Retail after lockdown isn a completely different scenario to what is was before the pandemic hit.
On average, online viewing time has increased by 25% during the entire lockdown period, people spend much more time browsing, and E-commerce has grown by 32% during lockdown because of that, and now accounts for 27% of all sales globally. This fact isn’t going away and will stay after restrictions ease.
As a recommendation, if you don’t already have an e-commerce or m-commerce platform, and if you don’t have the budget to have one built by a web host, create a Facebook shop, it’s easy and free. Search Facebook shop (your country) and follow the very simple steps to creating your own e-commerce shop.
Digital shopping has remained at elevated levels in countries where lockdown has ended, this has huge implications for your retail offering in salons, so it’s time to get your teams ready for the return of the client and to face ‘the new norm’…. that being, how everyone now shops!
There is some very good news, your clients, are now accustomed to being offered more than one product when they shop. Online sites don’t simply give you the product you search for, they offer a full rounded story about lots of products that link together. This new way of purchasing can be very easily be transferred to bricks and mortar, your salon. All it takes is for your team to believe and accept that this is now the ‘new norm’ when it comes to how we all shop. It’s actually the same when we shop in supermarkets, we always purchase more than we go in for because subliminally we are drawn to other products.
As we watch the slow and painful death of the high street continuing, it’s time to ask yourself some questions:
What do you need to do to ensure your clients still have reasons to come to your salon?
How can you maximize your space to entice clients (and potential new clients) through your door?
The answers have to come from you, and from research into your business, your street, your town or city and what you can do to add extra services and offerings that entice clients, and potential new customers through the door.
SOME IDEAS!
Your retail offering has to evolve! Offer a mixed range of products that meet the needs of every client.
On-line shopping experiences have created a demand for low priced products and promotion, you need to mirror, match or better what happens when your clients shop on the web.
Entry level products as well as mid range and high-end brands should be carried to capitalise on all potential sales.
Look at carrying additional products that create added interest for your clients. I f you use a product, a comb, a brush, a dryer or anything else, clients should be able to purchase it from you.
Get your team on board with ‘The Rule Of Ten’
The rule of 10 looks at everything a stylist uses on their clients hair each time they visit. Naturally this rule is then replicated when the client does their hair at home, but the products, tools and equipment are not necessarily purchased from you. The objective, now that we know clients are used to purchasing more than one product as ‘the new norm’ is to engage the client with everything you use. This of course means you have to retail everything you use in salon.
It’s pointless blowdrying the clients hair with a D***N dryer if you don’t retail them!
Encourage greater retail loyalty by adding ‘sweeteners’ to your loyalty card that are more generous when purchasing products. If you don’t have a loyalty scheme, create one, make it achievable and desirable, think about loyalty cards you use and keep, why do they work? take that concept and make it yours!
Look at your commission structure for the team, does it excite them and make them want to talk product? Remember, whilst money is important, it’s not always the defining incentive. Think outside of the box and ask your team what they would like to receive for growing their retail sales.
HERE’S THE GREAT NEWS:
Your clients are ready to spend money, savings have increased dramatically throughout lockdown, and whilst everyone is shopping online and purchasing essentials from shops that are open, everyone is looking forward to splashing out and treating themselves.
- Get your team to create stories about haircare that encourage the client to purchase their products from you again, and to experiment with new additions to their current hair care regime at home, that’s what online has been encouraging them to do.
- Get your team to talk about all the exciting services you provide, especially ones that client’s perhaps haven’t yet tried.
- Get your team to BOOK the next appointment. THE MOST IMPORTANT THING TO DO!
Remember, it only takes 3 months to break a habit, so all of your hard work at getting clients into purchasing professional products, visit the salon for treats and everything else you have done to keep them loyal has been forgotten. You need to rebuild those habits!
Go for it #YouCanDoThis
Coming soon: different generations and social media, and how they affect the new norm of retailing.
