How to get your clients to buy more retail

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We all want customers to buy more retail products. But how?

The design of the retail space, the presentation of products and promotional calendars are techniques and methods that must be considered to incentivise impulsive purchases in a salon.

This was the advice our Professional Beauty’s industry round table experts came up with at our third event, held at restaurant Hubert in Sydney.

Our nine industry supplier and salon owner experts – including Ultraceuticals’ Karen Wilkin-Donachie, OmniDerm’s Sue Dann, Ultraderm’s Pauline Valle, International Beauty Supplies’ James Carroll, Zing Business Coaching’s Jay Chapman, Beauty On Latrobe’s Clare Lamberth, Sharkra Medi Spa’s Tanya Ahmed, Focus On Skin’s Kellie Cohen and Skinsational’s Sarah Austin – also shared ideas on how a supplier could best guide a salon owner when it came to optimising the retail presentation within a salon or clinic.

Clare said when it came to a retail space, what’s important was first impressions, while Pauline said you had to make it a very simple message, and very quick for your client to decipher what was going on.

James said it was all about interaction because every salon was different, while Sue said you had to stay focused on what you really believe in.

Tanya said to not forget the star of the show was the product, while Jay recommended getting back to bare basics – having a hero product and having six per year.

Karen said the design of the retail area was often a great opportunity and to design the space so it supported the natural behaviour of a consumer.

Read their edited responses below or watch the video for the full discussion.

Clare:
“When it comes to a retail space, what’s important is first impressions. While impulse purchases are made at point of sale, the decision making process starts a lot earlier. It starts online, it starts in all the different touch points that the client interacts with before they step into your business. It’s important as a business that your first impression communicates to the client exactly what’s on offer with that salon.”

Pauline:
“You’ve got to make it a very simple message, and very quick for your client to decipher what’s going on. We say 80 percent is what your product is all about, while the remaining 20 percent is the fandangle supporting that product. Some salons get carried away with all the glitz and glamour. That’s not the story. The story is the product – so, stick to the product. You’ve also got to use your supplying company’s posters, brochures and to support the same stories.”

James:
“It’s about interaction, because one salon is different to another. The supplier needs to be aware that what is right for you may not be right for someone else. We have to have a few different options available. It is customising, but it’s also staying focused. You can have too much stuff. It’s better to change things regularly and keep it new than just have everything for everybody.”

Sue:
“You’ve got to stay focused on what you really believe in. I’ve been in some salons in the past where they have had lots of different stuff. It’s almost like a gift shop. That’s not really giving the message that you’re professional. Also, where you put the best products is important, like at eye-level, like a supermarket. What a lot of people forget is that a salon is actually a retail shop. It is a salon, but retail is such an important part of this. The product placement is important. You can learn a lot from supermarkets.”

Tanya:
“I’ve been into other clinics where the actual presentation of the product is lacking, the box is damaged or it’s discoloured. We forget the start of the show is the product. So, whether or not you’ve got all this fluff around it, if the product itself isn’t up to scratch and you want to promote it, you’re not going to. No-one’s going to buy it. It comes back to your supplier to package things properly to make sure that quality is delivered all the time.”

Jay:
“One tip that is overlooked a lot is getting back to bare basics – having a hero product and having six per year. Really focus on that one product for a two-month period. It can be as simple as having your hero product as sunscreen. Everyone needs to be wearing sunscreen. If they’re not, then showing the customer the sunscreen that would be perfect for them. Really featuring that product. We forget how much we know about our range. It can be really overwhelming for a client to look at a whole stand of all these amazing products. Educate them, one product at a time.”

Karen:
“The design of the retail area is often an opportunity. What I most commonly find is there are great opportunities to educate salon and clinic owners on the sides of retailing, which starts with laying out the space. Where do you put your reception desk? Where do you place your retail fixtures? Where is the primary real estate for the consumer to be most attracted to when they walk in the door? If you’re having a walk-in guest, you should design the space so it supports the natural behaviour of a consumer. They’ll feel instantly comfortable and they start browsing, then potentially shopping.”

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