IN THE MOOD TO SHOP

Stores invest a great deal of time and attention in determining the best way to design floor space and shelving to create the optimal customer experience. Research shows that understanding customers' motivation for visiting your store should affect its design.

Customers who see shopping as a form of recreation, something that is fun, prefer highly arousing environ- ments. This might include warm, saturated or bright colors, fast-paced music and complex layouts that provide lots of product stimulation. These customers won't mind if you frequently reorganize the store's layout and displays.

Shoppers who arrive with a clear task in mind such as buying a specific item prefer a more subdued environment. They don't want to be distracted from their mission. These customers prefer simple merchandise presentation and cooler, less saturated colors such as light blue.

How do you satisfy both types of customers? Wall color and overall layout are the elements most difficult to change, so design these to create moderate arousal. Use more stimulating elements such as background music when customers are likely to be recreational shoppers, such as on weekends. If the type of shopper varies by department, design each area so that it complements the reason most shoppers go to that section.

The Po!nt: Contented customers buy more. When creating or changing the décor of a store, it is important to consider the type of customers who frequent the store and their primary motivation for shopping.

Source: "When Should a Retailer Create an Exciting Store Environment?" by Velitchka D. Kaltcheva and Barton A. Weitz, Journal of Marketing, 2006.

Green Tea Oil-Free Moisturizer 2.5oz

This ultra-light, greaseless moisturizer helps reduce that dehydrated “tight feeling” without oils. It provides excellent hydration to balance and nourish the skin as it delivers a healthy glow without the shine.

Formulated with emollient plant extracts, natural vitamins and anti-oxidant ingredients, this non-comedogenic formula is light, oil free and easily absorbed. Mildly astringent, Green Tea Oil Free Moisturizer helps balance and absorb excess oil, providing a younger looking, firm skin tone.

ELLEN'S BUSINESS TIPS FOR SPRING: Differentiating Yourself

Creating a “personality” for your spa and for your private line of products will require that you use several techniques to give you an advantage over your competition.

Your aim should be to associate your brand (meaning your salon and product line) with one that enhances your clients’ individual aspirations and goals.  If your spa is recognized as superior you have a real advantage, but few salons are in this position.  Most find that differentiating themselves is challenging. 

The key to gaining the competitive advantage is not just to uncover the differences that you and other spas have, but also, in identifying the things that your customers value, which can be things that you take for granted. 

Sometimes it is the little things that count such as the fact that you give them coffee while they wait, that you give samples, that you have a quiet, easy-to-park, location, that your staff is friendly and calls them back quickly…the list goes on and on, but you will not know if you do not ask. 

The aim is to have a “customer-centric” approach and continue to ask your customers for feedback.  One way to do that is by developing a front-desk questionnaire that takes just a moment or two for your clients to rate from 1-10 what they like most about your spa and/or products.  This will help you create an advantage over your competitors. 

Example:

Thank you for visiting our spa.  In order to continue to exceed your expectations and meet your needs, we would love your feedback.  Please rate between 1-10 the following (1 being the least, 10 being the most) of why you have chosen or continue to visit our spa. (List the 10 things that you feel your customers value the most and see what you find out.)

• Personal Service from our Trained Staff
• Close to work/home
• Products we offer
• Ambiance and relaxing environment
• Complementary samples
• Variety of facials we offer
• Friendly Staff
• Monthly Specials
• Variety of Clinical Facials
• Body Treatments

Think about ways you can strengthen your brand message with the right images, specials, events, products, etc. and speak to what they love most about your business and that you understand their needs.  Product value is a relative perception.  The cosmetic counters at the department stores are a great example of “product perception”.  They spend untold thousands of dollars focusing on great displays, and images that speak to the aspirations of women aiming to look and feel more beautiful, younger, affluent and happy. 

Think of ways you can do that too.  If you are not a visual merchandising pro, hire one.  You can find them everywhere, and have them come in quarterly to refresh and reinforce your marketing message and goals.  They can be extremely helpful in bringing your private label products to life….and that is money well spent…because clients buy with all their senses. 

Skincare products do not sell themselves, whether it is your private label line or branded products.  Focus on growing this part of your business, and make include it in your marketing plan.  Make it number one for spring and summer, and your return on investment will be amazing.

YOU ARE IMPORTANT TO US

We are always looking for ways to improve our services. Please let us know if there is a topic of interest you would like to read about which would be helpful to you.
E-mail Barbara@globalbeauty.net with your ideas or comments.

ELLEN'S BEEN READING...

The E-Myth Revisited: Why Most Small Businesses Don't Work and What To Do About it

This is a must read for all of you spa owners that are overwhelmed with growing your business. This famous book, written by Michael Gerber will help you learn how to spend more time "on your business", rather than "in your business".

Even as a skincare manufacturer now, I am amazed at how this book helps me remember that I need to continually evaluate what my true job is in the company, and how best to create systems within the organization that will make the business operate at its best. This is also a great read for your spa director or other key management personnel that must understand and support your goals.

Enjoy! Ellen