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.

SHOWING OFF THE PRODUCTS

7. Consultations sell. Speaking about the consultation station in the Walgreens’ LOOK Boutique, which houses a skin hydration test, a magnifying mirror, and a flatscreen that displays beauty information, Marcia Gaynor, general merchandise manager of Beauty & LOOK Boutique, told us, “Once the person is in the chair, we almost always get the sale.” A Walgreens’ employee walks the customer through an analysis of her skin type, then recommends solutions (products) to the customers’ beauty woes. Even if you can’t afford all of this fancy equipment, consider setting up a consultation station at your salon to simply talk your client through what she dislikes about her nails, then recommend the appropriate services and retail products to improve her look.

8. Let customers touch and try the products. The display of hairdryers, straightening irons, and other hair appliances that we saw at a Las Vegas Ulta store and salon was brilliant. It reminded me of a shoe store display, in the sense that I could hold the display item in my hand to check for weight, get a 360° view, etc., then if I choose to purchase it, I’d simply pull an unopened box from the shelves below. With beauty products, it’s so important to be able to touch the products before purchase to guarantee satisfaction.

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



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