Grab the in-salon retail opportunity

In-salon retail experiences have always been a mixed bag. Some salons carry a variety of ranges with different price points. Others stay steadfastly loyal to a few products from one range that sell well in the salon, even though they are displayed on a retail stand that has more gaps than actual product. Statistics prove that a well-stocked retail area generates significant sales, simply by the very nature of being full. In contrast, a retail stand with a few products on it, and not much, else tends to sit and gather dust. Hairdressers and salon owners must grab the opportunity that retail offers. A great retailing salon generates enough revenue to help with the bottom line and can be as relevant to the business as an additional stylist in monetary value. A display is not enough Some salons still think a display of products - something that suits the ‘style’ of their salon - is enough, when really what is needed is ‘substance’. Full shelves, clean stock, priced and promoted. No one goes into a supermarket expecting to see a few products scattered about. What we, as consumers, expect is stands groaning under the weight of all the products that we can choose from. An empty shelf in a supermarket is a shelf that is avoided by the consumers. It’s as if it has something wrong with it; it’s a no go zone! Get a bespoke service Today, salon owners have a myriad of products to choose from to stock. With the upsurge in independent, unique and quirky products available, and the copious amounts of products provided by the larger corporate companies, there is something for everyone now, at a price to suit every pocket. Even better for owners is the opportunity to invest in much smaller pack sizes than what used to be the norm. Suppliers understand that most salons don’t need 24 of each item, and can bespoke orders to suit the salons specific needs. Here are the key points to ensure your retail offers substance over style:

• Fully stocked shelves suggest a shopping experience.
• Clean, priced products encourage clients to browse your selection of goods.
• A variety of products that meet your clients’ needs generates greater sell through.
• Don't create artistic displays on retail shelves.
• Be consistent with your updating of the retail area.
• Get serious about your retail offering.

Emil McMahon has over 35 years’ experience in the hairdressing industry and offers unbiased and bespoke training on all aspects of hair-care training. Contact Emil on 07885 985843 or email at [email protected]