How can salons learn from the amazon retail model?

Salon business expert Emil McMahon looks at how hairdressers can learn from the Amazon reatil model. I am often asked about the secret to successful retailing and the truth is there is no secret, just some simple steps that need to be followed. Retail is changing rapidly and hairdressers must react accordingly otherwise they run the risk of losing out. Historically, hairdressers have struggled with retailing in their work life. There are those who understand the benefits of recommending suitable and prescriptive products to their clients, but some think selling sullies creativity, making them less of an artist than they are. It’s time to think like Amazon! These guys know how to tap into purchasing patterns and encourage impulse purchases, as do other online retailers. These companies use marketing, clever combinations of products, special offers, reward schemes, returns policies and advertising to generate loyalty and a desire from their clients to purchase regularly and consistently. Online shops also use cookies, the electronic memory that suggest personalised recommendations. These are there to link products together for customers - but you can do the same for your client in a more detailed and informative way. Online shops use intuitive programs to suggest products but hairdressers have interactive communication skills to make the 'Amazon' model work in a human way. This is crucial and one of the most important aspects of how to recommend in the salon. If stylists encourage clients to talk about what they do with their hair, what products they use and how they maintain their hairstyle at home, this will naturally lead to product recommendations, which in turn, leads to healthier retail results. It’s the human version of cookies! If the SELL is ditched and the TELL is introduced, the focus on talking to the client about hair and products becomes instinctive and intuitive; like cookies. When that happens, retail becomes much more relevant in the salon. Everything - combs, brushes, shampoo and conditioner, treatments, styling products, finishing sprays and equipment - is part of the story hairdressers should TELL their clients. That’s being Amazonian, but with a huge point of difference; the human touch.

5 Tips for Being Amazonian with Retail

1. Think like an online retailer. Offer all of the products that are relevant to the client's needs. 2. Use your interactive skills to share the benefits of everything you talk about. Clients need to see, feel, understand and acknowledge. 3. Never shy away from price; cookies don't! 4. Ditch the SELL and use the TELL. It’s more enjoyable for you and the client. 5. Be consistent. Every client deserves the opportunity to say yes please or no thanks, every time they visit the salon. Emil McMahon has 35+ years experience in the hairdressing industry and now operates an independent business consultancy offering training and education across the UK. For more detailed information about in-salon retail training, email Emil at [email protected] or visit www.mrandmrshaircare.com