How to boost salon retail sales
By Scratch Staff | 19 September 2018 | Expert Advice, Feature
Techs – it’s time to use your nail and beauty knowledge to turn up the heat on product sales and increase revenue. DAVE HORTON, director of ABT, serves up his top retail tips…
One of the most overlooked, and easiest to rectify, areas where beauty and nail businesses lose money is through ineffective retailing. Whether its body lotion, face masks, nail care products or strip lashes, these are items that you could be retailing to your clients, and you should be offering them guidance when they visit for their regular appointment.
“You are the expert and the person that has undertaken years of training, not the supermarket assistant or chatbot.”
If someone wants advice on what type of lash product to buy, or a nail product that will withstand an occasion, they should be asking you and the buying the product or treatment from you.
You need to make sure that you a) have the right seasonal products in stock, and b) tell your clients that you have them for sale!
a) Stocking your retail areas
Your regular supplier will undoubtedly have season-specific products available.
“Whether you buy travel-sized cuticle oils and cute nail files or tan extenders and SPFs, make sure your retail area is well stocked and that you display your point of sale materials effectively.”
When you’re purchasing, make sure that your insurance policy covers the value of the stock you are investing in. For example, ABT’s Salon Package includes cover for your business’ contents, including stock, against theft or accidental or malicious damage, or damage caused by fire or flood, amongst other causes, and can be tailored to cover from £1,000 up to £50,000 worth of contents.
b) Selling to your clients
“As a business owner, it’s likely that you already understand the benefits of retailing, but perhaps your team just isn’t hitting sales targets despite your encouragement.”
Get into the mind set of ensuring your hard work creating the perfect set of pink & whites, or months of repairing ageing skin damage, is not undone by your client’s neglect during two weeks in the sun.
Inferior nail products bought online will undo the months of care and attention your client has given her nails in the run up to the summer; remind her of this during her manicure or pedicure and explain which products she should pack in her travel bag (and make sure you have them in stock!).
It’s true that retailing from a salon, just like retailing on the high street, has never been harder, with online alternatives offering reduced prices and speedy delivery as incentives.
“Remember – you are the beauty and nail expert with years of experience that your clients trust week in, week out; so have confidence in your knowledge.”
Use this to your advantage, reconsider how you retail, and your bottom line will be boosted before you know it.
Read more advice from Dave Horton on retailing in the August issue of Scratch magazine.