Retail

8 Lessons in Beauty Retail to Bet On

Back from a trip to Las Vegas, NAILS’ managing editor brings you advice on stocking your salon’s shelves, maximizing your space, and how to entice customers to buy.

4. Opt for mobile fixtures. Many nail salons find themselves working with small retail spaces, so if that describes your salon, then take a page out of the book of luxury boutique Skins 6|2: Set up the whole area with fixtures on wheels, so you can easily move displays around to expand or contract the space. Las Vegas store manager Ittamar Westenstein thinks of Skins 6|2 as “a live store” that is rearranged for events and about once a month just to freshen it up. Westenstein says switching the layout doesn’t necessarily increase sales each time but it does increase walk-in traffic.

5. Get the longest shelf life. How many times have you opened up an almost-full bottle of polish only to find it to be stringy, thick, and unworkable? If you store your polishes by a window or other direct light source, you could be damaging them. In Walgreens’ LOOK Boutique, polishes are displayed on fixtures lit by LEDs, which allows them to stay cool to the touch while still being well lit so customers can see subtle color differences.

6. Set the scene with flooring and other touches. One design detail that wowed me inside Walgreens is that even the flooring is different between the mass and the boutique sections. In the mass section (the majority of the store), small dull tiles are underfoot, but in the LOOK Boutique, large shiny tiles placed at a diagonal adorn the floor. I love how even the floor sets the mood. In your salon, maybe it’s worth selecting a different floor type between the louder hair areas and the more relaxing pedicure areas, for example. Or if flooring is too much of an investment, consider other distinctions such as lighting or music.

Next page: Lessons 7-8

Keywords:   client consultation     CosmoProf     retail boutique items     salon decor/design     shelf life  

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