Time keeps ticking towards 2011. Here is a sneak peek at some of the trends to position your business a head of the curve!
Organic
Natural, organic products and services continue to gain popularity. The sustainability and green movements are driving innovative lines of hair, skin, and various beauty products. Try offering a new organic retail product line or introduce a new organic-based service.
Wellness
A broader sense of beauty is showing up in spas, beauty treatments and beauty products. Beauty is taking on a much broader meaning that just the latest hairstyle or nail color. Anti-aging and wellness are tied into being healthy and beautiful. Adding in some wellness aspects of your services and retail lines can keep you on top of this trend. Partner with a yoga studio to offer discount classes for clients or host a VIP event with your local fitness center. Add a line of wellness teas, essential oils, or relaxation cds.
Niche boutique brands or private label
Many salons and spas will see stronger retail success in carrying niche boutique brands or private label retail products. The big brand professional products are getting easier for clients to find through mass merchandisers or through diversion. Carrying a small brand or a private label brand that can only be found at your location will make your retail products exclusive and avoid clients going elsewhere.
Make-up Products & Services
A key item being added to the salon and spas retail lineup are make-up products. Trends in bold bright and dark, earthy colors can be seen in make-up such as nail polish and eyes or lip colors. Align to one line to test the waters. Promote a free make-over like they do in department stores. Tie in organic or niche brands and you could have a retail rock star!
Personalized and Value Added
Look for ways you can personalize your clients’ experiences by having a la cart services or product options available. For retail items such as skin care lines, allow clients to pick and choose the products they would like for in a value priced set. Offer free personalized consultation, makeovers, or samples so customers can try before they buy.
There you have it – some 2011 trends seen in my crystal ball. Don’t be overwhelmed. Pick one or two that most relate to your business and develop a plan to incorporate the trend in the coming year. What are some trends you are seeing? Share your thoughts below!
Monday, November 22, 2010
Wednesday, October 27, 2010
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!
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!
Wednesday, September 22, 2010
Grow your Business with Referrals…without even asking!
One of the best ways you can grow your business is with a recommendation from a client you have already served. Many of us shy away from obtaining referrals. We believe it will be an uncomfortable interaction and could lead to rejection. Here are a couple of easy – and fun – ways to create a referral program without having to truly ask for a referral!
Transaction Based
Completion of a service is the perfect time to reach out for a referral. One option is to educate your guest that you have a new referral savings program. Staff member says, “If you loved the service you received today, we would love to share the news with your friends and family! As a thank you for your referral you will save 20% of your next visit and so will your friend”. Hand them a referral postcard card. They can simply fill it out and drop off in your salon or mail it back. There is no pressure on your staff or your client. You collect the referrals and contact them with their special offer. Another option is send postcard mailing directly to your client list with this same offer. Basing your referral request on a transaction by providing a percentage off or a free product with service will drive new customers and gives your loyal clients a bonus for helping you grow.
Sweepstakes
Host a Referral Sweepstakes contest in your business. You can tie it into your holiday promotions. From Oct 1st to Dec 20th hold a referral sweepstake giving away a free vacation to a sunny locale or a weekend at the spa. Have signage through out your business showcasing the contest. Each referral a client passes your way allows them another entry in the contest. Follow up with the referral name right away. They should receive a gift or discount for trying your services. Then draw the winner at the end of Dec. Feature the winner in your salon newsletter and promote it in the salon.
These are just two ideas to get you started. Although there are marketing and margin costs involved, not only will it drive new clients to your chairs, but it can also spur buzz about your business if you promote it correctly. Modify these ideas and make them your own. Please share your referral program idea or comments below. Create excitement and make referrals fun for all parties and watch your business grow!
Transaction Based
Completion of a service is the perfect time to reach out for a referral. One option is to educate your guest that you have a new referral savings program. Staff member says, “If you loved the service you received today, we would love to share the news with your friends and family! As a thank you for your referral you will save 20% of your next visit and so will your friend”. Hand them a referral postcard card. They can simply fill it out and drop off in your salon or mail it back. There is no pressure on your staff or your client. You collect the referrals and contact them with their special offer. Another option is send postcard mailing directly to your client list with this same offer. Basing your referral request on a transaction by providing a percentage off or a free product with service will drive new customers and gives your loyal clients a bonus for helping you grow.
