Ways to encourage retail sales throughout the beauty experience
Adding retail can be a great way to boost your profits, but it’s also about creating a well-rounded experience for your clientele during their appointments.
Out of the different types of beauty businesses that use Square Appointments, health and beauty spas sell the most online and in person. It may be because health and beauty spas offer a range of services that can be paired with products, or because there is ample time before and after services for clients to peruse a spa’s shop. Here are four different ways you can incorporate products into your spa or salon space to encourage more retail sales:
Merchandising: Merchandising often plays a big part in the client’s first impression of your business when they step in the door. From the organizational feel to the brand recognition of your products, proper merchandising can pull your clients in to look around and shop while they wait. Even merchandising exclusive, salon-professional products can make a significant impact on your overall sales.
In-store placement: Understanding the importance of in-store placement for your retail products can make all the difference in increasing your sales. Look at the options throughout your storefront, such as near the entrance or next to mirrors or workstations. Experiment with arrangements and place alternating items as the hero product on the display. Integrate corresponding products naturally into each step of their overall service experience.
Psychology: Did you know product aspects such as color and shape affect the way we shop as consumers? Consumer psychology plays a big role in impulse purchases, so understanding color psychology and refreshing your displays regularly can make items seem new and exciting.
Seasonality: Just as most people decorate for the holidays, update your merchandising and products to fit the season. For example, if your business sells makeup products, you may want to bring in bright, vibrant colors for Halloween to entice your clients to purchase their costumes, then switch it up to blacks and shimmer for the perfect New Year’s Eve look.
When possible, offer free product samples to your clients for them to try before they buy. Include in-store demos of products such as hair dryers, razors, and other beauty tools. Offering free product samples or demos can help build trust with your clients. Since most beauty supplies are nonrefundable, providing those samples or demos first lets the clients find out what works best for them before purchasing. Educate your clients on how they can use these products at home, and they’ll build trust in your business and staff knowledge.