This month’s cover story detailing how to retail products to your clients, and the additional editorials that outline how to sell such products and that discuss the latest in point of purchase display technology, raise the basic issue of whether a retail program can be effective and profitable.
If you understand that your competition is not from other salons but from drug stores and over-the-counter beauty supply outlets and, importantly, if you realize the central role these products have in the service you offer to clients... then the answer is an unequivocal yes: Your retail program will enable you to service and sell the client.
A key element, however, is to evaluate your marketplace to determine what products are available to your clients, where they are sold, and at what price.
Essentially, a good retail program enables you to maintain your clients nails between appointments by selling them home care products, rather than providing them the tools to handle nail care themselves.
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