Devoted Creations’ Five Star Diamond Program has been a huge success with salons throughout the world. Features include on-location sales and product training by DC’s team of experienced professionals including Lisa Parsons and Kandra Covert, a generous Welcome Kit and lucrative cash-back rebates.
Dennis: I first discovered indoor tanning when I lived in California. When I moved to Virginia Beach in 1993, I quickly realized that everything cost a lot less than in California – except for tanning! The session prices in Virginia Beach were high and the beds were small. I saw a chance for me to step in and offer superior equipment and better values.
IST: What sets Sundays apart from others?
Dennis: Our customers tell us it’s the simple things like the candy on the sunbed pillow and our friendly staff who know everyone by name. And, they also appreciate that we update our equipment and change lamps frequently. They know that they are always getting a great value at Sundays.
Dennis: Black Tulip, Somewhere on a Beach, and Yes Way Rosé. We also do well with our private label lotions that Devoted Creations produces for us. It’s a top-shelf line of three products, each with its own niche. We sell a lot of Ed Hardy products that emphasize DHA bronzers, cosmetic bronzers and quality skin care. Our sweet spot is the $59-$79 price range.
IST: How many UV tanning levels do you offer and what are your best-selling packages?
Dennis: We offer six UV levels, and our best sellers include our Charter Membership ($50/month) which includes UV, sunless and all spa services. We sell a limited number of these at different times of the year and they require a six-month minimum commitment.
IST: What are some of the your most successful sales promotions?
Dennis: Our Cinco de Mayo or Nickel Days have been huge for us – customers can buy anything at the regular price and get a second item for just 5¢! We gear up months in advance and everyone has fun with it. It began as a one-day event, but now stretches for five days.
IST: What are your plans for the future?
Dennis: We will continue to expand. We opened one new store this year and are looking to add two or three more in our general area. We will then decide whether to branch out of our core advertising market.
IST: Congrats to Dennis, Sue and the teams at Sundays Sun Spa Shop for a job well-done!
For more info on Devoted Creations Five Star Diamond Program, call 800.488.5524 or visit devotedcreations.com.
About the Author:
With more than 30 years of hands-on experience working with tanning salons, beauty salons, health clubs and spas, Jerry Deveney has helped thousands of people own and operate successful businesses. His extensive market research became the foundation for thousands of business plans and inspired his book, Sun Business.
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