Creating desire

What is it that entices you to shop? The obvious answer is an actual desire for the product or service that you are going to buy, but there is for many people, so much more to it than that.

Shopping in today's society is much more about the experience - the surroundings you are in, the goods being displayed in a way that attracts your attention and for many, actually being able to touch and try if appropriate. Clearly displayed pricing is also essential to save the embarrassment of having to ask, and then not being able to afford the purchase; and having knowledgeable staff on hand to offer assistance is a real benefit.

When you look at your own in-salon retail area, what feelings does it provoke if you answer the question honestly? Dusty half empty shelves, faded point of sale material, no prices and inaccessibility are all reasons not to purchase, so what are you and your team doing to actively encourage retail sales? With product knowledge readily available from the industry's manufacturers together with beautiful point of sale material, brochures and price lists, there really is no excuse for poor displays.

Educating your clients to help them prolong the benefits of their in-salon treatment is an extension of a professional service, and not a sales opportunity, as advice is what the client is paying for.

Jayne x