Regardless of space, a well-stocked retail area will strengthen your identity. It creates awareness of your products and begins to help plant a seed that can develop a desire to buy. There is unlimited potential to increase turnover and improve cash flow within the salon by focusing on and increasing retail sales.
This sales process will have a positive impact on figures, increasing turnover for the salon and commission for the happy salon staff, and business expert Liz McKeon, author of the best-selling industry book titled ‘30 Days to Beauty Business Success’, is here to help you manage that retail space.
The approach to the display and merchandising of retail products can be quite poor and sometimes even overlooked in nail bars and on salon floors. As a hair and beauty professional, you have expertise that surpasses the counter staff in any retail outlet, so why lose sales to local retail outlets, such as pharmacies, supermarkets or online stores just because you haven’t given enough thought and attention to effective merchandising?
Merchandising refers to how products are categorised and grouped together to enhance them and encourage clients to buy. Effective merchandising views selling from the client’s point of view, and since a huge percentage of purchases are made on impulse, merchandising strives to make purchasing products as easy as possible for clients, while increasing profits for the salon.
The merchandising process must contain three key elements. Firstly, start with the actual products. According to your market, make sure you have the right product types and brands present in the point of display. In regards to stock, always revise and re-examine all your stock levels, make sure you have all your best-sellers in stock, place regular small orders until you have your stock levels correct and make sure you have enough, but don’t tie money up in stock that isn’t selling. If you are out of stock of an item, communicate this to all staff, so they don’t recommend a product you don’t have in stock at the time.
Secondly, the position of the retail area is key. Are the products placed in the ideal location in the client traffic flow? Are products in the right section, in order with market leaders and in order of package size? Are the products rotated to keep stock fresh and in date?
Finally, presentation is an important element. Are the products clearly priced? Do you use point of sale materials strategically? Are all the products and units, shelving and counters clean and attractively displayed? You may even need to take some photos of your retail displays from different perspectives to see you salon as your clients see it.
Importantly, check out your competition and see how they use all the ‘tools of the trade’, for example samples, testers and product information to enhance their sales. Learn new and effective silent selling skills that can be taken back to your own space and implemented, allowing you to grow your business.
For more information visit www.lizmckeon.com
Liz McKeon is the Salon Business Expert, with expertise in business development, assisting businesses to reach their full financial potential in the hair, beauty and spa sectors. Internationally renowned, she is a successful author, business coach, speaker, mentor and trainer.
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