Christmas is a time when everyone wants to share the love with gifts that matter, so it’s vital that your salon’s retail offerings are in the right place. Back in November, we gave you part 1 of Lockhart Meyer’s Salon Marketing retail tips – here’s part 2.
1: Sign everything
This is a crazy, often confusing time of year, so make things easier on your customers who want to spoil someone with a hair or beauty treat. Use salon signage to show where everything is, and also to increase the chances of those last minute additional purchases. Product signage should include key benefits of each range; give people the information they need and they’re more likely to invest.
2: Keep it clean
Just because it’s busy, it doesn’t mean your team can ignore the increased housekeeping that often comes hand in hand with increased footfall. You won’t see dusty shelves in stores such as Selfridges or Boots, so don’t allow it to happen at the salon. If you’d rather not take up staff time, then take a tip from Jo Hansford and hire a cleaner – even if it’s just for the Christmas period.
3: Don’t forget your shop window
Just as with fashion stores, your front window is your advert to passers-by. Use the space to show off your wares – if you don’t have hair imagery, then take full advantage and share your most exciting products. Step outside the salon and look at your windows and ask yourself – would I walk into this salon? Any easy way to tackle an empty window is to pick a bold theme; winter wonderland is a great one for this time of year!
4: Mirror, mirror
Mirrors aren’t just for your clients to check out their new look; they add space and dimension, and when your Christmas decorations are up, they’ll boost their beautifying effects. They’ll also make your retail areas look twice as big!
5: Light it up!
Make your windows work even harder. Add extra lighting to entice people heading home after a day at work through the dark streets; it makes the salon look enticing, and again, will highlight the hard work you’ve made with your window display.
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This policy was last updated on 23rd May 2018
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