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Do you implement a salon retail strategy? Few beauty business owners focus on retailing, yet retail product sales have the potential to support service revenue and increase profit margins. Considering retail has a much higher profit margin than services, focusing on a retail strategy can increase your salon’s bottom line. Don’t miss out on the opportunities that retail sales bring, implement a retail strategy today!
Valentine’s Day has come and gone, focus on the next marketing opportunity of St. Patrick’s Day (March 17). With a bit of luck, you can have your salon or spa decked out with clever incentives throughout the month of March.
Check out BeautyMark Marketing’s Pinterest Board for inspiration:
St Patrick’s Day Merchandising Ideas Board
While green is the color of shamrocks and leprechauns, emerald green is also the color du jour. We love this sophisticated jewel tone used throughout the salon, try small bouquets of live clover and lavender, and mix in merchandising elements such as clover-shaped point-of-sale signs.
Green is the traditional symbol of sustainability and environmentalism. Create a “green” email campaign that highlights your salon’s sustainability efforts, or use clovers as an accent to reference the green-themed holiday.
Tell your story clearly with themed point-of-sale signs or shelf-talkers mixed into retail displays. Point of sale signs clearly state prices, products, packages, or specials you wish to highlight which both informs and encourages purchase.
We love to use fresh flowers mixed into displays – for such a little cost, fresh small bouquets in varying mini vases filled with a combination of green foliage style leaves or small pots of clover add zest to any retail display.
Sell the products used during services in the retail area of your salon or spa. If you’re passionate about a product or a brand and genuinely believe in its performance, it will be evident. Clients are far more likely to purchase a product if recommended authentically. A salon that is lucky enough to co-brand with a prestige hair or beauty brand inherits associated recognition and trust.
Product demonstrations allow you to show off your expertise as well as a product’s performance. Rather than talk about the finisher you’re using on the client’s hair, hand them the product to examine for themselves. Let them touch and smell it – creating a tangible connection. Ideally, every appointment should conclude with customized product recommendations.
Selling retail is simply equipping your clients with the products required to recreate their new look at home themselves. Style maintenance is the last step of your salon service and contributes enormously to client satisfaction. As a professional stylist, your product recommendations create both loyalty and trust.
Tip of the Trade:
Every time you sell a client retail product, client retention (for that client) goes up 30%!
Even a small discount (10%) may be enough to sway a client into purchasing a product for the first time. Casually mention that you’re able to offer a first-time discount if they express an interest in the product or complement it as you’re using it. Keep in mind the potential of future repurchase profits.
Regularly freshen up your window displays to match seasonal changes and trends. Walk or drive-by traffic will be drawn in by new, interesting displays. Dress up your windows to match the occasion and include the retail products in your displays to entice and communicate your product offerings.
Organized, creative, colorful product displays that draw the eye and are much more likely to tempt curious clients. Create a boutique environment by investing in details that make your retail area stand out.
Tip of the Trade:
The first place guests naturally look when they enter a salon is to the right, so merchandise products are on a display table to the center-right of the door where clients walk in.
For beauty retail products it’s important that clients be able to touch and try the products before purchase to guarantee satisfaction. Offer “testers” of every item you sell from eye shadow to fragrance – few will be able to resist! This applies to hair tools as well; display a “tester” appliance allowing potential consumers to hold it, feel the weight, and get an overall 360° view.
Tip of the Trade:
If the product is stocked below or behind the display it encourages clients to pull and purchase. Cha-ching!
It’s human nature to be curious and it’s hard to resist trying a new lip shade, whiffing a new scent, or browsing pretty objects. In addition to salon retail, mix in seasonal merchandise such as headbands, clips, makeup, jewelry, cosmetic bags, and greeting cards (the perfect accompaniment to a salon gift card). Unique retail items displayed and merchandised add to a guest’s “salon experience”.
Create a “Try Me” Station to encourage clients to test products. The station should be located at a mirror with a chair and a duplicate set of testers, cotton balls, tissue, and Q-tips. Encourage testing with a “try me” sign at the station.
Point of sale signage, or shelf-talkers, mixed into retail displays both inform and encourage purchase. Signage should be designed to clearly communicate product attributes, ingredients, and price.
Set up a retail reward program – offer rewards when clients spend over a specific dollar amount on retail products or buy a specific number of retail products. This encourages guests to purchase retail from your salon, and your salon only. Salon management software helps you track clients’ spending and reward loyalty.
Boost retail sales by throwing an after-hours “invite only” product party. This is a fun and social way to reward loyal clients, as well as introduce them to the latest retail launches. Tempt clients with free treatments, mini-spa services, or discounts on products purchased the night of the event. Giveaway product samples or discount coupons off their next salon retail purchase.
Even if you or your salon stylist has spoken enthusiastically about a product, it’s the front desk that often seals the deal; set up a system that includes a retail follow-up at check out.
Run an informal retail competition between your employees – the stylist that sells the most each week gets a free product of their choice – or an alternative cash prize.
Modernizing a brand identity and website shows clients that you are still relevant as a salon and brand. Why choose BeautyMark Marketing for your salon’s brand identity and website design projects? BeautyMark specializes in beauty business marketing. That’s all we do and the only industry we serve.
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