Salon retail display ideas from the experts

Need some help with your salon retail display ideas? Retail expert Paula Dowie offers a checklist for driving sales in your salon. Present your retail products by brand The way your products are displayed is paramount and this is where most mistakes are made. Group brands together and, within these brand blocks, group relevant products together - shampoo and conditioner, for example. The aim is to make it as easy as possible for clients to browse. Always display the price It is a serious deterrent to omit the price from your display. Most people would rather walk away than ask the price - they find it embarrassing. All of the information needs to be clearly on show for the consumer to see. At a glance, they should instantly be able to see what the product is, what it does, what hair type it is for and how much it costs. If they can't, the sale is lost. Streamline your products While it's important to offer a choice of brands, try and avoid duplication. Four different shampoos for dry hair, for example, will confuse clients and also makes it hard to genuinely recommend one if they all offer the same benefits. However, if you offer just one or two shampoos for dry, coloured, weak and greasy hair, for example, then you will be able to recommend with integrity. Use lighting effectively The lighting needs to be flattering and should also be different from other areas in the salon. Use the lighting to clearly define the area and create a relaxing ambience. Invest in high-quality retail furniture If you are demanding a premium price for your products, displaying them on a flimsy, poor-quality stand really won't make the client believe it's worth the money. It also goes without saying to ensure that it is always kept clean. Remember, clients can buy shampoo for less than £1 in the supermarket, so your retail area has to look like it is worth paying a premium price for the products. Keep it clean and sleek. Train your staff When you are training your team on product knowledge, don't forget about your receptionist - it's not just about stylists who use the products every day. The reception staff are the ideal people to manage the retail area and should be as knowledgeable on products as hairdressers. It's also worth nothing that when you give one person the responsibility of making the retail area look amazing at all times, you'll be surprised how much pride they take in it. Something you will always see in beauty halls such as those at Selfridges is that the beauty consultants are really involved in their stands and concerned with the way they look. Restock the shelves throughout the day Think about when you go into a supermarket; if there's one loaf of bread left on the shelf, no-one wants to buy it. There's a reason why supermarkets constantly restock their shelves, and the shopping psychology is no different for salons. Always have testers Smell, touch and texture are so important with haircare. The scent and feel of a product are often its biggest selling point, so let clients try before they buy. Stock the products in public areas like your bathroom too, especially if your product range has complementary candles or skincare. Paula is the managing partner of Ignite Retail Design, a full-service retail design agency with 20 years experience in strategic design and bespoke build of international retail and spa environments, specializing in beauty, fashion and luxury goods.