Promoting Wellness

Through Retail

By Tracie Wertz & Bill Barczy

To join the presentation please download the app Poll Everywhere

Passionista

• Median Age 45

• Median HHI $76,521

• Values (Wellth vs. Wealth)

• Married 57%

• Graduated College 39%

• Has kids in their household 43%

• Purchases organic food 90%

• Wants Products that are eco-friendly

* GFK MRI Survey of the American Consumer – Spring 2014

Wearable Fitness

Athleisure

Stealthy Healthy

Fast Casual

Healthy Meal Delivery

Organics

Beauty From Within

Philosophy and Philanthropy

Wellness Tourism

Wellness Tourism

• 500 B worldwide market and growing to become the next

trillion dollar industry.

• Wellness tourism represents more than one in seven

(14.6%) of all travel dollars spent worldwide.

• Wellness tourists are “high-yield” tourists, spending 130%

more than the average tourist

• They spend about $70BB annually on shopping alone!

Let’s Talk About Retail

Introductory Retail Video

Trends in Retail

The Consumer Mindset

The Consumer Mindset

The Psychology of Why People Buy

“I suppose if I were to narrow it down to the one most

important thing, I would say that buying usually

involves relationships in one way or another. The

motivation for almost everything we buy has

something to do with connecting with other human

beings”

. Kit Yarrow, PhD, Author Decoding the New Consumer Mind

We think of shopping in terms of what we buy.

But the reason we spend money goes beyond

just acquiring things. Shopping, like almost

everything we do, is the pursuit of pleasure.

It is part of our daily search for happiness.

- Peter Noel Murray PhD, Consumer Psychology

The Consumer Mindset

• 85% of consumers report that they like to shop in the store because

they want to “touch and feel” products before they decide what they

want to buy.

• 90% of consumers surveyed respondents are more likely to buy when

helped by a knowledgeable associate.

• 50% of consumers report what they value most in a sales associate

while shopping is smart recommendations.

• 64% of respondents report that if a sales associate recommends

items a customer may need or is based on the consumers need, they

will leave the store “much more satisfied”.

*Survey conducted by Timetrade Systems, Inc. 2014

The Power of Touch

Recent studies have found that seemingly insignificant touches:

• Yield bigger tips for waitresses

• Show that people have more favorable impressions and give more

favorable reviews of their interaction with that person

• Show that people shop and buy more if they're touched by a store greeter

• Show that strangers are more likely to help someone if a touch

accompanies the request

What Can We Learn From the Consumer

• There are more and more trends popping up that support our target

consumer and their pursuit of wellness in everything that they do

• We have the lines of fundamental versus emotional are blurring

• Consumers that seek relationships and personal contact

• Consumers that want to interact with our products and speak with

knowledgeable professionals

• And that have strong emotional connections with our spa

Imagine the Possibilities

• 100,000,000* massages per year in the US

• 20% of massage services with retail attached

• $30 Average retail

• $600,000,000 in incremental revenue

* Estimate based on ISPA 2014 Industry Study

The Challenge For Spas

7 Principles of Retail Planning

Purchasing

Sales & Service

Marketing Visual

Merchandising

Inventory Management

Financial Performance

So When You Provide

• Wellness for your customers

• Wellness for your staff

• Wellness for your bottom line

You are simply Promoting Wellness

Thank You