All beauty, hair, manicure, pedicure services are based on using certain formulations. Most of them is not available in retail shops or supermarkets. They can be purchased only in a beauty salon. And they differ from the ones available in retail, first and foremost they are for professional use only.
In case manicure and pedicure products situation is very similar. Specialized paraffin treatments, scrubs, hands and feet masques, oils are used only in nail and beauty salons, although sometimes we can be disappointed. Anyway it is worthwhile to provide wide range of products, or even whole product lines. Customers do appreciate it and will be more trustful. Moreover it will be easier to select proper range of treatments for the need of particular skin type and customer’s preferences. By the way, not everybody likes the smell of honey… I know people who even hate it…
Once we already have all the necessary products, we need to find a good place for them. We are happy with the products we work with and we offer to our customers and that is why we need to present them very well to our customers. Besides they should have a possibility to try these products – some of them can be used at home. If we close our precious jars, bottles and other containers is glass cases, we will create a barrier and discourage our customers from showing interest in them. Products which we can sell them should be easily available rather then stocked in cupboards, drawers, boxes. The best way to present them is all sort of open displays and expositors. Nail polishes (ideally of the same brand) look great when put on shelves on an eye level. Proper illumination is crucial too and enhances visual effect.
Having said that, it is time to focus on beauty products for men. No matter what kind of shop they visit, they already know what they want. So we should have a separate display (darker or with some metal elements) with products for men. Sometimes they can be the same products which women use but of less intensive fragrance, fast-absorbing, not complicated in use.
The rule „I’m trying – I’m using – I’m buying” can be a key to success.
Hardly ever beauty warehouse where we do our shopping provides us with samples. However there is a simple solution – we need to get 5-7ml jars (or bigger) and put a bit of product from a regular size jar. It’s perfect when there is a pump for hygienic operation, if not we need to use disposable spatula. Using your finger is never a good idea. Such samples can be proudly handed to our customers. The more we know about the product, its purpose and properties, the better. It is easier to be convincing during selling products. Special deals always do the good job, especially that there is an infinite number of possibilities like for example cuticle oil along with every purchase or nail service.
Another advantage of selling products in a salon is the fact of limited availability of something special, unique, of an extra value. Even a bit higher prices do not discourage. All of us like to have something different from others, something that catches en eye. That is another argument for selling products in a salon. In time, customer X will recommended it to customer Y and we can be almost sure that Y will want to have it (on condition that X tells Y where she has bought it…)
Proper professional treatment, well-selected products, nice chatting, some small gifts (like samples) for home-use make our customers keep coming back for another treatment and maybe only for some shopping.
Joanna F. Górska, fot. FPO
Źródło: pismo „Paznokcie” nr 25.