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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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.
Once we have agreed the costs and you have signed off the floorplan, we can produce a 3D visual of your Salon. It will give you an immediate idea of your vision and enable everybody to understand just what you want to create. The quality of our 3D visuals is amongst the very best so you will enjoy seeing your vision come alive.
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!
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…
“For me, it was important to find a designer that I could work with in a collaborative way. I liked Beauty Planet’s no-nonsense approach and also felt that we could talk to each other without negative consequences. The beauty of a good designer is that everything is done meticulously and I got exactly what I expected.”Guy Christian – Owner