Repêchage, an international skincare company and manufacturer, hosted its annual networking Champagne Power Lunch this week at its headquarters in Secaucus, NJ. At the lunch, 100 guests were greeted with champagne and a holiday shopping event featuring the new Repêchage Fusion Face Masks and Repêchage holiday gift sets. Repêchage also provided seminars covering a range of topics to improve business in 2017. Guest speakers for the seminars included Lydia Sarfati, founder and CEO of Repêchage; Dori Soukup, CEO and president of InSPAration Management; Lois Christie, CEO and president of Christie & Co. Salon & Spa (Bayside, NY); and Lauren Snow, director of membership for Associated Skin Care Professionals. Sarfati discussed strategies for growing spa retail business. “Success in 2017 will be about effective retailing, rethinking how to market your spa and services to clients, and maintaining your best employees,” says Sarfati. “DataMonitor predicts the facial masks category to have a $7.4 billion dollar market value by 2020. With the rise of this sector in the skincare industry, it is important to take advantage of the retail opportunities this presents for your business. After all, retail should account for 30 to 50 percent of your net profit.”
Here are Sarfati’s tips on how to sell retail.
- Don’t sell to clients, educate them.
- Ask clients what their concerns are and listen to their answers so you can help make the right choice for them.
- Be a true believer in the line you sell.
- Exclusivity is key to retailing in a spa or salon. Salon brands should never be sold in mass market.
- Keep your retail shelf organized and clean.
- Stop discounting and sampling products. The best return on investment is to provide gift with purchase (GWP).
- Use social media to educate your following and remind them of their next facial appointment and refill at-home products.