Have you been to one of those newly remodeled Targets lately? Gone are the days of the aisle after aisle of products. Target’s got different types of tables with inviting displays. There are adorable little nesting tables with products in miniature setups so customers can just play.
When you have clients in your business, it is rare that they know what products they need or want. Few clients know what a serum is and even fewer understand the difference between a glycolic and a salicylic cleanser, but you can help them learn in fun and interactive ways.
Make your retail an interactive experience. Get products closer to clients. Give them tools to learn about products right there in the display area. Use your retail displays to educate and make them inviting, so they draw clients in.
Retail is a whole new world! If you want to beat online retailers, you have to think outside of the box and we’ve got some great tips that are sure to help!
Use signs to explain product categories. Clients need help understanding how a serum is different than a moisturizer and why exfoliating cleansers are different than cream cleansers.
OUTLINE APPLICATION ORDER
Use signs to explain what order to apply products. Showing clients the order to apply their products will demystify the homecare process.
Use signs to explain how products impact the skin. Teach them what a retinol is and how it works – show them what vitamin C will do.
Encourage product sampling and testing. Let them touch, smell, and experience the product. Show how much product to use and the best way to apply it.
Offer treats in the retail area. Many national spa retail companies serve a miniature cup of tea or flavored water. These costs are low and help add a unique flare.
The more fun, interactive, and inviting you make your retail area, the more opportunity you will have to sell products. This will increase revenue and profit margin. Creating a retail area that is engaging will help to build client trust and loyalty, which will help keep clients’ retail dollars in your pocket and out of the pockets of large internet companies.
Barry Eichner is the cofounder of Lipgloss + Aftershave, a marketing consulting firm that specializes in digital media content creation, as well as strategic planning and implementation for beauty brands. He and Jenni Nagle (cofounder) publish the namesake beauty blog and podcast Lipgloss + Aftershave. Eichner writes monthly columns that cover topics such as digital marketing, as well as overall business development for the independent skin care professional and day spa. He is a featured speaker at industry tradeshows across the country. Eichner has been selected to emcee the 2019 Skin Games in Las Vegas. He is also a published editorial and lifestyle photographer.
Co-founder of Lipgloss + Aftershave, Jenni Nagle has nearly two decades of experience in the skin care industry. She began her career as an aesthetician working in all aspects of the industry: day, medical, and resort spas. Nagle always gravitated towards the business and marketing aspect of the spa industry and eventually managed large spas and became the director of public and media relations for a skin care brand. Looking for even more opportunity, she created her own digital marketing and public relations firm offering consulting services to international skin care brands and currently runs Lipgloss + Aftershave, a personal care and lifestyle review website offering fresh, fun, and informative reviews of professional and retail skin care products, makeup, and hair care, as well as other unique personal care items.