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Reprinted with permission from Pet Age- 10/2006
How (and Why!) to Create a Spa Experience By upgrading your grooming shop to a spa, you can make your business more attractive to new and existing clients—and increase your income at the same time. By Daryl Conner Human beings have been enjoying the healing and relaxing benefits of spas for thousands of years. The first spas were located near natural sources of mineral water or hot springs. People would gather to “partake of the baths,” believing that the waters held medicinal properties. Besides being places of healing, these spas were social centers in the community. Although spas had fallen out of favor until fairly recently, the number of spas in the United States is now growing at a brisk annual rate, according to the International Spa Association. Spas tend to gain popularity when a society has good income and leisure time. Since American pet lovers spent $2.3 billion on pet grooming last year and since dogs have plenty of leisure time, offering spas for pampered pets seems like a winner of a plan. As a busy pet stylist, you could probably use a trip to a spa yourself! But if that is not in the cards, consider creating a spa environment in your workplace to cater to the pets you already serve. Soothing Elements Set Spas Apart The basic thrust of most spas is to cleanse, hydrate and exfoliate their patrons. Guess what? We do that every time we wash a pet. The other spa goal is to polish and pamper—and we do that, too! So if you do more of what you already do within a spa environment, you can make your business more attractive to new and existing clients—and increase your income at the same time. The added benefit: You’ll have a more pleasant place to work. The element that sets spas apart is the way they treat patrons as if they are the most important person there. We can mimic that and elevate the level of our service at no cost to us, while creating unparalleled good will. In addition to making customers feel special, spas invite patrons to renew, relax and revive. This invitation starts with the business name. Does the name of your shop sound upscale? If not, you might consider a name change. It can be as simple as adding to your existing business name. For instance, Dirty Paws might not sound like a spa, but Dirty Paws Pet Spa and Boutique enhances your original identity. Check out your advertising and your listing in the phone book. Can you make some small changes to elevate your identity and give it more panache? Think about what patrons hear when you answer the phone. Are their ears assaulted by a harried voice and the background sound of barking dogs and loud music—or do they hear a pleasant voice and soothing music? What do customers see when they approach your place of business? Stand outside and pretend you are seeing your business for the very first time. Bring along a notebook and a pen and start taking notes. What do you see that you can polish up? Do weeds poke through from the cracks in the sidewalk? Is your signage aging and faded? Could a little paint renew it and make it shine? Are the windows sparkling or coated in grime? Are the grounds swept up and clean? Next, notebook still in hand, step inside. Let your brain register what your senses are taking in. A spa will appeal to all of one’s senses: · Sight. Do you see a well-lit, tidy shop or a dim, cluttered one? Do you see elegant wall coverings and a soothing color scheme? Spas use using colors to relax patrons. · Sound. What do you hear? Would clients find your choice of music jarring or soothing? Are dogs barking incessantly? Are employee’s voices loud and raucous? · Touch. What is the temperature and humidity? Grooming shops can be damp places, and damp air of any temperature feels unpleasant. Is there a dehumidifier in your future? Is the ambient temperature comfortable, or is your shop freezing or sweltering? · Smell. This is a biggie! Unpleasant odors are a huge turnoff for people. If a shop smells bad, that negative first impression is difficult to overcome, even if all other aspects of the environment are lovely. Your shop must be clean and have good ventilation. Other than the occasional “oops!” accident, the air should smell fresh. · Taste. Well, this one might not come into play, but if you have all of the above in line, it will show you have good taste! Low-Cost Upgrades Create a Mood After you’ve made notes on what your customers probably see in your shop, spend some time thinking how you can upgrade without breaking the bank. You would be amazed at what an hour with a broom and hose can do to improve the way the exterior of your shop looks. A few well-placed pots of flowers and a pretty doormat can make a ho-hum entrance welcoming. You might also add a bright decorative flag and some soothing wind chimes to complete the picture. How about putting out a really attractive water bowl so pets can get a cool drink on the way in or out? Small details such as this make a huge impression on clients and reflect how you feel about your patrons and your place of business. Inside, maybe all you need to do is thoroughly clean walls, windows and display areas, but more likely a fresh coat of paint is called for. Think of the image you are trying to create, and choose a soothing color that will give your shop a bright, clean, upscale image. Soft blues, yellows and greens are all good choices that are often found in spas. Glossy white trim paint around windows and on doors looks bright and is easy to keep clean and free of pet hair with a simple wipe. A spa environment is a minimalist one that is clutter-free and serene. So get rid of things that look messy. Stash paperwork in file cabinets or in inexpensive yet attractive containers. Place a vase of fresh flowers on your counter (inexpensive arrangements are readily available at most grocery stores). Add a small tabletop fountain, a low-cost way to introduce both soothing sight and sound to