Retail Management for Spas:
The Art & Science of Retail

Table of Contents

Chapter 1: The Art and Science of Retail

Importance of Retail
What is Retail?
Retail Partnerships

Chapter 2: Retail Planning

Great Plans = Great Results
Key Elements that Define a Retail Plan
Synchronizing Retail with Spa Philosophy
Retail Trends
Who are the Spa’s Customers?
Creating Retail Classifications
Sales Planning
Compensation

Chapter 3: Purchasing

Purchasing Strategies
Vendor Selection
Vendor Partnerships
Private Label

Chapter 4: Inventory Management

Supporting the Plan
Basic Retail Management
Advanced Retail Management
Manual Recordkeeping
Shrinkage

Chapter 5: Evaluating Financial Performance

Retail Sales Percentage of Total Spa Revenue
Retail Sales by Merchandise Classification
Retail Sales Per Ticket
Retail Sales By Therapist
Retail Markdown Percentage
Retail Sales Per Square Foot
Cost of Sales Percentage
Inventory Turnover
Spa Retail Budgeting

Chapter 6: Sales and Service

Sales is Part of Service
Occupo Vendito—Seize the Sale
Effective Selling
Education and Training for Effective Selling
Value-Added Customer Service

Chapter 7: Visual Merchandising

Basics of Store Planning and Floor Layout
Presentation and Display for Skin, Body, and Beauty Products
Presentation and Display for Apparel and Apparel-Related Products
Presentation and Display for Gifts and Accessories
Merchandising Tips: Putting It All Together

Chapter 8  Marketing

Why Do Marketing?
Preparing a Marketing Plan
Delivering the Message
People Make Marketing Happen
Putting the Plan Into Action
Marketing Promotions
A Year of Promotions
Evaluating the Spa’s Marketing Efforts

Chapter 9: Spa Retail Opening

Six Months From Opening
Four Months From Opening
Two Months From Opening
Four Weeks From Opening
The Final Countdown