Common Pitfalls of Retailing for Men
Want to drive men straight out of your business and away from your retail area? Here are five common pitfalls.
1. Product Clutter. A clean, well-laid out product area will be more effective for all of your customers. But for men, the clutter will really make them crazy, especially if they canât figure out which products are intended for them. Devote a special section to menâs products and indicate it is for them.
2. No Price. Make sure each and every product is clearly marked with a price. Nothingâs more frustrating than picking up a product you like and not being able to find out how much it costs without consulting the receptionist.
3. Strong Scents. If you donât carry a special menâs line in your salon, make sure you carry one thatâs scent-neutral or scentless. Men arenât going to purchase floral or fruity-smelling products.
4. Pretty Packaging. Same goes for packaging. Are all your products pale pink with yellow trim? Theyâre not going to make it out of the salon and into your male clientsâ bathrooms.
5. No Explanation. Men are not as familiar with terms like âmolding clayâ or âfoaming gelâ as women are. They also arenât always going to take the time to squint at the tiny paragraph of writing on the bottle that explains the productâs features. A notecard with a few well-chosen descriptors (for example: âprovides great hold without that crispy feel.â) will go a long way to helping your male clients choose the right products.