“How can I increase salon retail sales?” – a fairly common question amongst salon owners and stylists. Retail can be a nice additional revenue stream and bonus to your business, so being attentive towards retail marketing efforts can really push the needle for your product sales. As a matter of fact, for the clients who end up purchasing one of your products will increase their retention by at least 30%. What does that mean? Well, for every client who has purchased from you highly elevates their chances of actually being a loyal and repeat customer.
That’s not to mention the fact that retail has higher profit margins than salon services do – typically because of the varied costs implemented on each one. So in a nutshell, if you master selling your salon retail, you can eventually build a tribe of loyal customers. But how? Take a look at these effective yet simple strategies to start increasing your retail sales today…
1) Be attentive of your product display
Believe it or not, the way your products are displayed can be a very big contributing factor in drawing a possible sale in. Your product display should be warm and inviting. It’s also detrimental to keep it as organized as possible. It’s highly advisable to use the 3 second rule, meaning at a 3 second glance a bird’s eye view of the products can be seen in your display. Generally, it’s important to ask yourselves these questions while assembling your retail display:
Your entire display needs to be met with strategy and intention, because that’s how you’ll prime a potential client to make their purchasing decision.
2) Pair a product with a service
It’s a lot less challenging to up sell a product with a service, than a product on a complete stand alone. Why? Because your client already has the intention of buying when they signed up for your service (whatever it may be). It can also be highly effective to talk about the product while working on your client. For example, you can use a specific shampoo on your client and voice out the process/benefits of this shampoo as opposed to others, while you’re implementing the service on them. This will eventually peak their interest and since they ultimately got a free sample on it while you were working on them, they’ll be way more eager to buy.
3) Incentivize your employees
When you take care of your employees, your employees will take care of your clients. That’s just the general rule of thumb. When you give a little incentive to your employees (monetary or otherwise), they’ll voluntarily attempt to push products for you. You can also do a stylist/employee of the month who manages to sell the biggest number of retail products since that form of acknowledgement often leaves people feeling appreciated and valued. But it’s also essential to have your staff well-informed of each and every single product in order to sell it more confidently.
Within the Milano Software, you can add commission rates and incentives to easily keep track of the employees who have successfully sold retail and the volumes of it. Automating this process can do wonders for your business efficiency and even elevate your work environment and team morale because of a little friendly competition.
4) Be selective with your product selection
It’s encouraged to keep your selection of products curated and limited. When people are presented with too many options they tend to get overwhelmed and end up purchasing nothing at all. Keeping your product selection to a minimum can help customers make their purchasing decision quicker because they don’t feel bombarded with different options. It’s also important to select products you’re actually in love with and use yourself, because then it wouldn’t feel like selling, rather recommending products that you’re an advocate for.
5) Add “impulse” products at the front-desk
There’s a reason why you’ll find gum and chocolate bars at the cash register at any grocery or convenient store – because it drives a high impulse to buy. Similarly, you can execute that same strategy with lower tiered retail products that are more likely “impulsive” to buy and involve less of a decision-making process. It’s best to keep products that are $20 or less at or near the front-desk to create that itch to buy. However, you can also sprinkle those products next to more expensive ones. This is commonly known as the “decoy effect”, meaning when clients are presented 2 options: an expensive product or a cheaper product, even if they had absolutely no intention of purchasing, they’ll be prompted to snag the lower ticket item.