Merchandising basics for salons - ten tips to try

One of the most popular courses at the 2014 Paul Mitchell Gathering in Las Vegas was Keep Calm and Merchandise On; a masterclass in merchandising basics for salons, taught by Archie Reilly and Zoe Vears. Zoe, who is director of publicity in the UK, and Archie, who is director of European sales, took salon owners on a journey through all aspects of merchandising, from window dressing to targeting clients at key touch points throughout the salon. Amongst the revelatory facts that Zoe and Archie shared was the news that 84% of people buy products at speciality retailers - like salons! - and are willing to pay more for better quality and expertise, and the fact that 43% of people buy brands or products because of dedicated feature displays. Salons offer a prime example of a specialised retail environment, where creativity flows and imaginative displays should come easy - so why are so many people still struggling with the basics? Here, we share Zoe and Archie's ten top tips, which are fundamental in any retail environment. 1. Facings Use multiple facings of your best-selling products to increase sales. Feature more of the top five or ten products that your guests buy the most - and if you don't know your top sellers off by heart, now is the time to change that. 2. Product Make sure prices are clearly marked on each bottle and that the area is well lit. Research revealed that sales can increase by an incredible 100% if displays are lit properly. It also goes without saying that you should be checking daily to be sure that all products and displays are dust-free, clean and tidy. Keep nozzles pointing in the same direction, with labels facing the right way. 3. On the Edge Every bottle should face the front and sit at the shelf'd edge, so it easy to grab and easy to buy. Zoe and Archie also revealed that products should be arranged as people read - so from left to right - with products in the relevant order; e.g. shampoo, conditioner, leave-in treatment. They also explained that as most people are right handed, putting prime products on the right-hand side leads to more buys. 4. Signage Use category shelftalkers and other point-of-purchase promo materials to help guests identify special values and find the right products for their needs. Got a beautiful blonde image? Place it above your blonde products! You should also check regularly to see that all signage is current, in good condition and in its proper place - no one wants to see Christmas ads in January. 5. Displays Merchandise should be placed in all key areas, for both tactical selling and image building. This includes mirrors, backwashes, the front desk - anywhere you can. Zoe and Archie also recommended creating a dedicated 'play area' for electrical products if you have the space. Show off beautiful imagery of finished looks and have tools out to be trialled - keep them clean, plugged in and looking appealing. 6. Plan Create a plan for successful promotion and sell-through. Think of your key focuses for the year, month or week. That could be something seasonal like New Year party hair, or it could be that your salon goal for the year is gain more colour clients. Consider your goals, write them down, and work out a retail focus to achieve it. 7. Inventory Are your shelves full? You can't sell a product if you don't have it in stock. High stock levels make for high sales - and again, having a thorough knowledge of your top sellers is vital here. 8. Keep it Fresh Everyone's looking for what's new, so make sure your displays are updated regularly. People stop noticing something is different after 6-8 weeks, so you should work to this timescale with your retail displays. 9. Be an Expert Visit other professional retailers - like department stores, speciality retailers and local boutiques - to gain inspiration and check out how they're merchandising for success. [Zoe loved this John Lewis one!] 10. Go Team! People support what they help to create. Involve everyone in team for sell-through success.