I met recently with a spa manager in California to introduce her to a French beauty brand. I told her about the company (a client) and shared that she might be the first U.S. spa to carry those products. I expected a wow, since the brand is popular in Europe and Asia.

Instead she declined, stating her customers ask for brands they know or that others have recommended. Carrying an unfamiliar brand is a risk, she told me.

That conversation changed how I approach marketing for online companies looking to penetrate physical retail.

Customers in spas prefer brands they know or that others have recommended.

The Paradox

Spas, resorts, and specialty chains prefer exclusivity in their sales channels. But they also want products their clients recognize. Thus brands seeking offline channels should invest in awareness over immediate conversions.

The way in is through association membership and industry events.…