Hopefully, you’re having a busy January with service and gift card sales for Valentine’s Day. In our recent post with Valentine’s Day Sales Tips, we shared what you can be doing to grow Valentine’s Day sales. You just need to remind the entire staff to put their best foot forward; be punctual, fully uniformed, and ready to assist with clients or inquiries at any time.
It is likely that you will see some new clients for services over the weekend, especially if you’ve put in place holiday promotions, or you may have regular clients who bring a spouse or partner to enjoy a couple’s-oriented treatment. Valentine’s Day is a good reason for clients to be thinking about their appearance, so beautifying treatments and services will be in order before a night out on the town. Your staff should be aware of this potential and adjust their approach accordingly; for instance, if a woman comes in for a facial and makeup application before she heads out for the evening, she would likely appreciate not having her hairstyle ruined during the services. If time allows, free ten-minute eye makeup touch-ups can introduce new clients to your makeup bar. Some spas will even keep some long-stemmed roses at the desk, and present them to female guests at checkout. Have your staff think about ways they can impress both new and returning clients with your high standards of customer care.
Depending on your location, you may attract some walk-in traffic for Valentine’s Day with attractive retail displays visible from the outside. An array of price-points on your Valentine gift sets may bring in some new clients, and if they’re impressed with your selection, displays and knowledgeable sales staff they’ll be intrigued enough to return. Needless to say, clean shelves and ample displays are a must through the weekend.
Gift card clients offer a double opportunity; both the purchaser and the recipient of the gift card are potential repeat guests. If possible at the time of the sale, collect the pertinent information on the intended gift card recipients so that you can market to them later. In order to get more mileage out of this dual purchase, some spas will offer the purchaser a voucher to use for a return visit of their own; $20 off a service valued at $60 or more, or a free upgrade on a weekday treatment. Perhaps a red rose for the purchaser too?
No matter the reason the doors open over the next few days before Valentine’s Day, each person who enters should be greeted immediately and with genuine warmth and friendliness. Of course, your well-trained staff is always aware of opportunities to make lasting connections with the guest, but it might not hurt to remind everyone to “show the love” especially in a month that can be on the slow side.