Salon Retail With Matthew Lutos

A realistic way of looking at it is that for every customer who is tightening the purse strings by prolonging their visitor to the salon, there are many clients who are exceptionally open to buying products and whose average spend can easily be topped up. Even if every loyal customer ups their spend by adding one retail product to their bill, the figures will be in a much healthier state.

Capturing this market is key and Matthew Lutos, Managing Director of Beauty Planet Salon Designs, has helped many salons improve their retails sales, even when the economy is looking decidedly dodgy.

Matthew’s background, includes his company Beauty Planet Salon Design which specialises in designing salon retail environments for premium hair and beauty brands.

“Retail, if done properly, should give a salon in excess of 15% of turnover. In some cases a lot more. If you are getting any less than this then something is missing in your retail set up. The key is being as smart about how you present your products similar to the retailers in somewhere like Selfridges”, say Matthew.

“When you are thinking about salon retail, think like the premium retailers but remember that you and your team have a crucial selling edge over them, and that is your expertise. Extra revenue is out there to be made but it is vital that salon owners create the right retail environment if they want to take full advantage of this opportunity, “adds Matthew.

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Look like you’re actively ‘selling’

So many salons have retail displays that look like they could just be there for the stylists to use. Think about the positioning of your retail area in relation to the waiting area. The products and messages should be talking to those clients.

Get in touch with Matthew Lutos for expert advice on salon design.

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Salon Retail Reasoning with Matthew Lutos

Want to create a salon retail area 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 retail area in the salon…

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I have a small salon and don’t have the space for retail. Any suggestions?

 

It’s more important to consider what you will do with your limited space. Often a metre wide will be enough! The important thing is to think about the environment you are creating- it is far more beneficial to have a small one metre retail area that works for you than a large area that doesn’t shift stock.

 

A custom built unit is obviously best. Olymp do some stunning retail units that can be made to measure, or if you’re on a budget and want to use an existing unit then think about how you can make a feature of the area through lighting. LED lights are inexpensive now and make a big difference to retail units- they really give the space its own identity.

 

Be wary of just using standard glass shelves in a handy alcove though- often just putting products on a shelf will look dull and you’ll struggle to create an ACTIVE salon retail area that talks to your customers. Remember, you are competing with supermarkets and the like and you need to look professional and ready for business- particularly as you are charging much higher prices than a supermarket.

 

 

 

I’ve followed all the ‘retailing rules’ and created a great space which is working well, but how can I draw more attention to the area?

 

The future of retailing is most definitely through moving media messages. This is something that Beauty Planet Salon Designs are really passionate about. Think about the way that people advertise on the tube line now- there are movie screens as you go down the escalators and wait on the platforms- and if you go to New York City, you’ll see shops with giant TV screens in their windows projecting their keys messages. This is the future of all retailing and salons are perfect models for this kind of client interaction. Small monitor placed in your retail display can have a sequence of messages and information on, which will relay all your key messages to your client- consider including lifestyle images; your own creative work; seasonal offers; product benefits etc. Today’s media technology is incredible and sleek, sophisticated monitors built into retail units will most definitely has dropped in price massively over recent years and I believe is well worth the small investment it requires.

 

Contact Beauty Planet Salon Design for assistance with salon retail services.

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Don’ts of salon design by Matthew Lutos

Here are some don’ts of getting to know your customer and designing your salon by salon design expert, Matthew Lutos:

– Assume you know your customer. Even if you knew it five years ago, the demographics in your area could have changed.

– Waste money on features that you personally love but that will do nothing to add value to your salon. You may have always wanted a stunning water feature, but if you’re aiming at the middle market and want to be the “fast food” of hairdressing, then it’s a waste of money.

– Scrimp and save on cheap salon furniture and design. Getting the experts in to offer their design advice will be money well spent, and cheap furniture is not an investment and it won’t last in a busy salon environment.

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Don’t forget to visit Beauty Planet Salon Design website for assistance with retail designing.

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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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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

Contact us for more information on salon design services.

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More Salon Products – Beauty Planet Salon Design

Beauty Planet Salon Design has launched new more salon products. These salon products are essential part of every salon.

Check it out:

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Matthew Lutos is the managing director of Beauty Planet Salon Design. Matthew’s background is in designing high-end retail environments, so competing for sales is something he truly gets.

He advices “Make sure all your products signposted really clearly, with the basic information on each point of the sale tag. Customers want to know what the product is, what it does, if it’s suitable for their hair type and how much it costs. Establish that its worth paying for.”

Keep visiting our website for more information on salon retail.

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Salon Retail – 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 retail area in the salon…

Check out these salon retail designs by Matthew Lutos and his team:

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At Beauty Planet, we provide assistance with salon design and also provide high quality salon furniture.

Call us 0208 875 2343 to book an appointment today to give a new face to your salon and increase your retail sales.

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