9th February 2022
It’s another controversial and contentious ‘tip’ …. Invest in brands. It’s a proven fact that the more you stock the more you sell, so have a good old look at your retail shelves and then determine whether or not you consider yourself to be a serious retailer or not! If you only carry the products your clients purchase, you will only ever get the occasional repeat sale from existing ‘die hard’ customers. But if you invest in brands that create a much broader retail offering your sales will without doubt increase.
In this day and age it’s not only your clients who are spoilt for choice, it’s you as well. There are so many product ranges available, and if you are retail savvy you will maximise your offering whilst broadening the offer you have available to purchase in salon.
Every salon needs, (in my opinion) an entry level brand, mid-market ranges and an aspirational range, that way you can appeal to everyone who visits your salon.
Every salon also needs an e-commerce platform, but we will be looking at that in a future blogpost.
Supermarkets, chemists, online shops all showcase a wide range of products with a wide range of prices, why? Because they know that people have different priorities when it comes to buying their haircare, some like basic brands that are affordable and can be used by every member of the family, some (the majority) like to buy into mid-priced ranges and some like to purchase high end, designer brands.
It’s fair to say the big companies have the mid-market well and truly stitched up and that’s okay, it’s good to have a recognisable name on your shelves. Big organisations also offer some good quality ‘entry price’ level product ranges, but my advice would be not to fill your shelves with ranges from just one supplier, check out the market and invest in brands that create an added element of interest … “ooh I’ve not seen that before”!!!
In the high-end category, check out inspirational brands that have kudos and class and are obviously designer focussed. Your clients all aspire to be involved in luxury and a brand like Balmain Paris Hair Couture is one that offers high end at a price point that doesn’t bust the bank!
In your mid-priced ranges look for products that have a point of difference, be it that they are salon exclusive, vegan friendly, multi-functional or something else that gives the products a USP that you might not have at this moment in time. Check out Eleven Australia, Davines, Alterna, K18, FFor, STMNT ( a great range for guys), ACT, and Authentic Beauty Concept to name just a few.
Don’t forget to carry a range of scalp products as well, Scalp Clinix from Schwarzkopf Professional offers a full portfolio to look after all scalp needs
And of course, don’t forget equipment, combs, brushes, clips, dryers, straighteners, curling wands, and hair accessories like Corinne are great additions to your retail offering. Whatever it is that you use in the salon, you should offer as a home use product as well.
Naturally there is an investment issue here that has to be addressed. It’s futile taking in lots of retail ranges if you and your team are not good at retailing in the first instance. However, every product company offers training that can help everyone get on track, so invest sensibly, step by step with minimal financial risk, and watch your teams confidence blossom, and your retail sales grow as the brands increase on those shelves of yours.
If you want to learn more about retailing, visit www.emilmcmahon.com and purchase a copy of Don’t Sell, a step by step guide to successful retailing. I am also available for in-salon training, get in touch emil_mcm@hotmail.com
NOTE: None of the above companies pay for mentions in this blog, they are here because I know the brands and trust their performance and ultimately know that if they are carried, they will enhance your retail offering and improve your sales.
