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Sweet, sweet summertime! The weather is warm, your customers are out on family vacations and spending their time away from the salon. This season has historically created less salon foot traffic, as well as being known as the peak time when tanners cancel or freeze their memberships. By thinking outside the bed, you can maximize profits with the guests who are still coming in – even if there aren’t as many of them.
Try to look at this season as an opportunity to promote more of the retail items you wouldn’t typically sell.
When I say “think outside the bed” what I mean is to think of revenue generators beyond your traditional indoor tanning lotions. There are so many other items you can offer in your salon to increase your retail sales despite the lower number of people utilizing your tanning services. Below, I will discuss a few of them.
The first thing we think of in the summer is getting outside into the sun – are you selling SPF products? Do you have a good selection of indoor/outdoor tanning lotions? These are retail items that should be placed front and center. If your salon guests plan to be outdoors enjoying the sun, there is no reason why they shouldn’t be buying professional suncare products from YOU to use inside and outside the salon.
Another easy sale is a tan-extending moisturizer – everyone, tanners or non-tanners, should be using a moisturizer after they shower and after sun exposure. We all know the importance of using salon quality after-sun moisturizers as they help prolong the life of your tan, as well as replenish lost moisture. Having a fun selection of summer moisturizers will entice guests to purchase these much-needed items from you as opposed to buying them from a big box store. I always recommend placing a tester bottle on the front counter; when customers can smell and feel the product, they are much more likely to purchase it.
Sunless, Sunless, Sunless! So many sunless tanning brands offer a wide variety of retail products to help build color. With your customers spending more time outdoors and less time in the salon, things like tan lines, fading and generally showing more skin every day tend to increase the need for at-home sunless products created to build, blend and maintain their tan. Make sure you have a wide range of products that meet your customers’ needs for tan maintenance, whether achieved indoors or outdoors.
The summer slowdown can be challenging; but try to look at this time as an opportunity to sell items you wouldn’t typically sell during other seasons. As with any retail products, education is key. Many manufacturers offer training for your team so they can confidently sell these types of retail items, especially when they have fewer opportunities during the slow season.
As Director of Brand Development for Devoted Creations’ family of brands, Lisa brings 17 years of industry experience, knowledge and enthusiasm to all aspects of the business, including social media, product development, training, customer relations, public speaking and marketing strategies. Lisa worked at the salon level managing a large chain of salons, which infuses her sales training and brand concepts with real world experience. Lisa has been chosen IST Magazine’s “Person of the Year” four times.
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