10 UNIVERSAL MERCHANDISING TIPS
THAT GET RESULTS !
#1 – EYE LEVEL IS BUY LEVEL
The most profitable and expensive products are at eye level.
Impulse buys are placed between waist and eye level. People read left to right so begin with Shampoo and end with treatments in each family. Shampoo #1 seller with treatment placed to help ‘cross-promote’ each product family.
Follow these tips when setting up your retail – they work!
#2 – SIGN EVERYTHING
Use signs to tell benefits and features of products.
Add an image or magazine cover of a person that shows the products effect. Celebrity endorsements of products provides a talking point with clients. This creates interest where there were only rows of product. Helps to break up products into segments that become understanding.
Make sure to place endorsements beside the corresponding product on the shelf!
#3 – WINNING WINDOW THEMES
Make your windows talk about beauty, fashion and hair.
Make your sign about your client, rather than about the product. Do they appeal to your target audience and set the scene before they walk through your salon door? Hang a large beauty image that tells them know how they would “feel” by buying this product.
Create clear messaging using SALON and HAIR or SPA – no script fonts EVER!
#4 – FULLY LOADED & ORGANIZED
Much the same as a clothing retailer make your shelves/tables look full always. Double, triple even quadruple the facing of most successful products. Divide retail space into families and categories; shampoo & treatments, styling, men, etc. Use the right size shelving to create a side-by-side abundant look.
Fully loaded & organzied retail spaces sell more. Stock up to sell!
#5 – EXPLAIN, EXPLAIN, EXPLAIN
Explain more than display by incorporating explanation into your retail space. Make it clear to your guests what they are looking at, their choices, and what products do. Answer the #1 Question: What does this do? Translated: Do I need this? Group products in ‘families’ with mutiple ‘facings’ of each product.
What ways could you incorporate the jean’s ‘explain’ idea above into your retail space?
#6 – THE RULE OF 3
Visual merchandisers use the rule of three & Pyramids Strategy. Put products in groups of three, or five, but never alone, as a pair, or in even numbers. A pyramid shape draws the eye to the top, then work our way down. Use the three principle, grouping things according to height – have small, medium, and large together as one group.
Asymetrical displays keep our eyes moving around. Symmetrical stops us dead in our tracks!
#7 – SHOP WHILE WAITING
Design your entry as a retail store and place your waiting area in the centre your retail space so clients can shop while they wait. Leave magazines at stylist stations or colour processing areas. Do not put clients backs to front window. Keep the reception desk away from the front entrance, make your guests walk through your retail space.
You will EARN money when clients look at retail while they wait!
#8 – STATION STAGING
Provide a stage for the products being used on each client at stylist workstations, as 80-85% of sales occur at the stylist workstation, and demonstrates the professionalism of stylists. Have stylists talk to clients about their hair and how these products will HELP them. Allow client to touch and feel the products being used on their hair.
Always keep stylist product knowledge up to date!
#9 – FEATURE TABLES
Place a feature table in the middle of your retail space. This is a great place to feature new products and use the rule of three or pyramid products. Keep the marketing message clear and do not use feature table for mixed messaging. Use accent lighting if you can. Feature tables should draw your guests to them immediately.
Change the feature table every month to capture your clients interest!
#10 – MEN’S MESSAGING
Men’s grooming is exploding within the industry. Create a space in your retail area just for men.
Use marketing words/symbols that men can relate to and visualize. Retail sales to men is the fastest growing sector of the beauty market. Men are loyal customers once they have purchased and used a brand.
Providing a masculine space just for men tells them that they have value in your salon!