STRAIGHT TALKING Apr. 2008 – Irish Beauty
Promotions to: Increase Retail Sales
Once you have established your business as a treatment and retail outlet, created a well-stocked salon/spa shop, next think about how to boost your level of retail sales. With so much competition from department stores, pharmacies, on-line shopping, duty frees and shopping channels, salons/spas still have to be very pro-active and diligent – continually reinforcing the message that, the best person to purchase skincare from is your therapist.
Run at least 4 quarterly retail promotions per year. All retail promotions must focus on developing and growing retail sales. The aim is to keep building a retail culture within the salon/spa environment.
The promotions must benefit:
The salon/spa – choose a good marketing idea, that will benefit the salon/spa financially, even if it is a money-off promotion.
The client – the promotion should appeal to clients and be tempting to try.
The therapist – choose a promotion the therapists will enjoy being part of .
Vary your promotions, for example:
January – Gift with Purchase
April – Skin Consultation
July – Product Focus
October – Skincare Demonstration
Gift with Purchase:
Within the department store arena, gift with purchase is the most popular promotion. Clients love getting a free gift. It will help increase sales because it provides a positive way to introduce retail, you are giving people more than they expect to get and it encourages clients to buy all the items you recommend.
Skin Consultation:
This is the simplest way to up-sell skincare services and retail, to your waxing and tinting clients. Clients who normally buy their skincare from stores or chemists will be impressed with your level of knowledge and expertise, and want to purchase from you in future. The focus of this promotion is your client’s home care regime, and should take about 20 minutes per client – the client is invited to experience an in-depth skin analysis followed with a home care programme. Invite each client to bring a friend, thus introducing your salon and services to potentially new clients
Product Focus:
Choose a product of the month and promote it to as many clients as possible. Select a product that can be used by most people, for example, hand cream, body exfoliant or body lotion. Offer a small amount of money off or buy one, get one half price. Inform all therapists about the promotion, produce relevant literature and eye-catching displays. Not only will clients buy the product being promoted, most will buy at least one other item.
Skincare Demonstration:
The purpose of this promotion is to educate your client, helping them to achieve the best results from their products. Invite your clients to an evening demonstration where you can discuss the importance of an effective home-care regime and demonstrate how to correctly use all their products. The evening could also include demonstrations about nail care or body care – you can choose a different topic each time you run this promotion. Create a desire and clients will begin to purchase products and book appointments.
For successful promotions, advertising is essential. Market them in your salon by word of mouth, leaflets, posters, email or post invitations, telephone clients you haven’t seen for a while. Advertise or send press releases to local newspapers, invite journalists to attend. Send invitations to local ladies clubs and businesses. Take photos at events, get testimonials from satisfied and happy clients and have an events folder at reception. Use your website to advertise and take bookings for up-coming promotions.
Use regular promotions to increase retail sales with your regular clients, to attract new business and as an opportunity to promote your salon/spa.
Liz McKeon is a beauty/holistic therapist, business graduate and coach who has helped many beauty businesses reach their true potential through her personalised consultancy service. The process begins with a FREE, no obligation initial telephone chat.
For more information, check out www.lizmckeon.com or call 086 386 1243.
