get the look
Instead of mixing all sorts of displays in your salon, it’s better to establish a theme that will unite your retail products. They should have a similar look so that you don’t end up with an uncoordinated feel and they need to fit in with the overall aesthetic of your salon.
keep it clean
According to Jane Iredale, one of the most common complaints is dirty displays. It may sound obvious, but hygiene is extremely important from an aesthetic point of view as well as avoiding the transfer of bacteria. A daily wipe down is essential; also check what condition your testers are in. Shave the top of lipsticks at the end of each day with a sharp knife to keep them looking fresh and make sure that nothing is running out. Nothing looks worse than a gunky pot of cream or an eyeshadow palette with only a few crumbs left in it.
tricks of the trade
Small psychological ‘tricks’ can make a big difference to your sales. Even something as simple as taking the lids off testers can have a big effect, it gives unspoken ‘permission’ to clients who want to try for themselves. Retail expert Paco Underhill, author of WhyWe Buy, advises placing products right at the edge of the shelf or counter, this subconsciously invites customers to pick them up.
He also suggests having a minimum of six of each product, if this sounds like a lot then at the very least you must stock retail versions of the testers. Research shows that customers are 15% less likely to return or recommend your business if they can’t buy your product there and then. Another important rule is to never leave just one retail version of the product because people are psychologically averse to taking the last one.
Product association also works well. If you’re stocking make-up, try displaying the correct brush next to each item so that it encourages sales, or if two skin care products go particularly well together place them next to each other. Try using small signs on the display as calls to action, such as ‘try me’, ‘spray me’, ‘these work well together’ and so on.
location, location, location
Where you position your visual merchandising has a big impact on how effective they are. The obvious area for impulse buys is the till, small POP (Point of Purchase) displays are ideal for this. Other industries also use this trick – supermarkets have confectionary by their tills, other shops have small items like lip balms, batteries, pens, small packs of tissues etc.
It may sound obvious, but if you have other displays in your reception make sure they are in front of the seated area so that clients can look at them while they’re waiting. Having products in the window is important for attracting ‘walk in’ traffic but once the client is inside they won’t be able to see the merchandising if it’s behind them.
54 GUILD NEWS
Karen Deehan works for the International Institute for Anti-Ageing (iiaa). For more
information telephone 0208 450 2020 quoting Guild News or visit
www.iiaa.eu
Last but not least, don’t forget your treatment rooms. A small display in the client’s line of vision is a good way to get them thinking about the products while they’re in a relaxed environment.
visualmerchandising
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 |
Page 89 |
Page 90 |
Page 91 |
Page 92 |
Page 93 |
Page 94 |
Page 95 |
Page 96 |
Page 97 |
Page 98 |
Page 99 |
Page 100 |
Page 101 |
Page 102 |
Page 103 |
Page 104 |
Page 105 |
Page 106 |
Page 107 |
Page 108 |
Page 109 |
Page 110 |
Page 111 |
Page 112 |
Page 113 |
Page 114 |
Page 115 |
Page 116 |
Page 117 |
Page 118 |
Page 119 |
Page 120 |
Page 121 |
Page 122 |
Page 123 |
Page 124