Promoting Wellness
Through Retail
By Tracie Wertz & Bill Barczy
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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
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!
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
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
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