Salon and spa owners often wonder why they do not sell more skin care products. According to experts, most salon and spa owners spend time and money marketing treatments and services. Neglect of the retail side of the business results in lackluster sales for skin care and other beauty products. Salons and spas should aim for 60 percent treatment and 40 percent skin care retail sales. To increase retail sales, the facility must carry products that meet the needs of its clientele.
Product positioning is also a contributor to sales. Skin care product placement in major department stores provides inspiration. Skin care items are usually placed front and center in appealing visual displays that receive adequate illumination. Prime positions are reserved for products with the highest price points and stock is always plentiful.
The typical salon or spa is laid out to accommodate treatments and other services. Retail space is usually the last consideration. A salon that devotes just ten percent of its space to retailing can expect retail sales to be about ten percent of total sales. A layout redesign may not be feasible so salon and spa owners should focus on making better use of displays, lighting, and space. When products are highlighted, customers realize that the facilities specialize in more than just treatment and services.
Improving staff selling skills through training can help increase retail sales. Staff should be knowledgeable about the ingredients and benefits of each product. They should understand which products are most suitable for certain types of skin and show customers how to apply products correctly. Customers will come to trust and rely upon the opinions of staff about which products will make their skin look and feel better.
Incentive programs can also stimulate retail sales and a gift with purchase is effectively used by many department stores. Salon and spa owners should request this from product suppliers or design their own programs. Suppliers may offer two-for-one buy-in deals during the year. These can be used to create a gift with purchase program, providing customers with a special gift for buying two items.
A complimentary skin care analysis with purchase of a service can get customers interested in both treatments and skin care products. Many customers want to learn how to maintain healthy skin and will accept the recommendations. When they purchase the skin care products that address issues revealed through the analysis, they increase skin care retail sales for the facility.
