There’s a way of increasing your turnover without even employing a new team member- and that’s by boosting your salon retail. It’s been said time and time again, but the fact is retail sales can account for a whole other person’s annual turnover. So how can you get it right for maximum results?
Matthew Lutos, MD for salon furniture company Olymp UK, comes from a background of designing salon retail environments for premium beauty brands. “Beauty environments are extremely competitive,” he says.
Once you’ve narrowed down your retail offerings to a tight edit of key products, the next step is to focus on turning your staff into retail experts. “Ideally I would recommend allocating one person to head up the retail area-the perfect person for this is the receptionist,” says Lutos. “They can be responsible for stocking up the area, consulting with walk-in clients and generally being the font of all knowledge when it comes to retail products.”
How you actually display your salon products is also a key factor in making your retail story a success. An according to Lutos, high quality, functional and stylish salon retail units are a must: “It’s a false economy to buy cheap retail units,” he says. “Retail units in particular need to look great- but most importantly they need to talk to the client. They should tell them about the benefits of the individual product lines as well as interact and educate rather than just being stacks of product on shelves.”
“Sophisticated monitors built into retail units will most definitely get the area noticed,” says Matthew Lutos. This kind of technology has dropped in price massively over recent years and I believe it’s well worth the small investment it requires.”
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