Retailing Within the Practice | by Stephanie Ruiz
It is extremely difficult to achieve great skincare results without having retail products .
It is extremely difficult to achieve great skincare results without having retail products . Of course , treatments help . We know they do . But our skin needs hydration , protection , repair , and care every day . It is doubtful that any of your clients will come in seven days a week , which is why you want them to know how to care for their skin in between treatments , and you want to be the one to provide the products they use .
Educate your clients . Help them understand that you are providing a “ both / and ” service . The first step comes in the outstanding treatments you provide . Ensure they know what you are doing , why you are doing it , and the results they can expect . Then , explain to them how to maintain the results between treatments when they are at home . Put together a simple retail kit , a “ companion ” to the treatment
The products reflect your commitment to professionalism ; they advertise in what you believe . they just received . Or , you can have a list of products intended to enhance and prolong the effects of the treatment .
In line with retailing , merchandising and marketing are two very important elements within your practice . Your displays must be eye-catching , neat , and prominent . “ Movement ” is essential . Something as simple as moving a display can attract attention . In fact , most larger retailers change floor displays every two or three weeks . You want your clients ’ eyes to be moving every time they walk into your space . We want them to see something new and different , and by moving your displays , you will create a sense of anticipation . When they walk in , they will be looking around to see what is new , different , and exciting .
Sometimes , the most straightforward move can create the biggest impact . For example , you could feature an eye treatment at the front desk for the week . When springtime rolls around , have a special display highlighting sun protection . A floating shelf on an empty wall can create a great retail experience . Put a tall , slender glass case in the corner of your treatment room . Be intentional about your displays . Be attentive to what attracts interest – to what generates sales .
When retailing within the practice , we can often say , “ I ’ ve tried it all .” You have the right brands , the right products , the right displays , but sales continue to lag . Why ? It comes down to execution . How are your staff members ’ closing skills ?
84 iS Skin Source