Sweepstakes
Host a Referral Sweepstakes contest in your business. You can tie it into your holiday promotions. From Oct 1st to Dec 20th hold a referral sweepstake giving away a free vacation to a sunny locale or a weekend at the spa. Have signage through out your business showcasing the contest. Each referral a client passes your way allows them another entry in the contest. Follow up with the referral name right away. They should receive a gift or discount for trying your services. Then draw the winner at the end of Dec. Feature the winner in your salon newsletter and promote it in the salon.
These are just two ideas to get you started. Although there are marketing and margin costs involved, not only will it drive new clients to your chairs, but it can also spur buzz about your business if you promote it correctly. Modify these ideas and make them your own. Please share your referral program idea or comments below. Create excitement and make referrals fun for all parties and watch your business grow!
Wednesday, August 4, 2010
Want to sell more retail products?
In the professional beauty industry, we are the experts on the service side of the business. Many of us have loyal clients with busy chairs. Selling retail products is one area where many of us get stuc. Here are some easy ways to beef up your retail sales and increase your bottom line.
Retail Display
You need a special location to feature your retail products. Typically this area is located close to the check in/out areas. This allows customers to browse if they are waiting for their appoitment and is also easy to upsell at client check out. Your retail display area needs to eye catching. Feature bags with tissue, shelf talkers to highlight specials, and use product risers to add depth and interest. Rotate your display every 4 weeks to keep it fresh and new. Each time a client visits they should see a new display.
Magic Table
Take a tip from the cosmetic departments. Use round tables draped with a cloth and add your product of the month or special offer. This makes the product feel special and draws customers to see what the buzz is about.
Try me - Samples
Customers usually buy more when they can try the product first. Feature try me samples on your magic table. This allow customers to smell and experience your products to be sure they will enjoy it. Provide samples to customers after their service. They will see the difference when they use the products at home and much more likely to buy the product on their next visit.
Staff Education
Many stylists feel they aren’t sales people. They don't want to be “pushy” by halking shampoo. This is far from reality. Educate your staff that selling the right retail products ensures their work will last longer and allows the client to replicate their look at home. It is not being pushy when you are offering to help the client look as good as they are!
What gets Measures Gets Done
The best advice of them all is to measure your retail sales. Have weekly staff meetings reporting on what products are selling the best and who is making the most sales. Brainstorm as a team on ways to improve such as new promotions, retail display ideas, or even new product lines. Additionally,a little friendly competition doesn’t hurt. Offer gift cards or additional time off for the staff members who sell the most.
You don’t always have to offer sales or discounts to increase your retail product movement. Use the power of product promotion to create awareness of your lines, drive interest, and ultimately close the sale!
Retail Display
You need a special location to feature your retail products. Typically this area is located close to the check in/out areas. This allows customers to browse if they are waiting for their appoitment and is also easy to upsell at client check out. Your retail display area needs to eye catching. Feature bags with tissue, shelf talkers to highlight specials, and use product risers to add depth and interest. Rotate your display every 4 weeks to keep it fresh and new. Each time a client visits they should see a new display.
Magic Table
Take a tip from the cosmetic departments. Use round tables draped with a cloth and add your product of the month or special offer. This makes the product feel special and draws customers to see what the buzz is about.
Try me - Samples
Customers usually buy more when they can try the product first. Feature try me samples on your magic table. This allow customers to smell and experience your products to be sure they will enjoy it. Provide samples to customers after their service. They will see the difference when they use the products at home and much more likely to buy the product on their next visit.
Staff Education
Many stylists feel they aren’t sales people. They don't want to be “pushy” by halking shampoo. This is far from reality. Educate your staff that selling the right retail products ensures their work will last longer and allows the client to replicate their look at home. It is not being pushy when you are offering to help the client look as good as they are!
What gets Measures Gets Done
The best advice of them all is to measure your retail sales. Have weekly staff meetings reporting on what products are selling the best and who is making the most sales. Brainstorm as a team on ways to improve such as new promotions, retail display ideas, or even new product lines. Additionally,a little friendly competition doesn’t hurt. Offer gift cards or additional time off for the staff members who sell the most.
