Salon Marketing and Business
Monday, March 17, 2008
Independent Salon Owner Meeting Notes
Why we buy: The Science of shopping by Paco Underhill
*Offer a total experience to clients
*Think outside the box
*Do not keep retail by the front door, you want clients to have a decompression zone.
*Always let customers see, touch, feel, and play with product.
*Utilize the 5 senses, the more senses you reach, the more the potential for clients to spend
*Shelves should be at least 3 product deep.
*Use plan-o-grams
*Rotate Stock frequently
*Clients don't like to take forever to purchase products
*You should always tell a story
*8 of 10 people buy more with the proper music (or music period) in the background
*signage should have list price and 2 or 3 features and benefits
*point of purchase is responsible for 80% of consumers buying decisions
*Always have a sale rack in the back so your consumers can pass everything else (also could just be an ongoing 'promotion' rack or gift with purchase.) Get them in buying mode.
*Promote people to buy
*Block products by color to create impact
*No product in locked cabinets
*No shelves behind reception desk
*Eye level is buy level
*Put the lowest sellers on the top and bottom
*A display should tell a story
*Display promo in 5 places in the salon
*Full shelves sell best, as nobody wants to purchase the last product on the shelf
*Stock more of best sellers, you can even stock a best seller on a single shelf alone, it has been proven that people will be more apt to buy it.
*Insure all information is avalable to clients
*Shelf Talkers!
*Change displays every 6 weeks
*Make sure staff is educated on displays
*Theft is 80% internal
Next IS meeting May 19th 10am at Belle Epoche Salon
Topic: Internet Marketing
led by Dana Cakebread and Mandy Zelinka
references:
PBA.org
Marketing coach in Vancouver: Veronica Noise
http://veronicanoise.com/home
behindthechair.net
*Offer a total experience to clients
*Think outside the box
*Do not keep retail by the front door, you want clients to have a decompression zone.
*Always let customers see, touch, feel, and play with product.
*Utilize the 5 senses, the more senses you reach, the more the potential for clients to spend
*Shelves should be at least 3 product deep.
*Use plan-o-grams
*Rotate Stock frequently
*Clients don't like to take forever to purchase products
*You should always tell a story
*8 of 10 people buy more with the proper music (or music period) in the background
*signage should have list price and 2 or 3 features and benefits
*point of purchase is responsible for 80% of consumers buying decisions
*Always have a sale rack in the back so your consumers can pass everything else (also could just be an ongoing 'promotion' rack or gift with purchase.) Get them in buying mode.
*Promote people to buy
*Block products by color to create impact
*No product in locked cabinets
*No shelves behind reception desk
*Eye level is buy level
*Put the lowest sellers on the top and bottom
*A display should tell a story
*Display promo in 5 places in the salon
*Full shelves sell best, as nobody wants to purchase the last product on the shelf
*Stock more of best sellers, you can even stock a best seller on a single shelf alone, it has been proven that people will be more apt to buy it.
*Insure all information is avalable to clients
*Shelf Talkers!
*Change displays every 6 weeks
*Make sure staff is educated on displays
*Theft is 80% internal
Next IS meeting May 19th 10am at Belle Epoche Salon
Topic: Internet Marketing
led by Dana Cakebread and Mandy Zelinka
references:
PBA.org
Marketing coach in Vancouver: Veronica Noise
http://veronicanoise.com/home
behindthechair.net
posted by Mandy Zelinka at 9:27 AM
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