Making your retail offerings work for you

You only need to look at the shelves of products lining the walls of salons across the country to see the abundance of retail ranges available to consumers, says Benjamin Shipman, marketing director, Kebelo It’s a Lifestyle Choice With so many brands on offer, customers can often be left wondering why they should choose one brand or product over another. Yes, simple factors such as availability and price can often sway a decision, but ultimately a client wants to invest their money in something that is going to work well for both their lifestyle and their hair. So many people complain about the dozens of hair products that they have purchased yet barely used, simply because they ended up being unsuitable for their hair. This is not only disheartening for the customer, but will also likely mean that they don’t buy from that particular brand again when, chances are, it’s just that the product they have chosen is simply not right for their hair type or style and they did not have the knowledge needed to make an informed purchase. Very few brands focus on only one hair type and most have something that will work for everyone, so it’s your job to communicate to clients what will maximise their hair to its full potential. Be the Expert For hairdressers, one of the most important things is taking the time to effectively use your knowledge and expertise to deliver a ‘lesson’ on the best products for each individual client. This starts with deciphering their hair type, texture and desired style; is the client’s hair naturally frizzy, but they want more of a sleek look? Do they often wear up-dos and therefore need extra hold? Is their hair dry and damaged and needs bringing back to life, or does it become greasy very quickly and requires something that will maintain a fresh appearance for longer? By discovering what the client’s current hair condition is, as well as their desired outcome, you will immediately instil a sense of confidence and trust in you as a specialist in your field. As a result, clients are more likely to take on board any recommendations you make. Once you have invested time in really understanding the client and their hair, you can begin to suggest products based on what you have learned. Promote your Products If you’re looking to put extra focus on your retail ranges, it is well worth considering introducing offers, promotions or loyalty schemes to really highlight everything you have to offer. Try to target your promotions to new clients as well as existing ones, to encourage some new faces through the door. A competitive offer on a popular product or service may just inspire a new client to give you a try. Bundle together products that work for a particular hair type and offer a discount on multi-buys, such as a shampoo, conditioner and serum for frizzy or dry hair. Price can often be the ultimate deciding factor for a client, so if they know they are getting value for money this could certainly influence their decision to buy. ‘Buy one get one free’ deals, money off promotions and free gift offers are all great ways to entice customers to buy, particularly at this time of year when clients are thinking about buying presents as well as their own festive wish-lists. Ultimately, when it comes to retail ranges, everything begins with education. Use this as a foundation to impart your expert knowledge, and clients will look to you as a welcome source of inspiration and guidance when choosing from the wealth of products on the market.