With 2017 just getting started, it's time to examine how retail can change your business.
How Retail Works for You
Retailing products can help grow your business. They can boost your bottom line, and cultivate customer loyalty. Retailing is a silent profit center - you don’t have to do anything, except create a nice display area to attract clients. Your salon, spa, or private studio should have space carved out for those must-have products that your clients need to take home to maintain their new look. It doesn’t matter how big or small your business is retailing products is a must.
Lean on Your Vendor
If you are a single stylist, you should have a shelf dedicated to aftercare items. If there is enough room, add in some “impulse buys”, like:
lash sealant
extension safe mascara
lash cleanser
mascara wands
Additional items could be eye make-up, so look for a vendor who carries items you feel great about.
The benefits of a great vendor are endless. Recently, my favorite vendor sent me a few samples of eye liner, mascara, and eye shadow. This vendor is savvy and understands client needs, and I love the new items - which makes me passionate about sharing them with my clients! I have set aside a small area in my retail section to display these new additions.
Get Your Staff on Board
You may get a bit of push-back from your staff, if they think they are “selling.” I diffuse the objection by asking my staff to try the products first. If they like the products, they are better able to “recommend” them, instead of “selling.” I don’t know about you, but anytime I can add to my bottom line, I’m willing to give it a go.
I would also recommend a small line of strip lashes to offer clients who want to take a break, or have had a reaction to lash extensions. Many clients are sad when they have to discontinue lashes, and sending them home with a pair of these can help soften the blow.
Get your business off to a great start with a new addition of retail products. It will make the world of difference.
Maryann Matykowski
Maryann has an accomplished, 30+ year background in the beauty industry. As a cosmetologist she opened her first salon in ’83. She has specialized as an educator since 2006. Maryann knows what it takes to create successful salon businesses and is here to share her experience with you.
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