16th March 2022
It’s a big (hairdressing) world out there, and there are literally hundreds of product ranges that are just waiting for you to discover them. It’s time for you to BE DIFFERENT from everyone else and it’s time to broaden your horizons. Sometimes, and it’s part of human nature, we rest on our laurels, we keep ourselves well and truly in our safe zone. The safe zone is the shelves in your salon that have had the same products stacked up on them for years. Yes, of course your brands that you trust will always have a place in your business and thank goodness, they have frequent new additions added to them to keep the momentum going and to maintain relevance in an ever-expanding marketplace.
And yet, your clients tend to be less loyal to their care products, they often change what they are using, just because they fancied a change. That change should be something you as their preferred hairdressing salon can meet head on.
You might ask how without stocking your shelves to make them look like your local giant supermarket or chemist store? Well, it’s actually quite easy and whilst it does involve some initial financial outlay, the benefits will be more sales from you and less chances of your clients shopping elsewhere. Don’t think you have to carry lots of ranges but adding a couple to your shelves will help drive greater sales.
First things first, do some product ranges research and also analyse what products you carry and their price bracket. As a general rule of thumb, you should have some entry level products that are inexpensive, these are for the client that doesn’t necessarily spend lots of money on haircare. It’s still better for them to spend with you and get good quality salon products. Check our Matrix, Fudge Professionals, Osmo, FFOR and Milkshake.
Your mid-price range(s) should be the main bulk of your retail offering, this is where most of your clients will be steered toward when they shop, something that offers some specialised products and good quality ingredients. Try not to limit yourself to just one mid-range brand, offer a couple or more to broaden the potential purchases. Think Davines, Goldwell, Wella, especially SP, Schwarzkopf, especially ABC, Eleven Australia, Moroccanoil, Alterna, ID Hair and Nioxin.
And then you must have an aspirational brand that elevates your retail offering to a new, higher level. You will be pleasantly surprised at how many of your clients will want to engage with the luxury aspect of your product offering. Everyone wants to feel that they have a link, no matter how tenuous to the designer world and there are some extraordinary product collections available now for you to carry in your salon …. And if this is something you are interested in then you simply have to check out Balmain Hair UK as for me this brand encapsulates everything that luxury suggests. Of course, Kerastase also fits in this category.
SPECIAL NOTICE: I do not receive any recompense for mentioning the above brands, I do so because I know them and know they are worthwhile checking out. As stated at the beginning, there are literally hundreds of brands out there, and adding one or two to your product offering will definitely help increase your retail, and ultimately that has to be good for you, your team, your clients, and your business.
If you are nervous about the very idea of increasing your retail offering, perhaps a trip to your local wholesaler where you can find an abundance of products might be a worthwhile thing to do.
Do something, BE DIFFERENT, that’s a must if you really want to RECLAIM RETAIL
