Linda Cahan

The Visual Language of Luxury Spas

“Less is more” is the mantra of upscale retail businesses that attract high-income customers. Years ago, I ghostwrote the visual standards manual for Saks Fifth Avenue. When I ran into their visual team at a trade show, their corporate director of visual merchandising told me that almost everything I wrote is still used 30 years later. Standards don’t change, but the merchandise and fixtures do.

Merchandising

The Signature Display

Very few customers walk into a hot tub store expecting to be impressed by the displays, which gives store owners a powerful opportunity to surprise them and make the space memorable.

Merchandising

Move It, Move It

Movement creates interest, and interest creates sales. Whenever sales are slow, take a cue from the song “I Like To Move It” from the “Madagascar” movies. Rearranging your showroom can energize you, your staff and your customers. So, move it, move it!

Merchandising

Do It Now

Whenever I read an article that comes with an intriguing headline like “At What Age are You Happiest?” I skim several paragraphs down to get the answer.

Merchandising

Critters on the Clock

Experiential retail is all about creating memorable, positive in-store experiences that lead to sales and repeat business.

Merchandising

Stand Out from the Crowd

If you participate in an off-site event like a home show or state fair, carefully consider your setup and how you will make your business stand out. Every hot tub needs a sign on or right next to each unit. The repetition of your name and logo is essential for customers’ memory.

Merchandising

Winter Wisdom

As the heat of summer fades and chilly autumn breezes blow in, your customers may have questions about preparing their hot tub for winter.

Operations

Wake Up Before They Go

Learning the hot tub business can be a challenge and for your employees, the learning curve can be high — as can the rewards.

Merchandising

Try Before You Buy

Do you give your customers a “try before you buy” experience? Having a broad selection plus knowledgeable sales and service people gives you an edge and customers a better chance to buy the product that is right for them.

Merchandising

Visual Merchandising 101

It’s that time of year again — spring cleaning. Whether you dread it or love it, there are good reasons to embrace this ritual, and they all add up to increased sales.

Merchandising

Daily Deeds

Does your sales staff move and clean the shelved products when they’re not with a customer? Or are they staring at their phones?

Merchandising

Make Your Wishes Come True

The things keeping you from making your design wishes come true are time, money and space. The way to make any one of these happen is to pick one, set a deadline and go to work.

The Visual Language of Luxury Spas

The Signature Display

Move It, Move It

Do It Now

Critters on the Clock

Stand Out from the Crowd

Winter Wisdom

Wake Up Before They Go

Try Before You Buy

Visual Merchandising 101

Daily Deeds

Make Your Wishes Come True

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