and educate them on selling strategy and best practices.
While this is true, you might be able to achieve similar—or
better—results by investing in your retail space and product
mix. Creating an environment in which customers want to
shop will also make them more likely to buy, and therefore
easier to sell to. Staff will be more excited and motivated
with a diverse product mix. And remember that a welcoming
and well-sourced retail area never calls out sick! n
“Create some areas which will feel more ‘exclusive,’
stocked with luxury items. Utilize a variety of heights,
textures, colors and scents. This encourages the guest to
shop not just for themselves, but for loved ones as well.”
QUICK TIPS FOR RETAIL
l Rotate retail weekly. Each time a
guest comes into your location, they
are more likely to look around if they
feel that something is new and see
something they have not seen.
l Signage makes retail entertaining!
Go beyond just shelf talkers, however—add
any editorials, beauty
awards and celebrity endorsements
the product has received.
Highlight the content in unique
frames and rotate it often.
l Have your store be Instagramready
at all times. Perhaps even
designate a selfie station. When
permissible after the COVID-19
pandemic, a “stay and play”
station with makeup, mirrors and
a sink is a good idea, too.
l Now is a time to think outside the
box. Offer reusable cloth masks
or scented hand sanitizers for
purchase in your retail area.
l Replacing magazines in the sitting
area with before and after books
from your skin care or device
companies also helps to engage
the guest.
l Engage the senses everywhere.
With more attention being drawn
to hygiene, use hand soaps in
bathrooms that you retail in your
store.
l Offer impulse products under $15
at the desk. (Lip balms, eye patches
and sheet masks always get me!)
l Avoid being out of stock. A guest
wants to go home with what they
purchased. Keeping control on your
inventory will maximize your profit
and avoid losing a sale.
l Create hierarchy by making a
‘product-of-the-week’ special.
l Have pricing either on the product
or in a frame that is easy to see.
Clients don’t want to ask what the
price is and they may simply pass
on the item if the price is not shown.
l Lean on your vendors for support:
quarterly business reviews to tweak
inventory, gift with purchase
options/samples, merchandizing
ideas, quarterly sales contests, etc.
Always be open to learning what
is new!
JACLYN LUONGO is a licensed esthetician, make-up artist, esthetic instructor, beauty blogger, business consultant and
regional sales manager with over 20 years of experience in the spa industry. She is currently USA Sales Manager for
Inika Organic.
JUNE 2020 ■ PULSE 55