Use your salon window to showcase your brand
Published
06th Jun 2011
by rachael
Salons may not have the same budget as luxury clothing boutiques and department stores, but creating interesting and innovative window displays is an ideal way to show off your brand and encourage clients to take a closer look at what's going on inside.
"The salon window is our opportunity to communicate our brand to both new and established clients. It also gives them an idea of the experience they can expect once they step inside," explains Andrew Barton, who has an eponymous salon in the heart of London.
He uses his window to parade current promotions. "Our salon is located in an area where all the stores use their windows to attract customers, so it's important for us to exude the same kudos."
Andrew employs the expertise of a window dresser who changes the display every three months. However, if your budget doesn't stretch to a professional service, it's important that one member of your salon team is designated the project manager for the retail areas - and that includes the window.
We spoke to three salons about their approach to salon window dressing and retail...
Michael Van Clarke, Michael Van Clarke, London, says:
"We regularly de-list slow movers and products that overlap with the same benefits as others. Retailing provides extra income for the business but, more importantly, helps clients maintain the salon look at home"
- Don't stock more products than you can understand. Confused clients don't buy, and confused stylists won't recommend.
- Have a regular clear-out of slow sellers.
- Continually research new products, but only take on those that add value and have a clear point of difference.
Dom Migele, Migele Experience, Fife, says:
"Our biggest challenge has been a decline in customers so we have been testing several strategies to deal with that. For example, we are currently testing a new initiative where we choose certain products that we want to promote and are tagging them as 'Love It' products. This is a time to be innovative to capture the attention of our guests and to make it difficult for them to resist."
- Daily catch-ups every morning remind the team where they are and where they need to be.
- Give every salon guest a written list of the products recommended - a personal prescription.
- Close the sale: take the guest to the retail area and review your recommendations.
Lorraine Watson, Hatstand Nelly, Aberdeen, says:
"Make sure your team love the products you use in the salon. Consistently provide education to keep the team motivated: ask what they would like as an incentive and then provide a target that they can potentially achieve. Always give the agreed incentive if they are successful. Vary between individual prizes and team prizes to keep the motivation levels high.
"The team are not allowed to 'sell', but it would be rude to use a product on a client's hair and not tell them what you are using and why, so all we do is give information that is appropriate to the individual. The client is getting a bespoke service, which means they will be able to recreate the style at home."
- Make it easy for the client - display prices of all products.
- Change your front window a minimum of every six weeks; this makes people think you have new products, and they take more interest.
- Keep a well-stocked retail shelf, not just a display.