Creating a memorable experience for salon guests extends beyond the stylist’s chair. As many retail superstars know, capturing customers' attention, and creating that 'need to buy', is a full-time project given today’s world of sensory overload.
Most salons acknowledge the obvious… Valentine's Day, Mothers Day and Everyone Else’s Holiday can be seen splashed across windows, websites, shelves and social channels, often so overdone that consumers become immune to the usual hearts and flowers.
Salon guests are no exception. They are smart, savvy shoppers who expect more from their stylists than lackluster retail marketing tactics. So, the question for most salon owners remains, “What will inspire my salon guests to purchase?”
Identifying the best answer will put you on the path to securing valuable retail dollars for your salon instead of your competition.Think personalization peppered with a little customization. Make it all about your customer, and shine that retail spotlight on the perfect product or solution for your guests’ beauty needs at just the right moment.
Successful Product Spotlights
Take a look at your own favorite brick and mortar stores. You probably have noticed those fabulous specialty displays, the ones that showcase a fan favorite or “staff pick” and draw you in to check out what is being offered. Typically these spotlights are located in prime traffic areas, out in front of retail shelving.
The most successful “spotlights” are fresh, timely and on trend, so they captivate shoppers and ultimately spark a purchase. Apply that same philosophy in your salon, and you can make a bigger impact with key features like new products, seasonal must-haves or staff picks displayed prominently in the center of your salon retail space or other high traffic areas.
Tell Your Product Story
No longer is putting a shampoo and conditioner on a pedestal with a sale sign enough to capture attention. Be more purposeful - tell a story. Be mindful of your guests’ common beauty questions, then craft a spotlight story that catches their eye and their wallet. For example, featuring a solution-oriented story each month, one that addresses common hair challenges, such as frizz, hair loss or color conservation, is sure to generate far more interest than a display loaded with decorator accessories.
You only need to look as far as your calendar to identify seasonal topics and traditions that can spark a great beauty conversation. From dry winter flyaways to summer sun damage and those holidays in between, you have fuel for high impact spotlights that will be on target when it comes to providing your guests with beauty must-haves.
A Retail Inspiration Station
Consider your well crafted retail spotlight an “inspiration station” for guests, a spot where they can’t help but stop to explore and engage. Regularly updated spotlight displays that surprise and delight with the unexpected (say a sample offer, social challenge or contest) will keep salon guests curious as to what they might encounter at each salon visit.
Remember, if retail displays become too routine or too cluttered, your salon guests will just walk on by. Eufora retail experts share this simple and powerful tip, “Educate - don’t inundate.”
Lean on Your Retail Partner
Need some help to keep the retail selling spark alive all twelve months of the year? Look to your trusted manufacturer and distributor partners for promotional highlights like gifts with purchase, or sample sizes that could make the perfect seasonal special offer for your guests, or even impactful new merchandising pieces.
A good partner will want to make the most of every selling opportunity, and you may be surprised at the marketing tool box you can build together!
About Eufora: In a category that’s crowded with rampant brand over-promising, the Eufora voice stands out as honest, real and personal. It takes its cues from the vision of company founders, Don and Beth Bewley, who, in 1997, started a hair care company built on a foundation of passion, integrity and caring for the professional salon world. Today Eufora is recognized globally for a vision that extends beyond the innovation of people and planet friendly products, delivering on a promise to provide incomparable leadership programs and technical training to nurture and grow the next generation of salon professionals. For more information visit eufora.net.
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