As we head into summer, it is imperative to focus on ways to keep our retail business thriving through what is normally known as the “slow season.” The summer months are the time for vacations, beach days, BBQs and nice weather for much of the country – all of which take your customers away from the salon as they spend time outdoors having fun in the sun with family and friends. Even though it may be challenging to encourage tanners to visit salons for a UV session like they do in the springtime, there are other ways you can increase revenue during these slower months.
Use summer travel to your advantage.
We tend to look at summer travel as a negative because our regular tanners are away on trips. I challenge you to look at the summer travel season differently. Think of all of those who are traveling and coming to your town to visit/stay near your salon. There are several ways to drive those people into your salon. You could offer a vacation discount coupon such as “One Day All Access Pass” or “3 Sessions Good for 7 Days” – both sold at a fixed price. Make this available to anyone throughout the summer, and advertise and distribute the coupons to local hotels and travel centers, and post about them on Tripadvisor. People tend to “treat themselves” while on a vacation, which is why day spas are so popular in destination locations. If you have spa services or even teeth-whitening or spray-tanning, etc., offer a fixed rate ‘‘Summer Spa Day” to attract those visiting your town.
Keep the cash registers ringing with your regular customers, as well as those who are just visiting and ready to treat themselves at your salon!
Choose the RIGHT retail items.
Are you near a beach, river or lake? If so, offer the items that people would stop in and buy from you for those activities – SPFs, beach towels, sunglasses, tumblers, beach bags, etc. Many tanning product distributors offer a wide variety of these types of retail items that make good summer impulse buys for your regular customers (who doesn’t need another cute pair of sunnies?) and essentials for those who are just in your city for a short visit.
Step outside!
Most retail boutiques and shops have “sidewalk sales” and I am sure at least once you have walked past a store, saw something you liked either outside or in the window and walked into the store to browse. Why not try and create that same kind of feel at your business? We are a retail business, after all. You can easily set up a little table outside your front door where you can display summer retail items, special buys, travel gift bags, etc. You can even include your tanning specials printed and framed to attract sidewalk shoppers – anything that will entice those walking by to stop, take a look at what you have to offer and hopefully, come inside and make a purchase.
Even though summer is known as our industry’s “slow season” there are ways to keep the cash registers ringing with regular customers, as well as those who are just visiting and ready to treat themselves at your salon!
