Ideal for increasing turnover and therefore profitability, additional sales in hair salons are a godsend for professionals. But you still need to know how to showcase the products... The Mag' gives you some tips for sales techniques!
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When you're at the helm of a hair salon, you have several roles. Of course, you're an expert hairdresser who offers cutting, styling, and coloring services to your clients, but you're also a manager! A hairdresser who, as a manager, must first and foremost think about the profitability of their establishment.
After hair services, this profitability unequivocally comes from additional sales.
Additional sales, they have it all!
In 2020, just like in 2019, additional sales in a hair salon represented 10% of overall turnover, which is still a tenth!
"I'm a hairdresser, not a salesperson!"
We are aware that a hairdresser is not a marketing professional. However, you are nonetheless at the head of a business that needs to thrive. And selling hair products like shampoo or conditioner when, just minutes earlier, your client had their head in the shampoo basin, is far from meaningless!
Indeed, as the graph above indicates, retail sales directly contribute to the improvement of a salon's profitability, in addition to building customer loyalty. If additional sales are well-managed (ideal presentation, advice, and product highlighting), the buying dynamic is initiated. Your client will buy their care product from you, rather than from competitors like supermarkets.
Based on this principle, you therefore need to make a small (or large) space in your salon to accommodate some displays. 😁
Where to set up a resale area?
Remember how captivated you could be as a child by a beautiful shop window when you passed by it. For your clientele, it's the same thing! In order to attract their attention when they walk down the street (or in the mall for chain salons), your window display must be properly arranged.
Products displayed for all to see and in an attractive arrangement are more likely to trigger a sale.
Be careful not to overdo it: overloading a window display, especially if it's your only source of natural light, will have the opposite effect. So, move the products away from the glass, space them out a little to give the whole thing air, and let passers-by's eyes penetrate inside to discover the general atmosphere of your salon!
Another option? The waiting area
Unfortunately, not all hair salons necessarily have a glass storefront. Don't worry, you can place your resale point in another strategic location: the waiting area.
In the same vein as the shop window, place a display or shelves near the waiting benches where clients and companions sit. While they wait, they'll look at what's happening around them, and they'll inevitably notice the products within sight.
Once again, don't overload. You need to make them want to take an interest in the displayed products without making them feel forced to buy.
How to best present your hair products?
Here too, there are a few small rules to respect from a merchandising perspective!
What to do:
- ✅ Always offer multiple brands. Yes, because more choice = more revenue!
- ✅ Maintain consistency: 1 shelf = 1 brand. This will allow your client to easily review each complete range, one after the other.
- ✅ Have several price ranges; there should be something for every budget!
- ✅ Display the price, simply because the law requires it.
- ✅ Provide promotional flyers related to the products to highlight their composition and actions.
- ✅ Offer miniature formats for sale. Affordable due to their small size, miniature formats have greater sales power. Indeed, they allow clients to test a product. And in 75% of cases, they bring them back to the salon to purchase a full-size version.
To avoid:
- ⛔ Mixing brands. If your salon is partnered with a brand, they might not appreciate their products being scattered and "associated" with competitors.
- ⛔ Messy shelves. Visually, it's not pleasant to see misaligned products, so make a little effort!
- ⛔ Dust!! A layer of dust like on Grandma Nicole's trinkets will give a bad impression of your products. Your clients will think they've been there for years and may doubt their preserved effectiveness. And besides, it makes you sneeze!
If you follow these best practices, you will have the opportunity to achieve 20 to 25% resale compared to your total revenue. On the other hand, if you don't, your sales will struggle to take off, and will rarely exceed 5%.
