Now that the holiday period is over, your clients will be keen to get glowing skin in time for the festive season. While demand for treatments is likely to increase, so are retail purchases. So what’s the best way to capitalise on this?
The answer lies in an often overlooked tool in your marketing arsenal: merchandising. Focusing on how your salon looks and the way retail products are presented can sometimes be treated like an afterthought, but if done correctly it can enhance a client’s experience, make your business stand out against competitors and ultimately boost revenue. Put simply, strong visual merchandising turns browsers into buyers.
Advanced Nutrition Programme’s Brand Manager Kelly Leigh Morgan says “We have seen a significant increase in spend with salons who have purchased the Range Showcase Display Unit at the beginning of the year. This sales spike indicates that since purchasing the unit, these salons have been able to drive more retail sales for the Advanced Nutrition Programme™ supplements in their salons”.
PLAN FOR SUCCESS
Before you make any changes to your merchandising, it’s important to have a clear plan of what you’re hoping to achieve. Consider which products you want to highlight each month, what special offers you’re likely to run, plan in any special focuses like party season make-up and then work out how best you can merchandise your salon in order to achieve maximum sell through. Remember to keep a note of your expenditure so that you can measure ROI.
FIRST IMPRESSIONS COUNT
There’s a reason the big department stores spend so much on their window displays, they act like a magnet and draw people into the shop. While you don’t need to go as far as the show stopping displays created for the likes of John Lewis and Selfridges, it’s worth taking the time to create something eye-catching to attract passers-by. This is particularly true at Christmas, when you can add fairy lights and festive touches to bring your shop front to life.
LOCATION LOCATION LOCATION
Reception is often the busiest part of a salon, so take advantage of this by ensuring this area is merchandised correctly. If you have a display, ensure that it’s in front of the seating so that clients can look at it while they’re waiting - remember that they’re unlikely to be able to see the window display area once they’re inside because it will be behind them, so having a beautifully presented array of products in their line of vision is key. Reception is also the ideal place to highlight special offers.
Use brand marketing material such as posters and strut cards to add visual excitement and to make it immediately clear which brands you stock. Your KIT team member will be happy to advise you of what’s available.
Around 27% of customers make an impulse decision at the till^ - think of those tempting bars of chocolate near supermarket tills or racks of matching accessories positioned next to clothing in stores. Steal their trick by placing an attractive display of smaller items near your till to encourage your clients to increase their spend. This is especially true during the Christmas period when people are looking for that perfect stocking filler.
TRICKS OF THE TRADE
Small psychological ‘tricks’ can make a big difference to your sales. For example, taking the lids off testers gives unspoken ‘permission’ to clients who want to try for themselves. Also, remember that eye level is ‘buy level’ .Take a look when you’re next in a big retailer or supermarket and you’ll see their most popular, profitable lines are at eye-level, discount brands are relegated to the lower shelves and impulse buys are placed between waist height and eye-level. This tried and tested technique has been proven to influence buying behaviour.
Retail research reveals the majority of people unconsciously head to the right when they first enter a shop, possibly because most of us are right handed. Make the most of this by putting festive gift packs and deals on the right side of your salon or spa so that they immediately grab your clients’ attention.
Product association also works well. If you’re stocking make-up, try displaying the correct brush next to each item so that it encourages sales, and place two complementary skincare products together
SIGNS THAT SELL
Signs serve two key purposes. The first, and most obvious, is to help clients find the product they’re looking for. The second is to act as a silent sales person – for example shelf edge signs should include features, advantages and benefits (FABs) so that clients can see at a glance why they should purchase the products. You should also check regularly to see that all signage is current, in good condition and in its proper place – no one wants to see Christmas signage in January.
TOP TIPS FOR WONDERFUL RETAIL WINDOWS:
Give your display a theme to create a harmonious visual and ensure that is reflected in the colours used and the messaging. Change it every three months to keep things fresh.
• Use mirrors and spotlights to create the impression of light and space.
• Think about colour, bright and bold can create a sense of excitement, while more muted tones can convey sophistication. Silver, black and gold give an air of luxury, ideal for prestige brands. Be careful not to use too many colours or it won’t look harmonious.
• Presenting products at different levels using shelving and small display units can add interest.
• Make sure special offers are highlighted in your window to tempt people in, perhaps with a spotlight or a window decal.
* Source: Rick Segal & Associates