. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Beauty - Expert Panel “
How can Imaximise retail on Summer products?
”
Angela Joseph
Sales Training Manager for Dermalogica®
“Everything you do should be focused on gaining clients, retaining clients, increasing services and finally increasing retail.”
“Products should be highly visual in the window, with different gift suggestions. Make up your own travel cases or bags, filling them with products and display in the window. Have a selection of prices to choose from, and always ensure the prices are visible for the person that would not normally step into your business.
“Summer is an ideal opportunity to up- sell a course of treatments for skin or body. You can prepare your client’s skin for holiday, do pre-flight hydration and Summer skin savers for when your client returns. During this course of treatments, it’s up to you to turn that treatment client into a customer that will start to regularly purchase products from you at regular intervals.
“Events work well at this time of year, maximise on the wedding season, invite mums and daughters for an afternoon event and offer engaging skin analysis techniques, prescribe products, and sell an SPF. No bride wants to be burnt on her wedding day!
“Everything you do should be focused on gaining clients, retaining clients, increasing services and finally increasing retail. Let’s work smarter in 2012 not harder, by not forgetting what we do and why we are doing it.”
If you have any questions you would
like to put to our panel, email us at
melissa@aitireland.com
Lorena Obert
Skin Expert & Salon Owner
Sarah Beirne
Sales & Marketing Manager at French Cosmetics
“The client needs to feel they are getting a top quality product that meets their needs at an affordable price.”
“Summertime is a great time of year to retail beauty products. People are getting beach ready and want to look good so are willing to spend money on retail products that help them to look their best.
“Tanning products and bronzers, skin care with SPFs, shock treatments for skin and body firming and inch loss wraps are always good retail sellers. Summer saver bundles can help beauty salons to optimise sales return as well as meet a client’s need at discounted rates. Also travel size sets are a favourite for holiday makers.
“As a lot of weddings are held in the Summertime, the wedding party are keen to look good on the their big day and so will budget for home care products as recommended by their beauty therapist.
“Price points are always important when retailing beauty products. The client needs to feel they are getting a top quality product that meets their needs at an affordable price. The perception of ‘Value for Money’ is key in these times!”
Audrey Heffernan
OPI Trainer, Hennessy Hair & Beauty
“Clients like to see the products being used before they buy them.”
“You can maximise your retail by having it clearly on display and even including the products that you are trying to sell, into your treatments. Clients like to see the products being used before they buy them. It’s much easier to sell a product you are using than trying to sell a product you haven’t used.
“Keeping prices as low as possible is a must these days. Clients are pulling back a little bit on spending and don’t want to fork out a lot on retail items. Also buy in ‘handbag’ size products, these tend to sell a lot faster and easier than larger size items.
“Also don’t buy in too much retail, you can be left with some of it afterwards, it’s better to order little and often. You can control your stock levels much better the less product you have.
“Clients like to see different retail items, don’t retail the same thing for the whole of the Summer, change it up a little bit by adding new items to your retail collection.”
“It’s not about selling and maximising profits, it’s about being responsible to your clients.”
“Seasonal sales are important, but most important is to understand that you are not there to sell, but you very much have an obligation to tell your clients how they need to protect their skin and hair during the Summer months of sun and sea.
“It’s not about selling and maximising profits, it’s about being responsible to your clients and making sure that they go on holiday armed with the tools they need for their hair and skin. It’s service, and profits are a natural by product of offering good service.”
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