Having been exposed to the workings of cosmetic retailer SpaceNK and hi-tech skincare brand Colbert MD in the last 18 months, my perception of retail has been turned upside down and inside out. I’ve spent time on the shop floor watching, listening and learning about body language, terminology, confidence and – most importantly – how to close a sale.
I’ve learned that sales people are essential if spas are to drive retail and I was pleased to see Steve Jeisman, group spa director of Alila, touch on the subject in your last issue too (see SB14/4 p40). Sales people can up-sell services at the point of check-in and bring expertise in all areas of retail to ultimately understand what the customer wants and to get them to buy something. And they’re not deterred or upset by rejection or the word ‘no’.
My experience has brought home to me the importance of recruiting the right people and matching them to the right roles. I know, how many times have we heard this? But to make a difference, operators need to identify the strengths and weaknesses of their team, especially where retail and up-selling is concerned.
Make a conscious effort to ensure that each member fully understands their role in the retail journey. Let them try products as a ‘seeing is believing’ approach is essential in the recommendation process. Finally, offer training and instil confidence, set targets and share retail budgets. Most of all, make retail part of your everyday spa concept: live it, feel it and believe it!
Contact Helen Merchant
Email: helen@helenmerchant.com