Whatchu Gonna Do With All That Shelf?!

Merchandising in your spa can seem like an overwhelming task, but once you get down the basics you will become a pro in no time!

Merchandising is how you display your retail products to sell. Understanding the basics can really help boost your retail shelf traffic and purchases. We are going to die right in and give you the tips so you can implement them in your spa today.

1.) Have an easily accessible, clearly defined retail area.

We have seen too many spas that had the opportunity to build out their space waste too much energy and money on a front desk or how they want the decorations to look without putting serious thought in to the utility of their retail space. If you have the luxury of building out a space or even if you are able to only move around shelves, it is important to recognize the flow of a client through your spa.  Are they passing the product on the way to the front desk. And never seeing it again? Are they able to try testers or shop your retail shelves without feeling like they are in the way? 

2.) Make Your Products Accessible.
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It is really difficult, as a consumer, to have any sort of experience with a product, if that product is behind a glass case or barrier of some sort. We understand that your inventory was a big investment, but putting up a barrier of some sort tells your customers two things. First, you don’t trust them. Second, you don’t want them to touch your stuff, which equals don’t buy my stuff.

3.) Signage Clear

New customers do not want to have to ask where something is or what it is, there should be information (that is not over crowding) that allows your shopper to understand what the product is and what it is for. You can use the right signage to draw attention based on season to a product line or announce your latest promotion

4.) Move products around

Moving products so they “take turns” in prime Realestate on your shelves is a great way to make sure you have a balanced inventory flow. Studies have shown that through out retail, moving products to the prime locations on your shelves, or featured places you may have has increased the sales of that item by 25%

5.) Limit Distractions

You want your customers to have a meaningful experience with your product. Take a step back and look over your retail area. Make sure that there are not too many distractions. Things like over decorating, or too many “try me” signs. You want to welcome customers to try and experience at the same time not overwhelming them.

6.) You are Sculpting Your Brand

While you are taking that step back to look out for any potential distractions, take a really good look at the overall layout of your shelves and the entirety of your spa. Is this layout truly reflecting of your brand or what you want your brand to be? We get it, its not always perfect and you have to work with what you’ve got sometimes. But really taking the time to make sure that the entire experience a customer has with your brand is through line. They can know what to expect from your website, to your waiting area, to your facial rooms to shopping your retail shelves.

Taking the time to really think this out and truly deploy a successful merchandising campaign is worth it. Understand that you will probably not get it perfect….ever. But you can always improve, change things up and try a different starter as you go. Make sure you pay attention to what is working and what isn’t so you are not just spinning your wheels.

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