A Partner in Business and in Life
At Janet St. Paul Studio for Hair and Beauty, Director of Operations Natasha McMillen helps bring her wife Janet St. Paul's vision to life, elevating every system from education to operations.
by Stacey Soble
May Musts
Do your retail lines meet the unique needs of your client market? Consider this:
by Staff
July 11, 20112 min to read
Do your retail lines meet the unique needs of
your client market? Consider this:
Start with your staff.
At the next staff meeting,
conduct a frank discussion, asking staff members if
they feel their clients' needs are being met by your
current lines. Do they ever recommend products you
don't carry? Make a list of missing categories, such
as thinning hair, curl control, sensitive skin…
Survey your clients. Put
together a written
or online survey and give your
clients a sample product to
encourage participation. Inquire
about their biggest beauty issues.
Have they purchased products
in your salon that address these
issues? What professional products do they
buy outside of your salon, and why?
Conduct a focus group. Take your client probe to the next level by gathering
a group of your top 10 clients. Again, ask about their needs and satisfaction
or dissatisfaction about your product offerings. What would they like to see?
Find out what they buy elsewhere and why. You can even invite them to trial
products you're considering adding and ask for their honest opinions.
Analyze your sales history. Your staff and clients may
be honest, or they may tell you what you
want to hear, but numbers never lie. Look
at your retail history. Are sales up or down?
Ask your DSC how your
sales compare to other
comparable salons.
Consider other factors. If your research reveals that your retail does meet
client needs, look at other factors that may interfere with sales. Do you have
offerings at different price points? Are your staff members educating clients
about your products? Are they making specific recommendations? Does your
retail area encourage a positive shopping experience?
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