Discounting isn’t the only way to move products that didn’t resonate with customers. Try these strategies for moving unsold spa stock without slashing prices.
In the wellness and spa industry, managing retail items can sometimes become a challenge, especially when certain products don’t seem to resonate with customers. But does that mean it’s time to start slashing prices on these unsold items? Nope. Discounting might seem like a smart strategy for moving unsold spa stock but it carries the risk of decreasing perceived value of both the item and the brand which is something you want to avoid, particularly in the luxury sector.
This article explores a range of innovative, practical strategies to give a second life to unsold products – without resorting to discounting. Whether it’s through bundling, repositioning, or leveraging social media, these tactics are designed to stimulate customer interest and drive sales in your spa.
6 strategies for moving unsold spa stock without discounting
Bundle the product. Bundles are a great way to move spa stock by offering items in combination with something else, like a treatment or service, or packaged with other products. Package that serum that isn’t moving with a moisturizer and toner during the holiday season, for example. Or bundle the massage oil in with a body treatment.
Give it away. Free gifts are an excellent tool for promoting good relationships and instilling brand loyalty. Birthdays, holidays and dates that are special to your customers are all great opportunities to show your appreciation with a gift. Use your software’s note taking function to log birthdays, anniversaries, and other special occasions so you know when it’s time.
Reposition it. Pushing the product harder might not do you much good but changing the way it’s presented might. Moving it to a more prominent location and changing the lighting, for example. Take a look at the messaging around the product. For example, as society moves deeper towards body acceptance and eschewing ageism, messaging around weight loss and “anti-aging” may fall flat with certain consumers. Ask yourself who you’re selling to and if you’re speaking their language.
Let people play with the product. Another strategy is making sure people have the chance to touch, feel, and smell the product. Research findings suggest that consumers who are allowed to touch merchandise express a greater desire to purchase the items and are also willing to pay more for them. Set up a display area where people can interact with the product.
Share it on social media. Don’t forget to talk about the product on social media, get your team to post about it, and let people know about it. If people don’t know what you have to offer, they can’t buy it. Make it a star. Play it up.
Raise the price. YES, one way to move a product is to raise the price, rather than discount it. A price increase can elevate the perceived value of a product and therefore increase the desirability. This tactic is discussed at length in Robert Cialdini’s classic bestseller Influence: the psychology of persuasion. He explains that people often use the “standard principle” of “expensive = good” to guide their buying and that price alone can be a “trigger feature for quality,” meaning that a dramatic increase in price can lead to a dramatic increase in sales.
Finally, avoid stocking items that aren’t going to sell in the first place. While this isn’t always possible – every company on earth sometimes bets on items that don’t work – there are some steps you can take to mitigate the risk. First, do your research on your market and your competitors. Ingrid Middaugh of Trilogy Spa Holdings gave some excellent insight when she said during a 2023 ISPA panel, “I go to everyone of the spas in my area to see what they’re selling. I look at what’s on sale – what’s not selling for them – so I’m not going to carry them because they’re not working.”
Second, deeply research your customer base. Use your software’s CRM functionality to build those relationships and get to know your clients. Book4Time’s reporting dashboard can help you dive deep into customer purchasing behavior, even by segments. Another key element is staying on top of your inventory and merchandising so that nothing falls through the cracks – something else Book4Time can help with.
Moving products in a spa setting requires a fine blend of creativity, customer understanding, and strategic planning. The strategies highlighted here are designed not just to move products, but to reinvent their perceived value and relevance to the customer. While every product may not be a hit, understanding your market and competitors and investing time in developing customer relationships can reduce the risk of getting stuck with merch you can’t move. Even the most underperforming product has potential—it’s all about finding the right approach.
Advanced tools like Book4Time’s CRM and reporting dashboard can offer valuable insights to help you make informed decisions.
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