Patti Biro, owner of Patti Biro & Associates, shares insight on creating a retail display that captures the guest’s attention and drives retail revenue.
I am frequently asked how a spa can create a retail display that captures the guest’s attention and drives retail revenue. Many are intimidated by trying to create fresh retail displays, let alone changing them monthly. And monthly refreshes and changes are the gold standard for a vibrant retail area.Your retail displays can gain a competitive edge with some simple elements that you can use as you plan and create your retail display areas every time, every display.
Following these guidelines will drive retail conversations and sales:
1: Purpose: Of course you want to generate retail revenue, but the purpose of a retail display should be immediately clear. You might want to focus on product ingredients like tea tree oil or resveratrol. Another way to show purpose is to highlight a particular solution. You could create a display of all your cleansers rather than just focusing on a single brand. You can also use a retail display to highlight a new product, make gift suggestions for a holiday, or promote a little “self-gifting.”
2: The 80/20 Rule: A visually pleasing retail display focuses on 80 percent products with 20 percent white space or props. Don’t overcrowd the shelves with too much product or you may look like a wholesale warehouse. Entice, but don’t overload, and remember that humans find odd numbers of products most satisfying. White space is simply open area with no products. It provides some visual contrast that gives the eyes a rest!
3: Prop it Up: Nothing creates excitement like some colorful props to help tell (and sell) the retail story. The props should be part of the vignette or narrative of the retail display. For example, if you are highlighting summer products you can accent the display with flip flops, sand toys, or even coconuts!
4: Eye Level is Buy Level: The retail shelf that is at eye level with your average guest is the most powerful location in the display. Try to build from the bottom of your space up to that eye level point. Always place bulky or heavier products on lower shelves. If you can build the display items to form a triangle with the peak being just above eye level that is a winner!
5: Communicate: You may have heard the term “shelf-talker” but not been clear on what this is. In retail, shelf talkers are frequently called silent sales people, as they provide information, pricing, and recommendations for guests who are browsing your retail areas. Shelf-talkers can be paper if put in an attractive frame, or even digital. The purpose is to share and educate the guest on what the product is and how to use it.
If there was one other great tip I could share, it would be to think about every location in the spa that is a potential retail opportunity. This includes guest bathrooms, changing or locker areas, hallways, and of course, treatment rooms in addition to your designated retail areas. Think outside the box and you will be rewarded with retail success!
About Patti Biro
Author, consultant, spa cheerleader, and coach, Patti Biro has more than 25 years in the spa and wellness industry. She is a frequent presenter at spa industry trade shows. She is a frequent contributor to trade journals in the gift, spa, and resort industry. Patti is the owner of Patti Biro and Associates, a boutique consulting firm located in Texas. Contact Patti at www.pattibiro.com. and [email protected].
You can also meet Patti and attend her educational sessions at the upcoming International Esthetics, Cosmetics & Spa Conference in Las Vegas.