Case Study: Improve your retail.
OVERVIEW:
Urban salon in a busy large town, open over 5 years, employing owner and 3 therapists. Busy with services, however, despite having retail stock in excess of £30,000, retail sales amounted to under £500 per week.
BRIEF:
To significantly increase retail sales.
ACTION TAKEN:
*Remerchandised reception area to communicate to clients that this is a retail outlet and salon.
* Improved shop displays, priced all stock, cleaned and tidied entire reception area.
*Trained all staff members in retail sales and customer service, educated clients about the importance of investing in the correct skincare products for home use.
*Set weekly retail and services targets for each therapist, combined with new commission structure.
*Set up weekly staff meetings.
OUTCOME:
1. Better cashflow, increase in turnover and profitability
2. More motivated staff
3. Improved relations with salon owner and suppliers
4. Due to increase in sales, salon owner has secured product exclusivity in her area
5. Over a six week period sales increased to £2,000 per week and six months later weekly retail sales have grown to a steady £4,000 per week
