimes only 4 to 5 per cent, a Clarins’ day spa manages an average 20 per cent product sales point and our most successful Parisian branch has even achieved a 40/60 per cent product vs treatment split. Hotel spas can face a hurdle in retail sales.
As the profi t and loss of the spa is oſt en linked to that of the hotel, the impact of retailing can be less apparent and easy to address. How-
ever, our hotel spas still generate an average 20/40 products vs treatment split. It’s our strong brand name that primarily
promotes retail sales within the spa setting, as it makes customers feel secure. In the same way that a patient trusts the medicine pre- scribed by a doctor, our customers trust the products recommended by our therapists. Gimmicks are oſt en used to sell spa prod-
ucts, but such techniques fail to earn a trusting customer base. Belief in the merits of a skin- care brand is built up over time and companies able to do so should be successful at retail- ing. From our retail experience in department stores, we’ve also found that special off ers, promotions and loyalty programmes boost sales. T is strategy has incentivised regular product purchases in our spa setting. Another primary selling point is our concept
of a spa journey, which focuses on providing customers with a skin analysis consultation to help determine the most suitable product
MAGALI MARCO Spa development manager for Europe, L’Occitane
In our spas, there is a 30/70 split between our retail vs treatment sales, compared with an industry average of just 8/92 per cent. But, despite these high product sales levels compared with many competitor spas, we aim for a 35/65 split. T is level is attainable via training and our successful incentive scheme which fi nancially rewards our therapists based on their product sales. Specifi c sales scripts are given to our ther-
L’Occitane’s large façades attract customers 90 spa business handbook 2011
apists to help them close a sale before the customer leaves the treatment room. But
for the treatment being given. A ‘prescription’ is then provided to promote a retail purchase on leaving the spa. T is method is similar to a patient attending an appointment at a medi- cal clinic to discuss their healthcare needs and being provided with a prescription for pur- chase at a pharmacy. It is a concept that people are familiar with and have trust in. T is concept is strengthened by our expertly
trained therapists, further driven by commis- sion and giſt schemes related. One challenge we’ve faced when promot-
ing product sales within a spa has been price positioning. It is vital that we ensure that our customers pay the same amount and receive access to the same promotions in a spa setting as in a department store. Likewise, Clarins pro- motionals must also provide the same value. Waeyaert joined Clarins in 2008 to grow its
spa portfolio. Previous to that, he was in charge of international development at Carita, Decléor and Comfort Zone. Details:
www.clarins.com
our main concentration is selling products on a customised consultation, rather than on a hard sales technique. T e recruitment and training of our knowledgeable sales advisors is important, while our sampling policy allows customers to try out products. A prime real estate location with high cus-
tomer traffi c has been key to our success. Our large façades and monthly updated window displays attract customers. Tables highlight our best-selling products and our ‘giſt y’ mer- chandise leads to impulse buys. Our retail area is close to reception and we utilise the best practices observed in high street store mer- chandising, but adapted to make it more ‘Zen’ and attractive, with less items on display. L’Occitane launched its fi rst spa in 2001 now
has 35 spas worldwide, including spa partner- ships in hotels, mostly in Brazil, Asia and France. Details:
www.loccitane.com
www.spahandbook.com
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