So here it is .. My first EVER blog post, Valerie at Delforge & Co gave me the push to get something up on the Wednesday takeover on her site and share some insights into the day to day life of managing a Spa.
Firstly, I will begin with a bit about my background, I have been managing Spa Verta at the Crowne Plaza hotel in Battersea for almost 5 years now; previously working at the Waldorf Astoria Syon Park and coming from a therapy background working in various luxurious locations abroad before settling in London.
I have grown Spa Verta with the huge help of my team, into a profitable, award winning business with a great reputation that celebrity’s, bloggers, journalists & spa junkies seek to attend.
This week however we have had a complete rebrand to go solely with one skincare range and I am so excited to share with you just some of the things you need to consider when rebranding, this should never be a quick, simple decision even if you already favour one brand, a lot of thought needs to go into this to ensure it is done successfully and that you are definitely going to get the return on investment for your business.
Always remember with a rebrand you have to redo your website, brochures, marketing collateral and packages so it's not as easy as just making the decision & stocking the shelves with something new and hoping it will sell.
Think long and hard and make sure your business proposal is in place and detailed with a clear plan of the steps you will take to implement it.
I had numerous of meetings with different skincare brands, it is important to see what a variety of brands have to offer each with their own concepts & point of differences however I have noted ten key things that I had to consider when choosing the right one for us.
1. Are the point of sale items complimentary or at least at low cost? You need to know that the brand is ready to support you and has the tools to do so.
2. Is the training included and often? You do not want half your team not trained as the training dates are so sparse. Make sure the training location is close by or that they will attend your site to train the team.
3. Does the brand image and concept fit with your Spa?
4. Is the Business Manager ready to help you coach your business to success, do they believe in the brand and sell the brand in a way that you can’t even wait to try these products let alone your clients. Does the brand incentivise the team on their retail generously?
5. Does the recommended retail price sit well with the type of clientele you have visiting the spa.
6. What is the cost of the professional stock? Work out what you are spending each month on the individual items and see where you can make the biggest savings, if you use something in high volumes (ours is oils) it is always worth negotiating to see if the brand can support you further. This could be the biggest decision maker in choosing a brand as you need to know the cost of the treatments are kept to a minimum without the quality of treatments being effected.
7. Do the products do what they say they are going to do? Do they get the results you would expect as a client? Clients want to know what they are using on their skin is worth the additional money they are spending. Make sure you at least experience a treatment or the products before making the decision, preferably both.
8. What's the opening order, do you really need three of everything on the shelves? Personalise your order to what fits with your business. You don't want tons of stock sat on the shelves and not shifting, if you have good stock control you can ensure you are ordering as regularly as you need to ensure the correct stock is on the shelves.
9. Is the brand present in the market? Will you attract customers because of the brand name? You want your customers to seek the brand you have chosen and choose your venue because of this.
10. Are you prepared to make it happen?! Get your launch date organised, build it up through social media, send out newsletters to your approved database, get the information out there ready for launch and make sure your therapists are totally on board; they will need to love it to sell it as much as you!