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The colors, artwork and design flow throughout the spa and salon is inviting and warm.
Thu, 03/28/2013 - 7:28am
You never get a second chance to make a first impression is a saying that you've likely heard many times. However, this is an especially important concept when it comes to the design of a salon or spa. Every time a client walks through the door, their first impression causes them to form an immediate opinion about your business based on the environment that they experience. In just a few moments, a client will likely decide whether they think that your business is a chic establishment that is keeping up with current trends and a luxurious place to de-stress or an outdated, second-rate facility.
While many salons and spas have caught onto the importance of design when it comes to entryways, lobbies and the areas in which clients will be serviced, the design of retail areas is too often overlooked. However, retail is extremely important in helping a salon or spa increase its bottom line. In the same way that a salon or spa's overall presentation and environment directly affects a customer's desire to continue to visit that particular salon or spa, the presentation of its retail area directly affects a customer's desire to purchase products during his or her visit. And it often takes just a few design changes to start increasing salon and spa retail sales.Incorporate emotion
The retail area should be designed so that it causes a client to feel an emotional need to buy. Giving clients the ability to touch, feel and smell available products is a key way to increase sales.Pay attention to presentation
Be sure to choose each design element carefully in your retail area—this includes choosing the right space, product placement, lighting and even wall color. It all contributes to the buying environment.Make more than one retail area
Retail displays should be placed in several areas: near the entrance (which encourages walk-in purchases), in the waiting area (many people will shop while they wait) and between the back bar and styling stations (where clients will get the opportunity to buy the products that they try during their visit).Draw attention
If you back light the shelves that store retail products, you will attract customers' eyes to the products. Colors on the wall also help create a buying environment—particularly light purple to red tones.Reconsider placement
The new standard, when it comes to planning out retail space, is to have the reception desk towards the back of the space so the client has to walk through the retail units before reaching the desk. It is the same layout that department stores use. Also, think about the placement of products within the area. For instance, studies have shown that, when clients enter a space, they walk to the right first. Another good idea is to put your best selling products towards the back of the retail area so that clients look at everything else before grabbing their favorite shampoo (have you ever wondered why milk is usually in the back of grocery stores?).
It only takes a few small design changes to make a big difference in your bottom line!
Other Retail Tips to Try:Give out samples
Some salons and spas routinely offer samples of the different lines they carry, which have been proven to increase retail sales. Other locations will do a gift with purchase, which also has been shown to increase a salon or spa's bottom line.Educate your staff
It is important that your staff is educated about the products that you carry, can clearly explain products' uses and benefits and feels comfortable selling every line that you offer. Personalized staff recommendations are often a great way to sell additional products since clients trust the opinion of industry professionals. However, while it is good to strongly encourage this practice, be careful about mandating it. If the recommendation feels like a sales-pitch rather than a spur-of-the moment piece of advice, it will seem disingenuous to clients and may actually make them less inclined to buy.
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