Quick Ways to Boost Christmas Retail Sales in the Salon
When you’re rushed off your feet, retailing might be the last thing on your mind. But, take note of these quick ways to boost Christmas retail sales in the salon and you’ll bump up your bottom line as well as your client’s spirits.
Forget the ‘hard’ sell
Jenn Linton and Jaye Macdonald, co-directors, Linton & Mac, Aberdeen say: Take a step back from hard selling. Chances are your clients want to feel as though they are making their own decisions, rather than being pushed into making a purchase, so use a soft conversational approach to find out generally whether your client is looking for any last minute gifts, whether they’ve finished their Christmas shopping yet, or whether they would like any tips on buying for a tricky friend or relative.
Be sure to come across in a relaxed manner that is friendly and informative and that isn’t too sales-led. If your end goal is genuinely to help your client with their Christmas shopping, or to help them come up with great ideas for stocking fillers, it’s likely you’ll be able to turn this into a sale.
Make your gifts attractive and easy to purchase
Steve Rowbottom, director, Westrow says: Pre-pack gift packs based on hair type and texture which clients can buy for friends or family. Think of ways you can make your gift ideas stand out from other retailers – for example, we offer complimentary styling or heat protective products as a gift with the purchase of styling irons and tongs. Gift-wrap products beautifully, to take the time and effort out of shopping; little details like this can be very attractive to a time-poor client purchasing gifts over Christmas.
Create an eye-catching retail section, but also consider your window display – this will target foot-flow and passing traffic. Make sure your seasonal displays fit the whole window space to generate maximum interest. As well as your retail area and window display, place more expensive items that require more consideration at styling stations. This will give clients the chance to ponder more costly purchases during their appointment time. Place a basket of inexpensive stocking fillers next to your reception desk, which will tempt last-minute purchases. Point out that they will make great stocking fillers with eye-catching signage and clear pricing.
Offer discounts and the best price possible to clients
Simon Hill, owner, Sesh Hairdressing says: Make you clients feel they are getting value for money. During December we offer 20% off all retail products, ensuring we offer our clients competitively priced products. With online platforms able to offer significant discounts it is important to consider this and do your best to compete where possible.
Use social media to help promote to a wider audience
Malcolm MacNeil, partner, Ishoka Hair and Beauty says: Social media is a fantastic way to boost Christmas retail sales, and has been something hugely helpful for us here at Ishoka. Although we prefer a subtle approach to selling, we have to ensure that what we have on offer is communicated. Via our Facebook and Instagram story platform, we communicate offers and speciality gifts, as the reach for this goes far beyond our clients. It reaches those who may not be clients, but are still looking for well-thought gifts. They can purchase via the phone and the product can be sent out – it’s a fantastic way to boost sales at this time of year.