Create Buying Behavior

All of us in the retail business wish we could sell more.  Finding the perfect product mix, creating the right retail area, and convincing your staff that selling is part of their job can lead to many sleepless nights.  Let’s explore the why and how to grow your retail sales!

Method to the Madness

There are vital aspects to creating the right environment that drives buying behavior.  These might seem like no-brainers however they are often forgotten and are crucial to selling. 

• Attention capturing display.
• Easily locate products.
• Ability to engage with products.

If you want to sell more you need to give clients an area that screams this is our retail product line; we would like you to see and experience our products. Don’t hide your retail behind the reception counter. How engaging is that? Its not! Have an organized and beautiful retail section with shelves labeled to make products easy to find. Organize by product type or the solution the products offers. Create a try-me sampling area. Think of this as the department store floor. This allows customers to touch, feel, smell, and experience the product to determine their purchase. Change up your retail area with new displays and samples about every 4- 6 weeks. This allows clients that regularly visit to see something new each time they enter your location and hence provide a new buying opportunity.

Tricks of the Trade

• Eye level is buy level. Time after time the most purchased product is the one customers can easily view. This is your prime retail real estate. Use it wisely.
  
• Information access.  Provide information such as product brochure display holders next to items. This avoids the pushy salesman vibe and allows clients to self-service when making their buying decision.
  
• Keep right. If possible put your retail areas on the right side. Most people turn right when they enter a store so this will pull them toward your products.
  
• Education is essential.  Keep your staff up to date on all the benefits of your products. Their one-on-one recommendation is priceless to encourage clients to buy. They need to know the products, your inventory levels, and your overall selling goals to be successful. Weekly team meetings on these details are recommended.
  
• Add the social element.  Customer recommendations are powerful purchase driving tools. Create a “rate your product” area on your website or social media areas. This allows customers to share their experiences with your products and that encourages others to give them a try. An added benefit of rate and review is the additional insight to right size your inventory.You can uncover your star products as well as uncover the dogs that need to go.
  
• Promote it baby! You can’t just throw products up and hope they move. Talk up your products in all areas of our business.  Create offers, specials, deals, gift with purchase, fun incentives, or cause-related marketing efforts to keep your retail top of mind and drive those sales.

Follow these tips and you are well on your way to improving your retail business.  Have more retail advice?  Please share below. Happy Selling!

Provide Added Value to Increase Sales

In these economic times, clients are looking for more for less. Many have cut back on their beloved beauty treatments and products, but they still love to indulge in little moments of luxury. Here are some easy ways you can provide added value to increase your sales.

Super Size
Many manufacturers are running specials for bottles with 25% more free or increased sizes. Add these to your retail product mix. You can also add in trial samples with each purchase. Clients love free samples! It will encourage more retail sales and they just might love that sample they tried. Another way to increase the perceived value is by creating gift sets. Take a travel bag or elegant packaging and group products sets such as salon systems, skin care collections, or make-up kits into one price. Clients feel they are getting more for their money. You can also create a variety of price points to meet any budget.

Showcase
Your retail areas should be easy to navigate with organized shelves, signage directing clients to their areas of interest, and styled for the current season or promotion. Take a tip from department stores and add a magic table. These are draped round tables that highlight a product or promotion. Allow customers to try samples and experience your products before the buy. Clients will be more inclined to purchase if they know what they are getting.

Goodwill
Tie your services and products to a charity or other socially responsible effort Align with a cause that reflects your business and customers, such as breast cancer awareness or going green. Choose to donate a portion of service and product sales. Clients will feel better on splurging if they are helping others. Your business benefits for tax purposes and creating goodwill.

Details Matter
Don’t forget the devil is in the details. If clients are investing in a bit of luxury, you want them to feel the luxury in the experience. Make sure your location is clean, warm, and inviting. Call clients by name and offer hot tea or cool beverages when clients receive services. Include details such as fresh flowers, bows tying up gift cards, and elegant packaging for retail purchases.

Adding more value in your offering will make clients feel they are getting more bang for their buck. Clients will enjoy their experience and moment of luxury - and will want to indulge again soon!

Share your tip or idea that has helped your business add more value and increase sales!