Salon retail products sales are vital source of revenue and can add an extra source of income to your business with lucrative profit margins.
Did you know? Salon retail product sales account for approximately 5% -10% of total revenue, but with the right steps salons see it achieving even 20%!
The key benefits of retailing salon products are:
- Extra source of income with lucrative profit margins.
- Increase in the average client spend in the salon.
- Opportunity to inform customers about new products to address their specific needs.
- Opportunity to educate customers on how they can maintain and enhance the salon look at home.
- Extend the salon results for your clients.
Here are our Top Tips to Improve Your Salon Retail Product Sales:
It is crucial that you educate your staff on the products that you are retailing in your salon and encourage them to sell the products that they really believe in. Most staff will engage in a conversation with a client whilst they are performing a service, this is the ideal time for members of staff to seamlessly introduce and recommend products that you retail in the salon, which would enhance the client’s overall experience, especially after they leave the salon. Train your staff so the conversation comes across as subtle, helpful and informative, rather than an intense sales pitch. You can also request for the brand or wholesaler to run a training session with your staff, so they fully understand the products and their benefits.
When you are retailing products at your salon, it is important that you partner with brands that you truly believe in, especially in terms of the quality, performance, brand ethos and brand values. Introduce new and exciting brands to give people a reason to come to your salon and always start with the best sellers to drive retail sales.
It is essential that you know which price points are feasible for your clients in order to drive salon retail sales. How much are your clients willing to pay for salon retail products to maintain their look? You need to consider the following factors; your location, your target market, the type of services you offer and whether you're going for high-volume turnover or the prestige market.
It is important that you make your salon retail products accessible to encourage browsing. Don’t hide your salon retail products away in a glass cabinet or on shelves behind your reception, as this discourages customers from interacting and asking questions about the products. Make sure that your product displays are well placed to stand out and create attention. Showcase products in accessible locations where your clients will see them, such as in the waiting area. Use special display tools to elevate key hero products and place the bestselling products at eye-level. Use signage to point customers to special offers and discounts. Keep your display fresh by regularly rotating the products.
Use the aftercare products on clients as a finishing touch for the service. This way the client gets to see the aftercare products in action on them before committing to a purchase. This is also a good time to subtly introduce the product to client without being pushy. In addition, you could also offer clients an option to include the necessary aftercare products in their treatment cost and save some £ on the total cost of the service to incentivise them.
Take advantage of seasonal opportunities, such as Valentine’s Day, Mother’s Day, Summer Holiday Season, Black Friday and Christmas to run special seasonal promotions and offers. In addition, create special Product Bundles where you can pair up several items e.g., 3 products and offer a discount if a customer buys all 3 items etc. You can also create special kits e.g., an Aftercare Kit to take home post treatment.
Informative salon events with live product demonstrations can be an excellent way for customers to engage with the products and see them in action. You can collaborate with the brands you stock to host beauty workshops with expert tips and tutorials, as well as running a special offer at the event to incentivise customers to purchase the products.
Your social media channels, especially Instagram and Facebook are ideal platforms to promote your salon retail products to your customers to increase awareness and generate new sales leads. Create engaging video content with tutorials demonstrating how to use the products and share before and after pictures (if you are using client pictures, please always gain permission from your client’s before posting pictures of them on social media). Create striking content using online graphic design tools, such as Canva to highlight hero products, key product benefits, new arrivals, special offers and promotions. Also, ask the brand if they can provide you with any branded imagery and social media assets that you can use on your social media channels too.
PROMOTE YOUR PRODUCTS ONLINE
Does your salon have a website? You can also look at retailing your salon products online. Afterall, purchasing products online is not only convenient for your clients, but you can also reach a new audience. You would need to comply with the online trading laws and have a secure website to process orders, returns and refunds. Visit: https://www.gov.uk/online-and-distance-selling-for-businesses/online-selling for more information.
If you want to fully maximise your retail product potential, connect your product catalogue to your Facebook and Instagram account to sell directly through your social media accounts.
Wondering what products to offer to your clients? Here are a few ideas…(click on the product titles to see the product page)
B’KATE BROW COSMETICS
Discover B’KATE a NEW collection of high performance, vegan, cruelty-free and gluten-free Brow Cosmetics from the Netherlands that provides exceptional results. Founded by international Brow Artist and Mompreneur, Marlies Gregorius, B’KATE offers a complete range of high performance and professional quality brow cosmetics, including Brow Pencils, Brow Dips, Highlighters, Brow Gels, Brow Oils, Eyebrow Brushes and accessories for beautiful defined brows.
Create beautifully defined and natural looking brows with the B’KATE Pro Brow Powder Pencil. The powdery structure of this pencil allows you to shade and style your eyebrows with ease, making it ideal if you want to create a beautiful ombre brow. This intensely pigmented pencil is available in 3 stunning shades, including Tatum (Dark Brown), Scott (Soft Brown) and Leo (Blonde), complete with a Spoolie to soften, blend and style your eyebrows.
Give your brows some much needed TLC with the B’KATE Castor Roll On Brow Oil. Known as the miracle oil, this 100% pure and soothing oil helps prevent dehydration of the skin and hair to make it supple again. Made using 100% Pure Castor Oil, this nourishing oil refines pores, reduces scars and has an anti-inflammatory and soothing effect. Apply it to your brow area before applying makeup or apply it as a brow mask before bed. It does not contain any colourants or perfume, is preservative-free and 100% natural. Your brows will thank you for it!
Take your brows to another dimension with the B’KATE Brow Puff, this innovative eyebrow styling product is designed to give eyebrows a natural, groomed and fuller appearance. For the best results, apply the B’KATE Brow Puff using the B’KATE Puff Brush. Just moist the B’KATE Brow Puff Brush slightly for easy application.
(click on the product titles to see the product page)
Born in Australia, Elleebana is one of the world’s leading authorities in Lash and Brows treatments. Elleebana has an amazing Aftercare collection to maintain your results after an Elleebana Lash Lift.
Apply the Elleebana Elleeplex Advanced After Care Formula for Lash Lift daily to maintain optimum lash lift results and lash health. Enriched with proteins, amino acids, Hydrolysed Collagen, Hydrolysed Keratin, Sunflower Oil extract and Vitamin Complex, Elleeplex’s advanced gel formula helps to eliminate frizzy hair whilst providing softness and shine to lashes. Allow to dry fully, before applying mascara. Can be used on eyebrows also.
Specifically formulated to be used after an Elleebana Lash Lift treatment, the Elleebana Elleevate Lash Lift Mascara enhances the effect of a lash lift and glides on lashes with no clumping. It contains naturally occurring Keratin complex, essential amino acids Arginine and Biotin to protect, strengthen and promote healthy lash growth.
Best time to start is now!
By Faye Hone