Research shows humans process
information more quickly when there’s
a story with it. This silent salesperson
can elicit an emotional response from
the thought of using the products, or
telling the story of purpose for the
products, or even selling a lifestyle by
choosing the products.
If you have a retail section in your
spa, it is time to put on your visual
merchandiser cap and start thinking
like a pro. You will need an open and
creative mind, a small budget for a
retail refresh and some thoughtful
work to get your spa’s retail area in
1. Seek Inspiration. Whether you start with
Pinterest, or make several stops at
different retailers, isolate what
draws you to particular displays
and take notice of what you do not
like. Recognize the various design
elements used and how props are
integrated. Decide what you can
incorporate into your own space.
2. Identify Your Area. Look at your retail/checkout
area with fresh eyes and pretend
it is empty. Now is a good time to
re-evaluate to make sure you are
making the best use of your space.
Identify what clients see first. How
do you want to use the area? What
is the story you want to tell? Try
rearranging your retail furniture and
general layout until you feel confident
in the placement for this floor set.
3. Make a Plan. Decide which products are
most valuable to sell, which products
are complementary to the most
important ones and which need more
attention. Then, build your strategy
around these items. Sometimes
drawing out your plans and erasing
can be more efficient than physically
moving product around. Also,
consider supplies needed, and how
you want to display your products.
4. Start Fresh. Take all the goods off the
shelves and give the shelves a wipe
down and dusting. Be sure to look
underneath and behind shelves, too.
Before placing any products back
onto your shelves, decide if the shelf
itself should move, and then wipe
off every product to ensure it is also
free of dust. Remember, you can
move products around.
5. Create a Hierarchy. Put your most important
product promotion at eye level
in the center of the display
(that’s what grocery stores do).
These products should be your
most profitable or most valuable
products. Build around them.
6. Keep It In The Family. Try grouping like products
together. It can help increase
add-ons and whole-line purchases.
Generally, product lines design
their packaging by concern, so it is
esthetically pleasing to the eye to see
similar items grouped together. It
also makes it easy to talk to clients
about the products that address their
concerns if they are in one spot.
7. Less is More. Just because you have 10 of the
same eye cream, does not mean you