SpaExec Arizona, Top Spa Executives Discuss Cutting-Edge Marketing and Retail Strategies
More than ninety spa executives met at Sanctuary on Camelback in Paradise Valley, AZ on August 8th for SpaExec's third regional meeting of 2007. The focus of the event was on marketing and retail sales in the luxury resort environment. The evening kicked off with networking and a product showcase from SpaExec's sponsors, moving onto brief presentations and round tables. Guests finished the evening at a cocktail event featuring Asian pear martinis and spa apps from celebrity chef Beau MacMillan.
Petaluma, CA (PRWEB) September 13, 2007
More than ninety spa executives met at Sanctuary on Camelback in Paradise Valley, AZ on August 8th for SpaExec's third regional meeting of 2007. The focus of the event was on marketing and retail sales in the luxury resort environment.
"The meeting was very informative and the SpaExec team is magnificent," said Vel Mathews, Director of Spa Operations at The Retreat at Seven Canyons.
"An outstanding event with quality speakers and products represented," said Jill Eisenhut, Spa Director at Willow Stream Spa at The Fairmont Scottsdale Princess.
The evening kicked off with networking and a product showcase from SpaExec's sponsors, moving onto brief presentations and round tables. SpaExec sponsors Dori Soukup from Pevonia, Liz Verbruggen from Aromatherapy Associates and Erich Worster from Anakiri Bioenergetic Skin Care presented cutting edge online marketing strategies. Guests finished the evening at a cocktail event featuring Asian pear martinis and spa apps from celebrity chef Beau MacMillan.
Pevonia's Dori Soukup presentation stressed the importance of establishing key performance indicators such as breakeven point, revenue capacity, volume per guest and call to reservation ratio. From Aromatherapy Associates, Liz Verbruggen shared retail sales strategies such as maximizing the location of the retail space, avoiding cluttered displays and unclear packaging. Anakiri's Erich Worster discussed online marketing in addition to moderating a roundtable discussion focusing on the need to maintain integrity through pricing on products and how to work with vendors to accomplish consistency.
With such a highly sophisticated group of spa directors, the roundtable discussions uncovered some useful marketing and retail sales strategies. Recommendations to improve retail focused on the dependent nature of sales and marketing efforts, the importance of therapist "buy-in," and the need to work with your vendors to create convenient ways to reach to satisfy the end-customer.
Here are some highlights:
Develop Multiple Marketing Touch Points: Tell a continuous product story throughout not just the spa but entire property. From point of purchase displays and product-line supplied art to complimentary in-room gift sets at the resort that direct interest to the spa retail boutique.
Sales Begin in the Treatment Room: It is critical to educate therapists that providing clients with retail product information and recommendations is really just completing their prescription for health. As the therapist is the one most familiar with the client's body and specific needs, they should be the ones initiating the sale.
Invest in Retail Sales Associates: The retail sales associates and spa receptionists are the front line ambassadors to the spa and its retail space. They are primary elements to the success or failure of a viable sales floor and should be given ongoing product and customer service training along with a sense of ownership.
Develop on-line sales capabilities on your website. Many people will purchase the products recommended from the spa where they received a memorable treatment, even if they don't live in the area, as long as they can easily do so on-line.
Ask your Vendors to Drop-ship Specialty Items: Depending on shelf and inventory space issues, investigate product-lines that offer automatic ordering. The guest purchases in-store and the order is fulfilled and shipped by individual company immediately to their home. Saves inventory space and frees guest from having to pack larger items.
SpaExecs final event of 2007 will take place at Balboa Bay Club in Newport Beach on Thursday, October 25th from 4:00pm to 7:00pm. The focus of the event will be on spa industry education and career path opportunities for spa professionals. In addition to Orange County spa executives, directors and managers from luxury properties in Los Angeles, San Diego, and Palm Springs will participate in the event.
About SpaExec
SpaExec (www. spaexec. net) is the Business Support Network for Spa Executives. SpaExec provides spa directors and managers from the resort, hotel, and multi-unit sectors with regional events, a monthly email newsletter, and an interactive website with breaking news, articles and podcasts from top industry experts, and a mentor program where "up-and-comers" can interact with seasoned spa professionals. For information on how to join this invitation-only organization or participate as a vendor partner, contact Nancy Griffin.
Contact:
Nancy Griffin, Managing Director
SpaExec
23 Park Avenue
Petaluma, CA 94952
Tel 707.773.0382
Cell 415.987.0012
Www. spaexec. net
# # #
