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Beauty products can sell themselves in your salon; but only if and when your guests can see, smell and touch them. It’s a fact that when you allow your beauty/skincare products to be experienced in a visceral way, it influences a person’s buying decisions on a subconscious level. You offer products that look, smell and feel enticing – so, use them to your advantage.
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Ever notice that most successful beauty retailers have some form of display at their counters and/or registers? This is no coincidence. With more than 86 percent of all purchasing decisions taking place at your sales counter, it makes perfect sense to feature product displays there. Counter displays create a non-pressure environment allowing customers to react on impulses.
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Tanning salon operators who are successful beauty-sellers embrace the philosophy that “If you can’t touch it, you won’t buy it” by utilizing a counter display. It’s just another way to keep things fun, fresh and profitable!
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The Fear Factor
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Some salon owners are so concerned with theft that they place all their retail products “safely” behind the store’s sales counter. While this might aid in loss prevention, it can also inhibit sales, particularly the type of impulse purchases that typically happen at most retail stores … which is exactly what a tanning salon is. Perhaps it’s time to step outside of your comfort zone and place some items in an area where your guests can readily see, feel and smell them. By doing this, you are welcoming a more active, engaging experience and creating additional sales with less manpower.
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A How-To
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Think of your counter display as a fashionable buying atmosphere. It is very important to make sure you display items in an appealing way. Always encourage your staff to verbally mention any counter-display items to all customers, even if they aren’t making a purchase that day. This will help remind them of what you have to offer, as well as influence impulse purchases.
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Add-On Products, Too
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Many of your customers have already purchased a professional indoor tanning product from you, but the sales don’t have to stop there. Reinforce the benefits of at-home skin care and tan maintenance by emphasizing products designed for this purpose – and put these items in a counter display! Tan extenders, moisturizers, body washes, shave gels and facial care products can be placed at the end of your counters, in addition to fact-sheets explaining the importance of their use. Place a full-size tester bottle next to this display and include any travel size products that are easy to add on to their purchase.
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Give Them A Sign
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An effective display is more than just putting the product you wish to sell in a box, then placing that box on your salon’s counter. Attaching a simple sign that reads, “Ask me how to keep your skin healthy and make your tan last longer!” is enough to generate interest in whatever after-tan product is on display. Tanners who see this are likely to enquire, giving your staff the chance to reply, “Maintaining the moisture level in the skin is essential to a longer-lasting tan and healthier-looking skin. Daily use of any professional indoor tanning moisturizer will help prolong the life of your tan, as well as help keep skin healthy, soft and younger-looking.” Then, ring it up!
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Your salon guests’ last-minute purchases are influenced by the “buying environment” you create at the counter.
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With more than 86 percent of all purchasing decisions taking place at your sales counter, it makes perfect sense to feature product displays there.
