Retail is important for you – and for your client. For you, it helps to improve the profitability of your business. You will also develop relationships through personalised recommendations and satisfied clients. For clients, they get the best homecare to maximise their treatment results. Read on for the SkinBase Guide to Salon Skincare Retailing.
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Retail Relevant Products
The easiest products to retail are those that are relevant to your treatments. For clients on courses of SkinBase treatments, you can retail the SkinBase Essentials skincare range. Call the office to stock up! Over seasonal periods (Christmas, Valentine’s, Mother’s Day) you may want to offer a limited range of gift sets. These can be less relevant to your treatments.
Choosing Brands
Remember, the brands you put in your business via retail are the brands that clients are going to associate with your business. Always choose brands that are a good fit for your business and reputation. Only use reputable companies – professional only brands will help you to cement yourself as an expert to clients.
Stay Knowledgeable
Knowledge is key. Knowledge sells and boosts confidence. Make sure you are well informed about any products that you sell, and also what is trending. This will help you to still meet client needs with alternative options. During their treatment, explain your product choices to the client at every stage. Why do they need that particular cleanser? Why should they always use SPF? This will help the decision-making process for clients at the till.
Top Tips:
- Less is more. Too many options will result in zero purchases. Clients want you to use your expertise to recommend products that will improve their experience and results. Less is also more when it comes to how many of each product you have out on each shelf. Don’t have them too full for a more premium feel.
- Group products into collections with your target customer in mind. Have the SkinBase range together, so clients looking to enhance their skincare can see what is available for each step of their routine. Otherwise they will just be browsing cleansers or moisturisers.
- Encourage browsing. Clients are more likely to want products that please their senses. Let them see, touch and even smell products if possible. Avoid having products on high shelves or locked away in cabinets.
- Have clear product signs. State what the product is and how much it costs. Most clients would rather not go ahead with a purchase unless it is obvious.
- Finally remember, when arranging retail – eye height is buy height.
Salon skincare retailing can be a great way to increase your salon profits. Your clients will also be using the best quality products for their skin.
