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Hello, August! Wherever you are reading this, I hope the sun is shining and you’re looking back on a successful busy season.
This month, I want to focus on one question I’m frequently asked: how do I make my lotion shelves and retail space more appealing? Let’s talk about the tips and tricks for creating a buying environment in your salon that will invite your guests to BUY!
Make windows shine. Many operators of small salons don’t do window displays, letting potential customers simply look straight into the store; or worse, they put up curtains or blinds so that you cannot see what’s for sale inside. That is a mistake – just as your eyes are the windows of your soul, store windows are the eyes of the store. Each window should tell a story.
To create an appealing display, think of getting custom window clings made that offer a special deal or promotion – like, “Unlimited Tanning for as Low as $18.88 a Month” or “Tan here FREE! Ask me how!”
Once customers have entered your salon, what do they see? A big, beautiful lotion display? Or, do they see an employee sitting in a chair behind the counter? The way you display your retail products is crucial in the eyes of the consumer. You should be selling about 20-25 lotion SKUs (individual products) – displaying a limited number of items creates a high-end appearance. Any time you enter a high-end department store, the merchandise is nicely displayed and evenly spaced on the shelves, giving an “upscale appeal.” When you go into a bargain store, you will notice a huge variety of items all displayed together, which makes nothing in particular stand out. An easy way to avoid this mistake is to not have too few or too many products on your shelves. Too few, and you give the impression that you are running low, and that what’s left is just the stuff you haven’t been able to sell. On the flipside, displaying too many bottles gives the appearance that no product line is better than the others, and generally, a consumer will lose interest when looking at a cluttered lotion shelf.
In my opinion, the perfect number is 20-25 products with about 3-6 of each SKU displayed, depending on how much space you have. Always place your high-end product line on the very top shelves. This gives that “top-shelf” impression, almost as if it’s so special, you have to ask the staff to bring it down for you. Our eyes automatically go to the top and move down, so your high-end line is the first product you want salon guests to see when walking through the door. Move down from there, ultimately putting your low-end products on the lowest shelf. I think the lotion shelves should be directly behind the counter if there is space – that way, the consumer sees your lotion shelves immediately, and they have something to look at while checking in for their tanning session.
Counter Space – A lot of salons I visit on the road do not make good use of their retail counter space. An easy and effective tip: whatever your monthly special or program is, print it on a nice piece of paper and display it in a cute picture frame on the counter near the register. This is also a great place to put impulse items, such as bronzing powders, lip gloss and my favorite – a tester bottle of tan extender. An easy way to generate after-tan product sales is to offer a tester with a little sign that says, “Are you skipping a step in your tanning process? Tan extending moisturizers help to lock in your results and keep your skin beautiful, healthy and hydrated.”
Don’t consider it a finished job once you’ve made your changes, either. You need to re-do the displays every couple of weeks to give your guests a fresh experience.
However your salon is set up, it’s important to prominently display the best products you offer! When you use your retail space properly, you will increase your sales by creating an environment that encourages your guests to BUY!
When used properly, your retail space will encourage your guests to BUY!
is Devoted Creations’ National Sales Trainer & Educator. With ten years of industry experience, she works directly with the company’s distribution & salon partners to improve product knowledge & sales.
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