Retail-a-phobia? When it comes to retail, I hear all kinds of reasons why estheticians don’t like to sell products. “I don’t like to push product, or I’m not a sales person or BEST one I don’t want them to use the product at home because then they aren’t going to come back and see me!”
According to research spas & salons saw a 24.3% increase in retail sales in 2020 compared to 2019. Hard to believe with things being shut down, but that just tells you that your customers are still buying products and hopefully from you.
If you own a spa there are plenty of opportunities to earn more and I am not only talking about the services you offer. Retail sales may not be the primary source of your revenue but it definitely can add more cash to your bank. 10 – 15% of overall spa revenue should be from retail sales.
Having retail products in your salon does not mean placing them on a table in a corner. If you do that no one is going to give a second look. If you really want your retail products to sell like hotcakes, you have to create a lively salon retail culture.
Most spas fail at maximizing their retail sales. However, you need to worry no more because over the next several months I am going to take you through several tried and tested strategies that will boost your retail sales. Also, what I as a distributor can do to help you. After all we are partners in skincare.
First impressions matter!! It is unfortunate but most people do judge a book by its cover. You, your staff & spa need to look the part. Dressing well, with your hair and makeup done creates an image that your client can both admire and trust for advice. This also surprisingly INCREASES sales.
If you have a retail area keep it clean & organized. No matter the size of your display space it is very important to make your display an “Instagram” story. Add colorful décor like plants to create an aesthetic appeal. Beautiful, organized and fully stocked retail display is the perfect marketing trick. You will have people taking pictures and posting on their social media and tagging the Spa.
Create the ambience of abundance with products that are well-stocked. Keep products relevant to the season (holiday gift baskets), have good lighting to compliment your display and let the shelves do the selling for you. Keep shelf talkers which include product prices. Customers tend not to want to ask the price of products. (Shelf talkers are available for purchase $10 each). https://dermamd-wholesale.myshopify.com/collections/display-stands/products/shelf-talker
If you have a reception desk have a basket of small skincare items i.e. Glamur Lip Plumper. Like in a supermarket you are surrounded by those last minute small items to tempt you just to spend a little bit more.
Your Skincare Specialist
Donna