You don’t always have to offer sales or discounts to increase your retail product movement. Use the power of product promotion to create awareness of your lines, drive interest, and ultimately close the sale!
Monday, June 14, 2010
Don’t hit the summer snooze button!
With the lazy days of summer upon us, it can be easy to coast through these slower times as customers lengthen appoints, opt for a less-maintenance look, and you and your staff are day-dreaming of a beach day. Don't squander this summer slow down. Make the most of this slower time by planning your way to success for the last part of year!
Jump Start Promotion Planning
Remember that panicked feeling you get when you realize it is almost Halloween and you haven’t even started gearing up for the busy season? The holidays will be here before you know it. Use this down time to strategize on how to maximize sales. Review what offers and products moved last year. Knowing what worked and what didn’t will guide you to your game plan. Plot out a rough guess for your inventory needs. Don’t forget the gift set idea. Offer a variety of pre-packed ready-to-go gift sets. Create a variety of price points for all budgets. Work with your distributor now for discounts on pre-holiday orders or special payment terms to you can stretch out your cash flow. Poll your staff for their input on promotions or retail products that sell. If they feel a part of the planning process, they have more buy-in and will be more likely to whole-heartily participate and hence drive more sales.
Join a Cause
Partnering with a charity can not only makes you feel good, but also can encourage clients to get involved. It results in great PR and can increase sales. Pick a cause that is dear to your heart such as breast cancer awareness, heart health, or the environment. You can create promotions or events around these causes. An example is for October Breast Cancer Awareness Month offer a free awareness band with each purchase or donation. In November align with a food drive in your community to provide needy families a Thanksgiving meal. Give discounts to customers who bring in non-perishable food items. December partner with Toys For Tots and hold a toy drive. These events will provide great publicity for your business, plus you are helping these fabulous causes!
Get Social
By now you are probably swimming in information on how your business needs to be participating in social networking. This can be overwhelming since the social networks seems to change like the wind. Take this slower time to get acquainted with these new marketing tools. If needed, enlist the help of your younger staff to give you quick lessons or to assist in your posting efforts. Websites such as FaceBook and Twitter are free to set up and don’t take much to get up and running. Use these sites to highlight special offers, your cause marketing efforts, or even before and after customer pictures. It is all about building a community of your customers and having them share their experience with your business and brand. Once you get going, it will be easy to keep it up with just a few minutes a day.
These are just a few ideas to make the most of your down time. Be the worker ant and not the grasshopper this summer. With a little planning now, you will reap additional advertising, a less stressful busy season, and increased sales!
Jump Start Promotion Planning
Remember that panicked feeling you get when you realize it is almost Halloween and you haven’t even started gearing up for the busy season? The holidays will be here before you know it. Use this down time to strategize on how to maximize sales. Review what offers and products moved last year. Knowing what worked and what didn’t will guide you to your game plan. Plot out a rough guess for your inventory needs. Don’t forget the gift set idea. Offer a variety of pre-packed ready-to-go gift sets. Create a variety of price points for all budgets. Work with your distributor now for discounts on pre-holiday orders or special payment terms to you can stretch out your cash flow. Poll your staff for their input on promotions or retail products that sell. If they feel a part of the planning process, they have more buy-in and will be more likely to whole-heartily participate and hence drive more sales.
Join a Cause
Partnering with a charity can not only makes you feel good, but also can encourage clients to get involved. It results in great PR and can increase sales. Pick a cause that is dear to your heart such as breast cancer awareness, heart health, or the environment. You can create promotions or events around these causes. An example is for October Breast Cancer Awareness Month offer a free awareness band with each purchase or donation. In November align with a food drive in your community to provide needy families a Thanksgiving meal. Give discounts to customers who bring in non-perishable food items. December partner with Toys For Tots and hold a toy drive. These events will provide great publicity for your business, plus you are helping these fabulous causes!
Get Social
By now you are probably swimming in information on how your business needs to be participating in social networking. This can be overwhelming since the social networks seems to change like the wind. Take this slower time to get acquainted with these new marketing tools. If needed, enlist the help of your younger staff to give you quick lessons or to assist in your posting efforts. Websites such as FaceBook and Twitter are free to set up and don’t take much to get up and running. Use these sites to highlight special offers, your cause marketing efforts, or even before and after customer pictures. It is all about building a community of your customers and having them share their experience with your business and brand. Once you get going, it will be easy to keep it up with just a few minutes a day.
