Christmas retail advice for salon owners

Published 22nd Nov 2011 by rachael
Christmas Retail Advice for Salon Owners
Boost your profits this festive season with expert Christmas retail advice to make sure no client leaves the salon empty-handed.
The festive season can be a great time for salons; with everyone keen to look the best for parties and special events, columns are usually full and late-night opening hours entice in extra business.
While this is great news for stylists, you also need to ensure that you're enticing both clients and passing trade into spending on take-home treats and presents in your salon this festive season.
Merry makeover
Where salons can score over-crowded high streets and department stores is in conveying the message that Christmas may be unavoidable, but it can also be guilt free and enjoyable.
A haven from high-street hysteria, salons score over crowded shops and department stores by setting just the right tone with trimmings, treats and fabulous buys across a range of budgets.
Always incorporate celebratory elements that will most appeal to your client demographic, whether that's a subtle, sophisticated sideshow or full-on theatre and fancy dress.
Little things also mean a lot to clients at this time of year, whether it's a free gift wrapping service or complimentary food and drink.
Work those windows
Festive shop windows dominate the high street as Christmas approaches and adopting a similar tactic in your salon should pay dividends both with regular clients and passing traffic.
Barrie Stephen, who won HJ's 2011 Retail Salon of the Year says: "Christmas is the time when we're more of a specialist shop, especially for walk-in-buyers. Working with a professional window dresser, we create beautifully designed themes with our Christmas products prominently displayed.
"We invest in deluxe decorations and professional advice, because the end result exudes luxury and class. Consumers are bombarded with so many options at Christmas it's vital to impress, to be the best and to communicate a message of quality and value."
Special presentation
Half-hearted and haphazard displays aren't going to impress anyone, especially in the era of the savvy consumer who's spoilt for choice.
Majoring on promotional packs of beautifully wrapped retail items and added value offers is far more likely to create a queue at the cash desk.
Stuart Holmes from The Stuart Holmes Hair and Beauty Spa in Cheltenham, comments: "Products must sit nicely on the shelves, look attractive and be in an accessible place so clients are inclined to browse and purchase."
"Eye-level is buy-level and so we arrange our Christmas specials at this height. We also incorporate a festive feel within our displays as further encouragement to purchase."
Stock that rocks
As well as buying in sets of Christmas specials, play it safe and stock up on supplies of your salon's acknowledged best sellers.
"Don't run the risk of overstocking at the beginning of the Christmas period. All the product companies run great incentives with most of them letting you order up to the last minute, and you don't want to be left with lovely gift sets which you have to discount in January just to get rid of them," advises Sara Holmes of The Stuart Holmes Hair and Beauty Spa.
Small wonders
Ensure your salon is a treasure trove of stocking fillers and secret Santa-type gift ideas. Hair accessories, hair brushes, nail paints and candles will all chime with clients, particularly when priced under £5.
Display them prominently and powerfully at reception, at the styling stations, the backwash area and the cloakroom. Experiment with attaching gift labels to a few of them to endorse their present potential.
Token gesture
The trend for responsible spending has seen a growth in sales of gift vouchers generally and they're an incredibly popular currency within salons.
"We're seeing a lot of purchasing of these for current clients as gifts. We promote them extensively in the salon both visually and verbally, and also via an email flyer campaign to clients in the run-up to Christmas," continues Stuart. "We find people prefer giving vouchers especially when times are hard as it ensures that the recipient gets to be indulged and pampered."
rachael

rachael

Published 22nd Nov 2011

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