You are a lash technician, and you are an entrepreneur. Whether you are running your business from home, loved by the locals, or a successful salon in an upmarket area doesn't matter. The key to any sustainable business is not where you operate from but the quality of your services. By having a retail corner dedicated to your aftercare products, you create an impression to your clients that you are an expert in your business and educate them to look after their eyelashes in the right way by using your products. It builds trust in your clients as well as a recurring stream of revenue for your business.
Being an artist like yourself, you would know the effects an aesthetic display of products will have on your customers. A carefully thought-out creative corner would add to the beauty of your salon and help you provide continued service to your clients.
Let's look at some ways you can spruce up your retail space in your salon.
Plan the area
Choosing the wrong place to display your products may be a deal-breaker. Treat this space as your 'other' business, which can generate a fair amount of profit for your business. You will need to spend a considerable amount of time thinking through which area of your salon will be the focal point of exhibiting your aftercare products. It could be either at the entrance of your salon or next to the reception counter. Please choose an area that is visible to clients or a site easily accessible to your clients as they walk into your salon. As a lash technician, your clients believe in your recommendations and advice on aftercare products. Having a ready space within their periphery of vision, selling those very products encourages them to make on-the-spot purchases.
Beautify the space
As shallow as it may sound, outward appearance makes a big difference to one's buying habit. It is paramount that you create an irresistible and inviting area to display your products. Keep the products dust-free and well stocked up; this gives an impression that your products are popular and sales are regular.
Work around a colour theme, add fun elements to your décor, a lush plant or a quirky portrait on the wall, or interactive displays to help your customers peruse through the products without your assistance. The key is to create a pleasant shopping experience for them.
Stack and Stock 'em up
As the saying goes, eye level is buy level. Transparently put, keeping your products at eye level makes for a successful strategy to get your products sold. When your clients can get a touch and feel of the product that's closest to their eye level, chances are they are more likely to feel drawn to buy them. Keep testers and information flyers ready for them to try before they are 100% sure of their purchase. You may also want to reshuffle products regularly to lend your display a sense of freshness. Psychologically speaking, anything new tends to attract the human brain instantly. Changing the arrangement of your display is a great way to have your clients' attention.
Sometimes a plethora of products on the shelves can be pretty overwhelming for clients. They may feel excited but also lost by the end of it. To make their search more manageable, club products together. You may try clubbing the cleansers and cleanser packs together or the accessories together to aid them in making quicker buying decisions.
Label them well
While you may have encountered some clients who wouldn't stop asking you questions about everything that exists, some clients prefer to lie low. They are quiet observers. Having attractively designed instructional notes against each product give both you and your customers a sense of independence. While you are busy tending to your other customers, it helps them understand the products' benefits and decide if they need it. You may nudge them a bit if they are over the fence with your expertise and knowledge further on if need be.
Special price displays
Anything that is discounted or is free is the winner. Dedicating a spot for specials or deals always gives your customers a feeling of control. Carefully plan the discounts. There are four kinds of psychological pricing- limited time to the offer, charm pricing (read $1.99, $39.99), innumeracy (buy one get one free, buy one get 50% off on the next, etc.) and font of the price (read $25 instead of $25.00). Experts say that these types of pricing work on the psychology of consumers. Giving them an effective product at a value they can't refuse for a good sales strategy.
While you amp up that retail space in your salon, ensure that you aren't pushing your sales aggressively. You want to build your client's trust and build a relationship to encourage them to be your recurring clients. It is essential that you draw that fine line between pushing a sale and encouraging them to look after their lashes in the right way. Charm them, educate them, and show them that you care. Eventually, it will translate into an outcome you always desired for your business.