retail savvy
Boost your business with these creative product selling tips.
Millionaire salon owners know that the reason for their business success is two fold: service revenue and retail sales. Yet, while most salons offer products for sale, many owners struggle to see 10 to 15 percent of their total proceeds from retail. So how can you increase your sales? Here are some creative tips for enticing clients to buy.
Make a commitment to retailing.
About 20 percent of your overall floor plan should be allocated to reception services and displaying and merchandising products. If you don’t have room in reception for a boutique area, don’t overlook the space at the styling stations. This is a great way to highlight products that are being used by the stylists on their clients. You can also add shelves above tool stations or against any empty wall spaces. When possible, locate your retail area and products on the right. Buyers naturally gravitate to their right when shopping.
Think like a department store.
Shoppers are more likely to purchase when they can touch, taste, smell or hear something in the store. Department stores take advantage of this by offering lots of samples and keeping merchandise fresh by constantly updating displays. Follow their lead by keeping your shelves clean and well-stocked, with products within easy reach and priced on the bottom. No price means no sale. Group products by category (shampoos, conditioners) with all labels facing forward.
Set the stage.
To get shoppers in the mood to buy, create an inviting atmosphere. Your retail area should be well lit but without glare. Lights can be used to strategically spotlight displays and products. Use mirrors to brighten up the area and increase the sense of abundance. Music has become an important selling tool. Studies show that 70% of shoppers prefer music. Just be careful it’s not too loud. This will cause people to leave without buying. As for interior color, a small retail space should be neutral in order for the products to stand out. Some colors may work—just be aware that shoppers tend to interpret red tones as tense and cool tones such as blue or green as more relaxing.
Sell with signs.
Studies show that well-signed displays can increase sales by up to 400 percent. Signs can provide pricing and product information, promote coming events, spotlight product and service specials and introduce new stylists. From a window banner announcing a holiday offer to an "As Seen In" board on your retail shelves, signs come in a variety of styles and sizes. Also, movement attracts attention and can increase sales. Look for signs that spin, blink, and rock for your retail area.
Merchandise with a theme.
Appeal to your clients’ interests or lifestyle with specialized displays. Tap into the wellness movement to create a display that could feature such items as the Simply Organic hair- and skincare line. Respond to clients’ needs by grouping seasonal items together such as sun care protection products by L’Oréal’s Solar Sublime. Attract men with a selection of grooming and styling products such as those offered by American Crew. Feature a new theme or product special each month.
