Pulse March 2019 - Page 55

2. Infectious Atmosphere Did you know that the first impression of your salon is made within the first ten seconds of someone walking through your door? your goal, then, is to immediately attract them through their senses: sight, smell, taste, touch and hearing. over 80 percent of what a person remembers is through sight. What is the first thing your customer sees when they walk through the front door? Take time to walk through your own entrance. Look at a 45-degree angle to your right as you walk in, because that is exactly what your clients will do. What’s there? retail product placement in this area is shown to be best for your highest- turning, highest-gross-margin items. Take advantage of it and make it work as a sales magnet. additionally, creating a display of fresh flowers on a table at the doorway entrance, playing soft music and burning scented candles creates a “decompression zone,” signaling that your retail space is an area where guests can relax and enjoy the experience. 3. Astonishing Retail Merchandise Displays your retail merchandising is not just about “housing” merchandise, but about displaying it in such a way that your customers want to relax and spend both time and money. according to a 2018 iSPa Snapshot Survey, a majority of spas derive more than 10 percent of their revenue from retail sales—and some even get over 25 percent of their revenue this way! “My mantra is to make sure every product you sell has earned its right to be there; if not, get rid of it.” one of the biggest retail categories for spas is apparel, according to that same survey. apparel can be one of the biggest profit margin items in your entire salon, so it’s important to give it the correct amount of space and merchandise it effectively. focus on these six principles: l attract attention through design l Keep your shelves clean and well- stocked l utilize bright, clear lighting l monitor your inventory l Place merchandise from “knees to shoulders”; avoid bending over to get products l Provide access to mirrors if you sell jewelry or apparel There also a number of common errors to avoid when displaying your product, like having too much or too little product on display; having too many props; changing inventory too infrequently; and grouping products in an unintuitive way. 4. Retail Inventory Control Becoming a true retail merchant isn’t as easy as one would think, but, if done well, it can add extra profit to your coffers. The foundation of good retailing is knowing your customers’ wants and needs, buying the right merchandise, pricing it to sell, having a dedicated place to display it and reacting quickly when the merchandise stops selling. The last part of that series is critical. use a software program to keep track of vendors, as well as amount purchased and amount sold over a specific period. it’s also good to calculate what percentage of the business is directly related to retail. Be aware of how much square footage is dedicated to retail and how much business is done in that area, even if it is just on a counter or simple shelving. my mantra is to make sure every product you sell has earned its right to be there; if not, get rid of it. 5. Unpredictable Events Events are retail business builders. Entice customers and they will come. it’s not the “expected” events, but the unusual events that make the customers say, “i can’t miss that.” if you have a unique idea, market it everywhere your customer is. Planning is key. ask yourself: what is the retail product or service you will focus on? how will you market it? how many people will it draw and how much staff should you have on hand? What is the projected “return on experience?” These retail business strategies work together to create Woma, “Word of mouth advertising”. unique items, dynamic ways to display them, and special events staring your super hero employees will create that contagious experience that your clients will want to share with everyone they know. n ANNE OBARSKI is an award-winning speaker on merchandising, retail and customer service. She led an education session on maximizing retail potential at the 2018 ISPa conference & Expo. march n PULSE 2019 53