Salon refit tips by Matthew Lutos

How do you get to know who your clients are? How do you design salon to suit them?

Matthew Lutos, managing director of salon furniture company, is an expert in salon design and says painting a picture of your typical clientele should be the starting point for any design or salon refit.

“If you’re happy reacting to whatever clients happen to come your way then fine, but if you’d prefer to get a grip on your business and actively lead it to where you believe it should, its important to understand your customer profile. And its especially key when planning a refit.” explains Matthew.

Scouting around the area and seeing what businesses are busy and which ones have closed down will tell you instantly what type of salon should work. “A quick look around the neighbourhood will quickly tell you who your client is, Is the salon surrounded by boutiques and smart gastro pubs, or is it all chain-stores and discounted shops?” asks Matthew.

Assess who will be spending money in your salon and really consider the type of environment they would expect.

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Salon Retail at Boom – Beauty Planet

Improve your sale by improving salon retail with Beauty Planet

There’s one sure way of increasing your turnover without employing a new team member – that’s by boosting your retail sales. In order to do that, you need to engage in a little light housework.

“Firstly, you need to look at the salon products you’re offering and question how many do the same thing. If it’s confusing for you, it will definitely be confusing for the consumer.” says Matthew Lutos, who specialised in designing salon retail environments before becoming Managing Director at Olymp UK.

Every time a new product is introduced to your salon, take the time to educate your staff about it. “The more training they receive about the your salon products, the more equipped they’ll be to sell and recommend products to others.” says Aviva Kassel, Retail Brand Manager for P& G Salon Professional.

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Retail Design Tips – Beauty Planet Salon Design

Want to create a retail area in your salon but aren’t sure the best way to go about it? Or maybe you’re struggling for space and don’t know how to incorporate retail into your existing space?

Whatever your dilemma, our salon retail expert Matthew Lutos, managing director of Beauty Planet Salon Designs, has the answers. Here he tackles some of the most common questions when it comes to creating a retail area in the salon…

 

  • I have an existing retail area that is not doing particularly well, but I don’t have a huge amount of stock. Could this be the reason why and are stock levels that important?

Absolutely – stock levels are a major factor and you should always have your retail area well stocked with a wide variety of different professional products to choose from. It is really important that you look like you are open for business and that you have the image of a professional retailer. You are never going to achieve this unless you are well stocked up.

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Visit Beauty Planet Salon Design website for more information on salon retail and salon design services.

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Check list for salon retail – Beauty Planet

Matthew Lutos, owner of Beauty Planet Salon Design, has professional experience of over 10 years in the field of salon designing and retail sale.

Check out some tips by Matthew for salon retail:

  • Change your mind – set. The quicker you can start thinking that retailing will benefit your business, the quicker you’ll start making money.
  • Look at the competition. Visit high end department stores and see how they display their retail – notice how immaculate the displays at all times.
  • Look at the products you are retailing and ask yourself if you have a comprehensive range which does not have too many duplicated items.
  • Make sure every product is clearly labelled with point of sale material.
  • Invest in decent salon furniture. Check out Beauty Planet salon products range.
  • Keep the retail area spotless- always.

 

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Retail Application – Beauty Planet Salon Design

RETAIL APPS
We design and create RETAIL APPLICATIONS which can really improve your communication with your clients about the important product benefits of your professional products. They are designed to educate, stimulate action and create real interest. And of course they break up the monotony of racks of products stacked on shelves!salon retail salon retail design beauty planet salon design beauty planet salon retail design

Most Salons run their retail at around 3-8% of turnover. They should be at between 12 -20%. The Retail Sales is a fast growing opportunity. But your customers need to understand the quality and benefits of your professional products. They need to know why they should spend more with your Salon for their home products instead of choosing cheaper options in supermarkets…

Visit Beauty Planet Salon Design for more information on salon retail.

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Beauty Planet Salon Design – In the press.

From Beauty Planet Salon Design …..

“We started our salon Retail Design journey over 20 years ago when we applied intelligent design space planning to Lancome retail sites around the world. It was not long before we were designing retail environments for most of the leading hair and beauty brands around the world. As a result we opened design studios both in Beijing and New York to provide a 24/7 across all time zones.

The most interesting element of our experienced journey is the extraordinary developments in electronic applications for use in retail communications. Paper and cardboard display is dead. Not if but when. The exciting opportunity is how we help retail environments understand how to make the most of this fantastic phenomenon.

We believe in Retail Active not Display passive! Customers will welcome informed messages that are easily and visually absorbed through the latest technology. We specialise in these areas and are now working closely with Samsung to provide exciting design and technology services for our Clients…”

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Visit our website for more information on salon design services. We can help you with setting up perfect salon environment for your customers.

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Salon Retail Reasoning – Beauty Planet Salon Design

Want to create a retail area in your salon but aren’t sure the best way to go about it? Or maybe you’re struggling for space and don’t know how to incorporate retail into your existing space?

Whatever your dilemma, our retail expert Matthew Lutos, managing director of Beauty Planet Salon Designs, has the answers. Here he tackles some of the most common questions when it comes to creating a salon retail area…

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I have an existing salon retail area that is not doing particularly well, but I don’t have a huge amount of stock. Could this be the reason why are stock levels that important?

Absolutely – stock levels are a major factor and you should always have your retail area well stocked with a wide variety of different professional products to choose from. It is really important that you look like you are open for business and that you have the image of a professional retailer. You are never going to achieve this unless you are well stocked up.

Fully stocked shelves with variety invite people to reach out and buy, whereas shelves that are low on stock and minimal will look like a display that’s not for sale. People won’t buy from something that looks like a display but they will buy from something that looks like a professional retail area. Look at supermarkets and department stores and the way they display their products- there is a reason why they pay people to constantly fill the shelves. And ensure variety.

I don’t have prices on my products because I’m scared the price will put people off and stop them from buying. Am I right?

Actually the worst thing you can do is not price your products. Think of any other professional retail outlet and imagine if they did not price things. Instantly you would buy less because you would be too embarrassed to ask or would not be able to make an informed decision without the price knowledge. Research has shown that out of all the people who do nut buy professional products from a salon, more than 70% of them do not do so because they do not know the price.

In the UK in particular we do not like to ask how much something is, because we do not want the embarrassment of declining the purchase and looking as if we cannot afford it. My recommendation to salons is to buy a nice piece of acrylic and use it to display prices on. By pricing everything you are also immediately delivering the message that you are open for business.

Should I be displaying information about the salon products or is that not necessary? I don’t want to put people off with information overload…

Always display information on the products and don’t be afraid to educate people. In salons the retail area is usually by the waiting area/reception, so often clients have a few minutes to browse. Giving them information on each product is simply giving them a reason to buy that product- people need solid reasons to pay a considerably higher price for your professional hair care products. You need to make your retail area active and the only way you will do that is by clearly pricing and pointing out the benefits of each product. This should always be kept simple and concise- don’t blind clients with science, but simply tell them in bullet points or in a few words what the product does and who it is suitable for. By doing this you are instantly connecting with them and giving them reasons to buy.

Research tells us that over 75% of people buying in hair and beauty salons make their decisions in the salon at point of retail. People don’t tend to think about it and come back so you only have one chance to make a convincing proposition about the product’s benefits. After all you are asking them to often pay three or four times the price of a hair product in a supermarket. So education on professional products benefits is critical.

Read More on Salon Retail here

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