There is something very powerful about a demonstration of a new beauty product compared to any other type of advertising. After all, if a stylist uses a new gel, mousse, or any other hair product the client is much more likely to see the value of the product and make a purchase at that time.
Having product display cases beside the stylist’s workstation is a great marketing tool. The stylist does not have to be a salesperson; rather they need to use the product and let it speak for itself. The advantage to having the product on display in sight of the client just reinforces the fact that they can use the product themselves to create the same style at home.
This works for all other types of beauty supplies as well; not just with hair products. Brushes, curling and flat irons, blow dryers, pedicure and manicure supplies, nail polishes and beauty creams and washes are all ideal options for boosting sales. Strategically placing the display stands in key points of the salon will provide clients the option to buy and look while they are with the stylist, making another appointment, or paying for their services.
Products Used On Display
When setting up your workstations it is important to display the products that you are using with the customers, especially those that are also for sale in the studio. A shelf or a counter space at the workstation that is at eye level or above for the client when in the chair provides the best visibility.
The stylist will use the products and replace them on the shelf while the client watches. This will often prompt a discussion, leading to the second option for maximizing product sales.
When using a product on a client the stylist can simply give a short one or two sentence description of the product. This doesn’t have to be a sales pitch, just point out the benefits, and the product will sell itself. An example could be something along the lines of “Today I am using ABC gel on your hair because I think it is the best to provide outstanding volume and body for short, straight hair like yours. This is my favourite product and it makes styling so easy.”
High Traffic Areas
Many salons make the mistake of placing retail stands in a back corner or in an out of the way space of the salon. This is counterproductive and really a waste of space and display material. The retail stands should be placed in high traffic areas including around the reception desk and near each workstation. This allows the customers to see the products and to have easy access to select the product and add it to their purchase.