The Spa Manager's Playbook.
Real-world wisdom, and honest, practical advice, from seasoned professionals who have walked in your shoes.
Retail isn’t just an add-on—it’s a game-changer. In this issue of The Spa Manager's Playbook we speak with Victroria Dello Ioio, UK Country Manager for Sothys, to uncover ...
How Smart Retail Strategies can Boost Revenue and Elevate the Guest Experience.
SPA LIFE: Why is upselling retail products and offering recommendations so important in a spa setting?
VICTORIA: A spa experience should feel holistic—not just a treatment, but a journey that continues long after the client leaves. If we only focus on treatments, we miss a huge opportunity. By listening to clients’ needs and recommending products that extend their results, we add real value for them and create a significant revenue stream for the spa.
Why Retail often Fails
SPA LIFE: What stops many spas from capitalising on retail opportunities?
VICTORIA: Retail often gets treated as an afterthought. Products are locked away, displays lack appeal, and there are no testers. If therapists don’t see the value in retail, that mindset passes to clients. Retail should be visible, accessible, and part of the guest journey—not hidden behind a cabinet.
When therapists treat retail as part of the core service, recommending a product becomes part of their professional care rather than a chore.
Practical Steps to Boost Retail Success
SPA LIFE: What practical steps can spas take to boost retail and upselling success?
VICTORIA: There are several strategies you can use to make retail a natural part of the spa experience but i would start by creating touch-points where clients can smell, touch, and sample products. When guests can interact with textures and scents, it sparks curiosity and makes recommendations feel effortless.
Next, think about your displays. They should be inviting and easy to navigate, with clear signage that highlights benefits. Remember the golden rule: features tell, benefits sell. Focus on what the client will feel or experience, not just what’s in the formula.
Avoid locking everything away. If security is a concern, at least provide testers so clients can engage with the products before they buy.
Don’t limit retail to reception; position products throughout the spa and if the spa is part of a larger venue like a hotel or health club, place them in communal areas so they’re visible at various stages of the guest journey.
Consider adding value through retail vouchers or discounts tied to treatments. A small incentive can make a big difference in encouraging purchases.
Finally, empower your team: you must invest in training and offer incentives so therapists feel confident recommending products. When your staff believe in the value of retail, clients will too.
Mindset Shift for Spa Teams
SPA LIFE: That's a lot of great advice but is it really that simple?
VICTORIA: It really can be! It's about shifting the mindset of your team.
Retail isn’t about selling—it’s about serving. When therapists see product recommendations as part of their professional care, it becomes natural. They will hopefully see their goal as helping clients maintain results and feel better, not pushing sales.
SPA LIFE: What can clients expect when spas implement these strategies?
VICTORIA: They’ll enjoy better, longer-lasting results and feel the spa truly cares about their wellbeing beyond the treatment room. For the spa, this means increased revenue, happier clients, and stronger retention—a win-win.
Victoria’s Top Tips for Retail Success
- Shift the mindset from “selling” to “serving.”
- Make retail visible and interactive.
- Connect product benefits to client goals.
- Reward retail success.
- Weave product suggestions naturally into the guest journey.
THE BOTTOM LINE:
Retail upselling isn’t optional—it’s essential. When done right, it boosts average spend, strengthens client loyalty, and creates a more sustainable business model.
ABOUT VICTORIA DELLO IOIO
Victoria Dello Ioio is UK Country Manager for Sothys and a board member of the UK Spa Association. With over 25 years in luxury spa and skincare, she has held senior roles at Ragdale Hall, Hyatt Regency, Shiseido, and Natura Bissé.
Victoria is now UK Country Manager for the Sothys Groupe and has been leading sales, training, and marketing for Sothys UK for more than three years, helping spas elevate performance and profitability.
