For the average salon or spa, merchandise sales could offer a big boost to revenue.
If only they could get them to sell.
Many salons and spas do a decent job marketing their main services. However, very few are able to move the high quality products they offer out the door. This is a shame.
You know these products would be great for your customers. You also know their mark up value offers great revenue potential.
But how do you get them sold?
The fact is, you probably don’t need to make very many big changes.
At SalonTouch Studio, we’ve come up with 3 small changes that can make a BIG difference in merchandise sales for your business.
If you aren’t doing these three things, you’re probably missing out on some significant supplemental revenue.
#1 Make Your Products Visible
Seriously. Can your customers even see your merchandise?
Way too often, salons and spas seem to expect their clients to purchase things they couldn’t even find.
Make the presentation of your merchandise intentional.
The first step is to be proud of what you have to offer. If your customers perceive that you think your products have no value, they will share the same opinion.
It’s not a scavenger hunt. It’s not happenstance.
Make your display attention grabbing—if not the center of attention altogether. They should notice it as soon as they walk in. And again before they walk out.
But most importantly, make sure they see your products in use. Display the same labels in the lobby as on the inside and you’ll maximize your chances of converting on their way out the door.
It takes multiple exposures to a product or brand before most people are willing to make a purchase. That’s just the way it is.
However, less exposures are needed when they are complemented by a recommendation from someone they trust.
#2 Make Your Products Vocabulary
Too few salon and spa owners and managers understand their position:
If you run your business the right way, your customers will consider you an authority on how to look and feel great.
That’s why product names coming out of employee’s mouths can be so powerful.
A simple mention as a particular lotion or conditioner is applied can work wonders. And as long as your staff does a good job, your clients will make a positive association with those products.
There are few things in the salon and spa world that take such little effort but have potential for such high returns.
Of course, your products need to meet the expectations you establish for them.
But if you select high quality products that actually deserve your stamp of approval, that should be a non-issue.
These verbal exposures have the same cumulative effect as the visual ones. Alternating both throughout your customers’ experience can be highly effective. And as long as your service is bringing people back in for multiple visits, that compounds even further.
Eventually, that final mention by your cashier will push them to buy and your business’s recurring revenue stream grows little by little.
#3 Make it Victorious
Get your staff on board.
Perhaps the most powerful strategy of the 3, this one has the potential to carry the load if done right. Our recommendation is to avoid asking without giving.
Set merchandise sales goals and reward your staff for achieving them. You can even hold one of these retail sales games.
Toe the line between competition and teamwork by offering individual rewards for sales leaders and team wide rewards for achieving larger sales goals.
Obviously, nothing moves people like money does.
Don’t be stingy. Smart entrepreneurs know you have to spend money to make money. And let’s be honest: You’re in the business to make money.
Having a staff that is on the same page, working to achieve the goals you put in front of them is the best way to do that.
And when those goals are achieved, make sure to celebrate with those that helped bring about that success and make sure you give credit wherever it is due.
Just be sure that when you put extra money up for grabs that things remain civilized amongst your employees.
Create foolproof ways to track leaders or stay away from individual rewards altogether.
Your main goal when trying to drive sales of the products you carry should be to mobilize your brand in support of them. So obviously the more you incorporate these products into your own brand presentation, the more clients will be interested in them.
Customers need to see and hear about your products in order to buy them.
So it’s on you to make sure that happens.
Do you have other ideas to increase merchandise sales? Comment below and let's continue the conversation. Also, if you liked post share it on social media with your friends, followers, and connections.
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