Summer retailing tips for your beauty offering
Published
29th May 2014
by bathamm
Summer is a major beauty retail sales opportunity, says Nilam Holmes-Patel, CEO and founder, HD Brows.
When it comes to summer retailing, planning is key for any salon business. You need to start thinking about your stock and sales techniques way before the sun starts to shine, so that once it does you and your staff are fully prepared to shower your clients with the knowledge they crave in the quest for summer beauty.
Retailing needs to appeal to clients and offer them the opportunity to browse at their leisure. There must always be someone on hand to offer advice and to allow them to test the products to see what suits their skin type and style.
A new season often means a fresh new style, so if you offer beauty in your hairdressing salon, encourage your clients to shake up their make-up for summer. Many clients would benefit from a fresh look and offering make-up lessons could help them find this new style.
Individual or group make-up lessons, redeemable against product purchases, are a great way to entice your clients to try new products and services. The same concept could be applied to makeover treatments too, that are redeemable against purchases of any product. In-salon promotions, gifts with purchase and offering ideas on spontaneous or bundle purchases, such as ‘perfect base perfect brows packs’ will also encourage clients to buy their make-up from you.
Don’t forget that beautiful promotional and point-of-sale material alongside up-to-date press coverage and celebrity endorsement will also go a long way to enticing your clients to buy. Focus on overhauling their entire make-up routine as a whole and encourage them to think about the bigger picture. Make your salon or spa a one-stop shop and group together make-up packages with other treatments you might offer. Knowledge is king, so ensure your therapists are all trained on the make-up you offer and have a thorough understanding of products and their ingredients. Know the USPs of your products as this is what often secures the sale.
