How Do You Make Your Retail Area Stand Out?

By Guest Blogger | Sep 13, 2010

“Here at The Fairmont Southampton, Bermuda, we have been very successful so far this year and have increased our retail sales by 65 percent over last year. When it comes to retail, I think the basics are most important. You need to have clean, neatly organized shelves everyday. You need to ensure all of your retail items are restocked daily. Simple things like items missing a price tag could result in a lost sale. Product testers on the retail shelf also play an important role, as customers like to touch, feel, and smell the products they are interested in. Here at the Willow Stream Spa, we like to give an added touch of personalized service. Following each spa experience, our therapists will place a small tray in the retail area with products personally chosen for each client. Retail areas can sometimes be overwhelming and intimidating with lots of products from which to choose. The personalized retail trays make it easy for customers to find the products recommended for their needs. Finally, success comes from creating a retail culture within the spa team. Retail needs to be talked about everyday and encouraged with all staff members. Also, be sure to celebrate your successes.—Kenneth Ryan, executive director, Spa & Leisure Operations, Willow Stream Spa at The Fairmont Southampton (Bermuda)


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