AffiliationUniversity of Derby
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AbstractRetail sales can contribute significantly to a spa’s revenue, however, many spas do not realise their full retail potential. This chapter presents strategies to maximise retail sales, including: brand selection, brand ambassadors, incentives, training, retail design and visual merchandising to provide a tool kit for success. Consideration is also given to the importance of integrating retail throughout the entire customer journey. A case study is presented at the end of the chapter to encourage the application of knowledge. Selling experiences is seen as the principal function of a spa (Wuttle and Cohen, 2008), nevertheless, retail and other sales such as up-selling and link selling can all make significant contributions to a spa’s revenue. In exploring approaches to selling, the benefits of, and barriers to, selling are presented as well as strategies to maximise sales. The chapter is therefore essentially a more practically based one, but needs to be read in conjunction with the chapters on consumer behaviour, guest service and journey and marketing spas.
CitationBuxton, L. (2017) ‘Selling the total spa product’. In Rawlinson, S. and Heap, T. (Eds.) 'International Spa Management: Principles and Practice'. London: Goodfellow Publishers.