Retail is a big part of the success of the Techniques Salon and Spa of Blackwood, NJ. Owner Christy Cholerton has been studying retail for years and has a fresh philosophy that works for her staff, clients and bottom line.
Although six lines are retailed in the salon, Cholerton focuses on one line every two months, offering promotions and incentives while displaying the "focus" line throughout the salon. Modern stopped by during the Alterna promotion and witnessed the success of the focus concept. Clients were gobbling up the products which were displayed on multiple shelves in the front, back and side of the salon.
"It's more than making it visible," says Cholerton. "We introduce guests to the line at the station and then offer discounts for multiple purchases. It's also a great way to get the product in the hands of the stylist."
Techniques competes comfortably with mass market outlets. "We carry high grade, professional products, but offer at price points to compete with the drug store brands. We also make sure to offer products that have different price points within the line."
The product focus has really worked for Techniques, with booming success for all involved. Watch this video and learn Cholerton's insider tips, including her philosophy of treating shampoo, conditioning treatments and styling products as if each works best when working together.
For reprint and licensing requests for this article, Click here.