your spa. The splashing noise of water is universally appealing, and a fountain and flowers are an unexpected delight in a groom shop. Consider scenting the air with candles, diffusers or incense. Choose light, clean, natural scents rather than heavy, smoky ones. If customers regularly comment, “It smells nice in here!” you will know you are on the right track. Upscale Product Treat the Senses Your choice of products also plays a large part in creating a spa atmosphere. Several lines of upscale spa-type shampoos, conditioners and other products for pets are available today. For example, spa products by Happytails Canine Spa Line (Los Angeles) are “treats for the senses,” said Lorna Paxton, co-owner. What’s more, they come with amusing names and descriptions--like Dog Smog, a breath freshener that contains digestive enzymes that “curtail emissions from both ends.” Happytails products are packaged for sale in quantity to stylists, and also are attractively packaged for retail so groomers can sell the spa products they use directly to the consumer. Sodium chloride-free shampoos by Bobbi Panter Natural Pet Pampering Products (Chicago) represent another good fit for groomers trying to create a spa experience. The line includes such cleverly named shampoos as Bad Hair Day Dog and Gorgeous Dog. All come in gallon size for professional use as well as smaller sizes for retail, plus travel sizes and sampler sets. Of course, products with pet-friendly herbs such as lavender and rosemary are natural choices for a spa. Pal Dog, a line of gentle pet shampoos and bath sprays from Juno’s Garden (Pacifica, Calif.), give customers’ dogs a pleasant “garden fresh” smell as well as soft skin and coat. And the company’s DogWalkers Gift Set makes a nice addition to your boutique selection. Gentle ingredients such as spring water, aloe vera, tea tree oil, jojoba oil, lavender oil, coconut oil and other rich nutrients characterize a line of spa products developed by Shane Carr, an award-winning Canadian stylist based in Toronto. He created the line for his own salon, A Touch of Love, but the products proved so popular that he now sells them to other groomers. Tailor the Menu to Your Clientele Most stylists develop a menu of services tailored to their fit capabilities and the needs of their clientele. Here are some suggestions: · Hydro massage. A key element of any spa treatment is hydro massage therapy. Hydrotherapy has been proven to help soft tissue injuries in humans and pets, and can soothe joint-related ills such as arthritis. It also is comforting to sore muscles and helps improve circulation. You can easily offer this by using a recirculating bathing system; several models, including those from HydroSurge Inc. (Boca Raton, Fla.), are available in a variety of price ranges. Not only are recirculating systems useful for spa treatments, they make bathing all dogs easier and more efficient. · Massage therapy. Pet massage therapy is becoming a popular service frequently seen on spa menus. Learn how to massage dogs and incorporate it into the pet’s groom. · Aromatherapy. The fragrances of essential oils are used to stimulate or soothe the body and mind. Many spa products, including shampoos, conditioners and colognes, incorporate aromatherapy fragrances. Matching scents in the form of candles or diffusers are a nice addition. · Pedicures. This service involves more than a nail trim. Nails are buffed to eliminate sharp, rough edges, and often are accented with nail polish. In addition, many groomers also massage the paw pads with a pet-friendly lotion as part of a “pawdicure.” · Facials. What pet owner wouldn’t be delighted to think of his or her dog getting a facial? South Park Dog Wash (San Diego) invented a marvelous tearless blueberry facial that is a wildly popular addition to many spa menus. · Breath freshening. Brushing the pet’s teeth or freshening its breath with a special pet-friendly breath spray or tooth wipe is a part of spa packages that pet owners really appreciate. · Terry robes or special towels. PetEdge (Topsfield, Mass.) sells adorable ducky decorated terry robes that a dog can snuggle into as part of the spa treatment. They come in a variety of sizes and make for a marvelous photo opportunity! If robes do not appeal to you, you could invest in some special decorated towels, or a batch of towels in a really sumptuous color that are reserved just for spa patrons. · Spring water. Thirsty pets get to sip cool spring water or bottled water while at the spa. They can take the remainder of the bottle home with them to enjoy later. · Taste treats. Pets get to choose a gourmet pet treat as they check out. · Signature decorations. A special bow, fabric collar cover or bandana that is different from what all the other pets receive can be a nice addition to the spa package. For example, our shop uses purple bandanas that feature our logo silk-screened in gold. Not only is this a treat for the owner, but it is also a great sales tool. Other clients see the unique decoration and ask why their dog didn’t get one. “Oh,” you reply, “those are a part of our very special spa package.” This gives you an opportunity to explain the spa treatment to another customer. Most stylists I spoke with add $10 to $15 to the regular groom price for spa packages. Some offer the first spa treatment at no charge or at a reduced price, and found that customers requested the treatment again. Adding spa services can increase your revenues, delight the customers you have and attract new customers. If you put a portion of the profits from your spa treatments aside, you could schedule your hard-working self a visit at the human day spa. After all of your efforts creating a marvelous pet spa, you would surely deserve it! pa Daryl Conner is a certified master pet stylist based in Appleton, Maine. She has more than 20 years’ grooming experience.
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© Copyright 2007, Daryl Conner, MPS, Meritus. All rights reserved. |