24th July 2023
In today’s ever evolving retail landscape there are two major must haves if you are serious about capturing sales from existing and potentially new clients. Bricks & clicks are the cornerstones of successful retailing and as such should be the most prominent aspects of your business focus for the brands you carry.
BRICKS: Your salon and what is has to offer. Does your window showcase that you are a retailing environment, what message does the display give, and does your retail offering inside the salon tick the boxes consumers are looking for?
Your salon should carry a selection of products at different price points: An entry level range that is affordable but delivers great results. Mid prices collections that appeal to the largest potential market for haircare; make sure you have at least a couple of brands, ideally from different suppliers that meet the needs of clients who shop for salon exclusive products at a good price point. Aspirational brand, it’s important to carry something ‘exclusive’ for those clients who like to pamper themselves with designer type brands. Own brand…. something that stands out from the crowd that is yours and yours alone. Having a salon bespoke range showcases your business and your commitment to looking after your clients hair at home, and, they see your branding every time they shampoo, conditioner and style their hair in the comfort of their own homes.
Click here for details of Reyu, a unique bespoke collection of personalised products.
CLICKS: You can no longer shy away from the need to have an e-commerce platform.
Your clients are shopping online and every time they purchase something from a major website, you miss out. Invest in a custom built platform that your clients can shop on, make sure it’s easy to navigate, easy to put products into a basket, offers next day delivery and returns wherever possible and (most importantly) shares information and reviews about each product you stock. Your e-commerce platform should mirror the products you stock in salon.
PLUS: Introduce a loyalty scheme for all retail purchases, something worth collecting that gives clients a treat encouraging them to want to buy from you and not some other retail outlet, bricks or clicks!
PLUS: Share your retail story on your social platforms. When you create a gorgeous cut, colour and style, showcase the homecare products that clients can purchase to recreate the looks.
