Maximise Your Merchandising & Increase Beauty Retail Sales

Did you know it? The sales process begins the moment your clients enter the salon or spa, not when you place the products in front of them.

As beauty therapists, it is your professional duty to give clients the best possible recommendations on home-care products, offering the highest level of salon customer service.  It’s easy to undervalue the importance of sales in a beauty salon. Start educating your clients to buy from you – as a beauty therapist, you have the training, the professional knowledge and the experience: start using it! People really enjoy spending – that’s why it’s called ‘retail therapy’! Clients have a desire to purchase new products. If you don’t seize the opportunity to sell to your clients someone else will. Next time you visit a large store, go and observe the staff at the skin-care counters at work. Just watch how many products they sell. This experience will be motivating enough for you to start selling to your clients.

How To Increase Sales in Beauty Retail

In your salon, create the space to sell, then maximise that space. A well-stocked salon shop will strengthen your identity. It creates awareness of your products and begins to help plant a seed that can develop a desire to buy.

• Observe your retail displays. Make sure that retail units are well positioned in your retail area, so your clients feel comfortable to browse. Fully-stocked retail units sends the correct message to potential shoppers, that is, we are passionate and firm believers in what we are selling and we have invested in good quality products to reinforce your treatment.
• Products should be accessible, clearly priced and well-positioned. Display your products soldier style so clients feel comfortable removing them. Soldier lines march out the door, pretty displays stay pretty on the shelf! Make sure your clients are able to browse, touch and pick up products. Utilise key areas such as reception desk and coffee table for impulse buys. 

The quality and standard of your displays should reflect the quality and standard of your salon, and the goods and services that you offer. Displays, both in the window and in-salon can be used to convey various messages, such as promotions, a change of season, a new product or service or even a desired lifestyle. Try to create warm, positive feelings in your clients through your displays by highlighting the features and benefits of the products and services. Stock skilfully arranged on display should attract passers by, and trigger impulse purchases by creating a desire within your clients to own the goods. Develop a positive sales environment, think like a retailer and start to gain the sales that are rightfully yours!