Spring Into Profits
As spring emerges from the shadow of Old Man Winter, it
brings with it a sense of renewal and hope. This issue of SPA 20/20™ does just
that and provides you with a platform from which to spring into added profits. The issue is packed with tools to help increase your bottom
line by adding services, increasing retail and identifying your customers.
Consumers have become increasingly knowledgeable and selective
about the spa services they purchase, and spas are finding they must distinguish
themselves to stay competitive. However, it is no longer good enough for a spa
to simply provide a service, new or tried and true; the service must deliver as
promised, otherwise the business stands to lose reputation and revenue in a
hurry.
For spas that understand this concept, evolving technology in
non-invasive equipment and techniques has created new potential for client
satisfaction and profit. Our cover story on page 26 examines how spas that can
capitalize on the popularity of non-invasive treatments by incorporating
equipment and topical formulations can introduce new and add-on services to meet
the needs of their clients. Satisfied customers become repeat customers, and the
resulting steady revenue stream is the basis for a successful spa.
The Business Cents column builds upon this concept and
examines the practical considerations of adding services to boost revenues.
Staying ahead of the competition with the latest therapies keeps clients coming
back for more. Remember, a tired menu can chase away the most loyal customers. Turn to page 22 to discover the secrets to re-energizing your
business.
Of particular interest is our feature story on cellulite and
the various modalities to treat it. Mitchel Goldman, M.D., associate clinical
professor of dermatology at the University of California at San Diego, discusses
the age-old problem and the popular treatments that can be incorporated into a
spa or medispa. Turn to page 42 to find out more.
Adding to the concept of increasing your customer base is the
importance of integrating retail at the spa or salon level. Our Inside Marketing
column on page 32 taps into the expertise of Gary Henkin, president of WTS
International, Inc., who outlines the many components to creating and
maintaining an effective retail sales program.
I hope you enjoy this issue of SPA 20/20™ and use it as a
springboard to higher profits. As always, please feel free to contact me at
(480) 990-1101, ext. 1119 or e-mail me at jbizzozero@vpico.com with any story
ideas or suggestions. I remind you that SPA 20/20™ is available to you 24
hours a day, seven days a week at www.spa20-20.com.
See you next issue,
Judie Bizzozero
Group
Editorial Director
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