25th April 2025
As is some times the case with technology, it decides to do whatever it wants and there’s nothing you can do about it but move on and start again. Such is the case with ‘Channel Retail’. Over the last few weeks I have been recording video vignettes discussing all things retail. I’m not a fan of recording and then watching myself on screen for sure, but thought the idea of short sharp discussions on relevant retail topics would be a good start for a potential YouTube channel.
Disaster, the folder with the clips in has been corrupted and the files are irretrievable! I told myself this was a sign, a sign to stick with what you know, write blogs and share them on socials, so that’s what I am going to do.
There was to be approximately 10 bullet pointed presentations all to do with retail, so here’s No.1 in its new format – a blogpost!
STOCK – If you are serious about retail, or if you are wanting to become more successful with your retail offering, here’s my top ten tips for stock.
1: Make sure you have enough stock to fill your shelves, display areas and touch points throughout the salon, it’s pointless having a few products on a shelving system as this does not excite any client to browse your offering.
2: Create an experience for clients to enjoy, the more senses that you can stimulate, the more engaged clients become with the products you have on offer.
3: Carry more than one brand. If we all shopped the same, supermarkets, chemist and big retailers would only carry one range, but they don’t. The more variety you have in your salon, the more likely clients will browse what’s on offer and purchase.
4: Always carry entry level products, these should be priced on a par (slightly higher) than brands that can be bought in the mass market channels. Mid priced products should be the bulk of your offering as this is where the majority of your clients retail purchases will come from. And add an aspirational brand, something that is designer in its appearance and performance.
5: If you are running specific promotions in the salon, make sure there is a retail offer linked to it, and always place the products that are on offer in a prominent position on the retail stand (eye level is buy level), and have them placed in strategic areas throughout the salon as well.
6: Use social media as a marketing tool to share information about products. Any third party references you can feature add an additional layer of interest for clients who like to read reviews before making any decision. If you have a blog (and you really should have one) create posts that are informative and interesting about the products you carry and why you (as the hair expert) chose them.
7: E-commerce – it’s no longer okay to not have your own e-commerce platform. Almost every client that walks through your door shops online. Having your own web-shop will encourage them to visit your site when they are sat at home and browsing the internet.
8: Offer bonus loyalty points for purchasing retail from your salon and E-commerce platform. It’s important that clients recognise they are being rewarded for supporting you and your business.
9:Educate, educate and educate some more. The more comfortable your team feels about the products you have for retail, the more they will share that information with their clients in a natural, non selling way.
10: If the stock on your shelves doesn’t move as quickly as you want, look at why this is happening and either have a sale to encourage push through, or analyse the reason for the brand(s) not selling and if it’s because they don’t fit with your brand ethos, or they are available in mass market channels, look at alternative ranges that would.
This list could go on and on, but as a start point there’s probably enough to be getting on with.
There are lots of articles included on this website blog page if you want to do some further research.
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