23rd December 2024
A new year is fast approaching and it’s time to start thinking seriously about your business and how it has to evolve to stay successful and relevant for the future. Don’t Sell Vol 3 – Being Amazonian, taking control of Salon Professional Haircare, looks at the changes that are happening in the world of retail and how salons can use new methods to generate greater sales of product and services.
Experiential shopping is the future!
It’s no longer enough to have some products sat on shelves, clients want and expect much more from their shopping [experience] and each generation shops in different ways.
Brand Experiences are the additional aspects that encourage clients to browse and buy. Samples, testers, information that is accessible in differing formats, traditional leaflets and brochures, tablets; clear pricing, QR codes that can be scanned for information, plus social media. And then, the potential icing on the cake is your salon team and how they generate interest and engagement about the brands you carry and the services you offer. Don’t forget, you are a brand as well!!
The power of a strong brand identity cannot be underestimated, it’s what your clients are bombarded with day in day out from companies that they see on tv, hear about on the radio, read about in magazines, see as they scroll through their social platforms, every which way that is possible, marketeers and product houses are sharing their brand experiences, and it’s what you need to do for your own business and the product ranges you carry.
How do you go about creating a brand experience in your salon?
1: Create a retail space that showcases everything, in an easy to browse, informative way.
2: Use social media, website and blog to tell stories about your business, the products and services you offer.
3: Encourage your team to become more conversational about the elements of the salon that can create special moments, this should include explanations about products used as well as services that elevate the ‘experience’.
Of course there is a lot to be done to create brand experiences in your environment, but now is the time to start thinking about what you can do to start the process of changing the environment to suit the way consumers, your clients, shop.