These are just a few ideas to make the most of your down time. Be the worker ant and not the grasshopper this summer. With a little planning now, you will reap additional advertising, a less stressful busy season, and increased sales!
Friday, May 28, 2010
Make your sales sizzle with Summer Promotions!
Summer time and can be a slow time for business. Many people are planning a family trip, heading to the beach, or catching a baseball game. This can take your focus away from promoting services and retail products. Stand out from the crowd and get attention by rolling out these simple promotions to increase summer sales!
Sun-Kissed Specials
Many skin care and hair systems tout UV protection. Highlight these products for the month of June. Use these products on guests during their visits. Have your staff promote them while performing services and at check out. Offer an "SPF 15% Off" discount for all sun protection retail products. You could add ancillary retail items such as SPF lip gloss, sunglasses, scarves or hats. All of these can increase your average ticket and increase your sales. Highlight all these products in your retail display, check out areas, and promote with in-store signage.
Beach Body Ready
Spas can offer various deals on helping clients get beach body ready. Waxing, spray tanning, body wraps and more can have special promotions. Alert clients via email, postcards, and in-store signage. Or create the "Beach Body Ready Special" offering a completed package of all these services with a discount. You can increase your total service count without breaking the bank, increase your average ticket, and help your clients look great on that family vacation!
Polka Dot Bikini Sale
Have some fun with the yellow polka dot bikini song! In July put yellow stickers on a variety of products and offer special discounts or free trial size gift with purchase. Have a yellow polka drawing for each guest that month. When they check out have them draw a yellow polka dot card. These cards can offer discounts, free services, gift cards, or even a day of beauty package.
Block Party
Chances are you’re located by boutiques, restaurants or retailers. Partner with your neighbors and create a weekend block party. Place a variety of retail products out on small sidewalk tables. Each business should promote a special offer...such as a discount off all prebooked appointments or free gift with purchase that day. Not only will it draw attention but it also allows local businesses share customers and creates a warm community atmosphere.
Dog Days of Summer
Summer starts winding down at the beginning of August. Time to move all that summer focused inventory and squeeze in those body services such as spray tanning. Launch a dog days of summer sale offering deep discounts on that inventory to get it off your books to allow for holiday products.
These are just some suggestions to liven up your summer season. Anything can be a promotion so get creative. Selling more should always be top of mind -- even in the slower summer season. Add some fun, be creative and make those summer sales sizzle!
Sun-Kissed Specials
Many skin care and hair systems tout UV protection. Highlight these products for the month of June. Use these products on guests during their visits. Have your staff promote them while performing services and at check out. Offer an "SPF 15% Off" discount for all sun protection retail products. You could add ancillary retail items such as SPF lip gloss, sunglasses, scarves or hats. All of these can increase your average ticket and increase your sales. Highlight all these products in your retail display, check out areas, and promote with in-store signage.
Beach Body Ready
Spas can offer various deals on helping clients get beach body ready. Waxing, spray tanning, body wraps and more can have special promotions. Alert clients via email, postcards, and in-store signage. Or create the "Beach Body Ready Special" offering a completed package of all these services with a discount. You can increase your total service count without breaking the bank, increase your average ticket, and help your clients look great on that family vacation!
Polka Dot Bikini Sale
Have some fun with the yellow polka dot bikini song! In July put yellow stickers on a variety of products and offer special discounts or free trial size gift with purchase. Have a yellow polka drawing for each guest that month. When they check out have them draw a yellow polka dot card. These cards can offer discounts, free services, gift cards, or even a day of beauty package.
Block Party
Chances are you’re located by boutiques, restaurants or retailers. Partner with your neighbors and create a weekend block party. Place a variety of retail products out on small sidewalk tables. Each business should promote a special offer...such as a discount off all prebooked appointments or free gift with purchase that day. Not only will it draw attention but it also allows local businesses share customers and creates a warm community atmosphere.
