Easy ways to bump up your sales

Your retail business should be as lucrative as your top stylist. Here are some revenue-boosting tips from Mitch Lucas, sales director for KPSS's Goldwell and KMS California, if it's not quite there yet!

1. Give your clients choice

The salons that tend to sell the most retail focus on giving their clients a choice of products and a selection of different ranges. Clients today have read about the benefits of different products in the consumer press and want to be able to buy them when they visit your salon.

2. Create an interactive environment

Your clients should be able to touch and smell the product, as well as read the back of the bottle. It's vital your retail experience is inviting. Barriers such as products behind glass doors or windows can make the client feel too intimidated to browse.

3. Keep it clean

Make sure you convey the right retail image.  Your products should be well displayed, with labels facing the customer and your shelves should look immaculate. Consider investing in bespoke retail shelves to suit your particular salon environment

4. Rotate your retail

Supermarket chains constantly move shelving and revolve their fixtures to draw consumers' attention to different products. Rotating your retail products on a regular basis encourages your clients to experience different ranges and products instead of being drawn back to the same section of your retail area.

5. Pick promotions carefully

Promotional offers are a great opportunity to increase sales, as well as a good way of increasing client awareness of a product and giving them the chance to try something new. The most successful offers are when the perceived value of the item or gift with purchase is very strong, and when the offer motivates the client to purchase the item on another occasion.

6. Get the whole team involved

Everyone in the salon team should take retail and have a good understanding of your product ranges. Your assistants should be talking about the shampoo, conditioner and treatments they are using at the backwash, your stylists should be recommending finishing products and your receptionists should be on hand to assist clients in the retail area. Your product supplier should also be providing you with regular training. Product knowledge sessions shouldn’t be too lengthy; they should be sharp, enjoyable and involve all members of the salon team.

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