angela joseph writes
the SPF effect!
Angela Joseph talks you through maximising your retail sales of sun protection.
British Summer. A time for shorts, skirts and lots of skin on show! Local chemists and high street chains maximise on this opportunity to retail body products and SPF. So what can a salon or Spa do to translate this message?
Every person who walks through that door is a potential SPF customer. Every skin needs to be wearing an SPF, so from the client who comes in to browse, to someone who only visits you for manicures, they could be leaving with SPF in-hand.
product
Product should be highly visual in the window, with different gift suggestions. Why not make up your own travel cases or bags, filling them with product 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.
up-sell
Summer is an ideal time to up-sell a course of treatments for skin or body. You can prepare your clients’ skin for holiday, do pre-flight hydration and Summer skin- saver 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 retail product from you too!
events
Events work well this time of year, and with more and more weddings happening around August and September time, maximise on the wedding season.
Every skin needs to be wearing an SPF; therefore every person who walks through your door is a potential SPF customer.
Invite mums and daughters for an afternoon event and offer engaging skin analysis techniques, prescribe product, and sell an SPF! No bride wants to be burnt on her wedding day!
finishing touches
Finish off all treatments and conversations with an application of SPF. Chatting about the nice weather? Slather some on. Finishing up a gel manicure?
Slather some on! Blow dry? Slather some on! Once the product is on their skin and has worked its magic, it’ll be hard to resist.
Everything you do should be focused on gaining clients, retaining clients, increasing services and finally, increasing retail. Work smarter in 2016, not harder, by not forgetting what we do - and why we are doing it.
Angela Joseph is Sales Training Manager for Dermalogica® t: 01372 363600
e:
moment@dermalogica.co.uk w:
www.dermalinstitute.co.uk
@Dermalinstitute
.
66 GUILD NEWS
Image ©
iStock.com/Wavebreakmedia
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