Dog Days of Summer
Summer starts winding down at the beginning of August. Time to move all that summer focused inventory and squeeze in those body services such as spray tanning. Launch a dog days of summer sale offering deep discounts on that inventory to get it off your books to allow for holiday products.
These are just some suggestions to liven up your summer season. Anything can be a promotion so get creative. Selling more should always be top of mind -- even in the slower summer season. Add some fun, be creative and make those summer sales sizzle!
Thursday, April 22, 2010
The Last Minute Roadmap for a Successful Mother's Day
Have you waited until last minute to plan your Mother's Day promotions? Are you scrambling to make your clients see your services as "the gift" for their mothers and grandmothers? There is still time for your business to benefit by celebrating Mom. Follow this easy road map to success.
Stop Signs
Does your store have signage alerting the customer to think "Mom"? Keep it tasteful and simple. Use clear acrylic frames with printed sheets that read: "Pamper Mom this Mother's Day with a Day at the Spa" or "Make Mom feel as beautiful as she is - give her a day of beauty!" Place these signs near your check out areas, waiting rooms, and stylist stations.
Green Light
Make it an easy choice by creating ready-to-go-gifts. Use gift baskets, cello bags, vinyl bags to package sets of products. Create a variety of price points so clients can choose the right gift for their budget. Send out an email blast or postcards to offer a special gift with purchase. For spa packages, provide a luxurious robe in a robe box for that wow factor, or offer an incentive of a discount or free gift to the gift giver. Use acrylic holders and display your gift cards and certificates in your check out areas.
Full Tank of Gas
Make sure you are fully stocked with gift certificates or gift cards. (Did you know we print our custom printed gift certificates in just 4 days?!) Many people wait until the last minute. You can be their gift-giving solution. Keep your retail areas organized, clean and full of those ready-to-go gifts. Have your staff prepared by creating excitement about your offers and educating clients on gift ideas.
No Detour
Give them no excuse by making it simple. Offer gift certificates or gift cards in a variety of dollar amounts of for full services. Provide the presentation packaging to make it a one stop shop. Place that gift card in an elegant gift card box tied with a beautiful bow. Try the upscale pillow boxes with gleaming swirl bows. Offering the ready-to-go gift will make it a no-brainer for your clients. Mom will be happy. Child will reveal in glow of giving a successful gift. You will ring up a sale -- and maybe a new loyal client when Mom visits!
Make the most of this holiday and maximize those Mother's Day sales. Time is running out so hit the gas pedal!
Stop Signs
Does your store have signage alerting the customer to think "Mom"? Keep it tasteful and simple. Use clear acrylic frames with printed sheets that read: "Pamper Mom this Mother's Day with a Day at the Spa" or "Make Mom feel as beautiful as she is - give her a day of beauty!" Place these signs near your check out areas, waiting rooms, and stylist stations.
Green Light
Make it an easy choice by creating ready-to-go-gifts. Use gift baskets, cello bags, vinyl bags to package sets of products. Create a variety of price points so clients can choose the right gift for their budget. Send out an email blast or postcards to offer a special gift with purchase. For spa packages, provide a luxurious robe in a robe box for that wow factor, or offer an incentive of a discount or free gift to the gift giver. Use acrylic holders and display your gift cards and certificates in your check out areas.
Full Tank of Gas
Make sure you are fully stocked with gift certificates or gift cards. (Did you know we print our custom printed gift certificates in just 4 days?!) Many people wait until the last minute. You can be their gift-giving solution. Keep your retail areas organized, clean and full of those ready-to-go gifts. Have your staff prepared by creating excitement about your offers and educating clients on gift ideas.
No Detour
Give them no excuse by making it simple. Offer gift certificates or gift cards in a variety of dollar amounts of for full services. Provide the presentation packaging to make it a one stop shop. Place that gift card in an elegant gift card box tied with a beautiful bow. Try the upscale pillow boxes with gleaming swirl bows. Offering the ready-to-go gift will make it a no-brainer for your clients. Mom will be happy. Child will reveal in glow of giving a successful gift. You will ring up a sale -- and maybe a new loyal client when Mom visits!
Make the most of this holiday and maximize those Mother's Day sales. Time is running out so hit the gas pedal!
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