Pump Up Your Retail

September 22nd, 2011


There are several things you can do when setting up the retail space in your salon to help entice clients to purchase more of your lovely hair products. Paco Underhill, owner of research and consulting firms and author of “Why We Buy“, has some great tips in his book on how you can increase your retail sales by where and how you display product.

Here are a few of his tips that I thought would work well in a salon or spa environment.

  • Research has shown that when we enter a store or business we naturally walk to the right, we just can’t help it. By placing your product shelves/display on the right hand side of your salon, it will catch the eye of customers as they enter your business.
  • Don’t place your retail too close to the entrance of your salon or spa though, this is a transition zone for people coming into your business. While entering this area, they aren’t paying attention to anything except arriving, taking off their coat, adjusting to the changes in temperature and lighting, etc.  We are totally distracted at this point and won’t notice the product.
  • Allowing more space between the entrance to the store and your retail area also gives customers time to view the product as they approach, building a “visual anticipation”.

There are also several easy ways to display products in your retail area to encourage interest in them.

  • Place shelves and racks on an angle or “chevron” shape so more of what’s on the shelves is exposed to the shopper.
  • Tilt the bottom product shelf upwards so clients can see product on display down there.
  • Ensure that product information or sale signs are not obscuring the goods that you’re trying to sell.

A few simple changes can make a huge difference when it comes to retail.  Try things out and monitor your sales to see what works best for your salon. I hope these tips will help your retail sales skyrocket!

christine
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