.........................................................................................................................................................................................................Beauty - Expert Panel
How important are retail sales to a salon / Spa’s bottom line?
Anne McDevitt
Managing Director of Anne McDevitt Products
“I can’t emphasise enough how important retail sales are – they are critical to the survival of the Spa /salon.”
“The key here is to understand that there are far and wide reaching benefits to the overall success of the business when retail sales are mathematically locked in to treatment revenue. The salon should know the ratio of the treatment /sales income.
“When sales to treatment ratios are agreed and discussed with staff regularly the ratio becomes part of the daily task. This can even allow for targets to be increased with added benefits to the staff.
“If clients are encouraged to purchase products they begin to associate the product with your services. The salon experience carries on after the client leaves the premises; they take the experience home and there is a greater chance the client will return to purchase. If you are not retailing you are ultimately losing treatment customers.
“It is critical in this economic climate that we educate clients of the real value they can avail of if they visit and buy from a professional clinic as opposed to an anonymous counter.”
Sharon Condren
College & Educational Manager for the Beauty Academy
“The beauty business is second only to the food industry and the majority of this market consists of retail sales of products.”
“I appreciate the massive potential of increased profits when sales are effective and I have complete faith in the necessity of sales particularly more than ever now during this economic decline.
“I really am aghast at the amount of beauty therapists that think that no part of their role involves sales! Everyone one of us is selling all of the time, whether we are selling our personality to gain client loyalty or selling services to increase turnover we are constantly on the push. This is a necessity in any role, it is clear without the sale of either services or products then salons are closing down and leading us towards more unemployment.
“It is the responsibility of salon owners and managers to understand and realise the potential of increased sales to their bottom line and to encourage their teams to embrace this exciting part of their jobs.”
Anita Murray
Pink Distribution Premium Salon Supplies
“Retail sales are usually the difference between salons that just get by, and salons that are very successful.”
“Each salon or spa has the potential to increase their profi ts or turnover by 50%. I believe retail sales should contribute to at least 30% of the salon / Spa’s total income.
“A key issue relates to many therapists not feeling confident in their product or feeling uncomfortable about up- selling to the client. The simple fact is most clients will walk out of the salon or Spa and into another retail store and pick up a moisturiser / treatment mask or bottle of self-tanner.
“Staff should be trained to listen to the client and identify their needs. Most of your clients will tell you outright ‘my skin is very dry’ or ‘my nails keep breaking’ and that is your prompt to offer a solution and prescribe that perfect product, as well as increasing your revenues you are gaining a loyal customer who will really feel you listened and took an interest in her concerns. Retail is an integral part of any Spa or salon business and adds another dimension to your client’s overall experience.”
Sarah Beirne
Sales & Marketing Manager, French Cosmetics Distribution
“Ultimately, Retail Sales are an excellent means for beauty salons to thrive in business.”
“It is evident from speaking with many beauty salon owners that the bottom
line return is more important now than ever before due to rising operating costs and in order to stay on top. They find retail sales can be a great way to gain extra revenue.
“Many beauty salons have found that by selling retail products that match their client’s requirements, means that these clients will return again and again. The retail product selection is very important to ensure that the product is a solution to the clients concerns so that they are helping
them to solve a problem. The client’s perception of value for money is also important and by offering two in one products the client feels that they are getting more quality product at an affordable price.
“While it is important to offer clients a choice, one of the keys to successfully selling retail product is not to overload the client with many products. It works far better if beauty salons try to recommend a product that best suits their client’s treatment.”
1 39
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76 |
Page 77 |
Page 78 |
Page 79 |
Page 80 |
Page 81 |
Page 82 |
Page 83 |
Page 84 |
Page 85 |
Page 86 |
Page 87 |
Page 88