Most salons and spas sell hair, skin, even lash, brow, and nail care products to their customers.However, there are a handful of beauty businesses that do not stock any products or participate in retail sales at all. If you are one of the minority in the suds-selling business, here are three reasons why selling retail just makes good sense.
VARIYNG CLIENT PERSONALITIES, DIFFERENT BUYER PROFILES
In a salon, you’re most likely to interact with: TOUCHY-FEELY CLIENTS They’ll usually pick up a product and impulsively buy it. CUSTOMERS WHO TAKE THEIR TIME With this type of client, put the accent on educating them on your products. THE ONES WHO LIKE ME, WAIT UNTIL WE RUN OUT OF PRODUCTS TO BUY SOME MORE This behavior makes us more prone to buying more all at once. CLIENTS WHO LOOK FOR SALES OR LOW-COST PRODUCTS Not much to add here, you know them. These buyer profiles call for different types of sales pitches.
5 CONCRETE WAYS TO INCENTIVISE IMPULSIVE SALON PURCHASES
As a number one principle, your salon retail display should always entice a positive image. If it’s disorganised or messy, it can unconsciously throw off your client and have the exact opposite effect you want to have – aka incentivise salon purchases. 5 regularly used techniques in retail stores and which can easily apply to your salon:
1. KEEP IT TO THE RIGHT.
Studies have found that most people tend to turn to the right when entering a business or store. Have a look at your retail display: which way do your clients logically look at first?
2. EYE LEVEL IS BUYING LEVEL.
On eye level shelves, you should prioritise less expensive products; it makes them more accessible – reach and wallet wise. Remember, you want to encourage impulsive purchases, everything must be easy and thoughtless.
3. LESS IS MORE.
Are you displaying a high-end retail product? Most retailers will say that the more expensive the product, the less you should have on your shelves. It tricks our brains. Makes us think of the item as exclusive and desirable, hence worth the price.
4. ADJACENCIES CAN DO MARVELS.
Put cleansers and exfoliants close to each other. This technique tends to act as a reminder of how your products go together and subconsciously put the idea in your clients’ minds that one does not go without the other.
5. SHELF MANIPULATION.
A 100% full and perfect looking retail display looks exactly that: too perfect. Who wants to disturb perfection? You can purposely hide some products if you have loads in stock, just to give your clients the impression that stock is moving. Another shelf manipulation technique is called “triangular balance.” It works on the idea that our eyes always tend to go to the centre of a picture. Play with your products’ placements to put emphasis on the one you wish.
5 SIMPLE TIPS FOR SELLING MORE RETAIL
- PUT A LOYALTY SCHEME IN PLACE, BUT NOT A TRADITIONAL People get points for every rupee they spend. Once they’ve built up enough points, you can treat them to a product. Over 30% of people end up buying it at a full price the second time around, increasing average spend!
- 1. RESEARCH SHOWS THAT 8 OUT OF 10 PEOPLE BUY MORE WITH MUSIC ON.
- A POINT OF PURCHASE DISPLAY IS RESPONSIBLE FOR 80% OF IMPULSE BUYS.Make your product shelves pretty and placed in line-of-sight, for instance, near the counter.
- MAKE YOUR PRICES CLEAR.
- THE LONGER A CLIENT STAYS IN A SALON, THE MORE LIKELY THEY ARE TO Of course, you can’t just leave them in the corner, but always avoid rushing clients.
By planning your retail display strategically, you dramatically increase your chances of seeing impulsive salon purchases happen on a regular basis.