M0NEY MATTERS
CONTINUED
1 . Retailing integrations
Consider that , if possible , every product you use in service should be available for purchase within your business and merchandised both in-store and online .
If you have the capability to sell in-store and online , great ! If you do not have that capability , consider these two options . A . Dropshipping is where your spa or salon sells products to your customers , but the merchandise moves directly from the brands ( vendors ) you work with to your customer without being handled or stored by you . Dropshipping is a straightforward business model that requires store owners to work closely with their vendors , ensuring seamless delivery and keeping the logistics out of sight from the customer . There is some setup that may require you to integrate aspects of your webpage and shopping cart with your dropship partners , or you may have to upload orders taken from your website to your dropshipping partners ’ website .
B . Affiliate programs are something to consider if you don ’ t have the capabilities to sell online or drop shop . If your supplier has an affiliate program , this is how it works . You would highlight the affiliate products you sell on any of your preferred platforms ( Instagram , Facebook , TikTok , blog , newsletter / email campaigns or your website ) and introduce your clients to these products . All sales can be tracked by tracking links and coupon codes such that not only is the first order tracked , all subsequent re-orders are tracked , and you can earn commissions on all sales each time your customers complete a purchase . One such platform is called Refersion , which has a marketplace where you can find items to sell if a current partner you work with does not offer those services .
2 . Virtual consultations with your customers
I have seen many brands ( Marc Jacobs , to name one ) that have been offering free makeup and / or skin consults via online software like Zoom , Skype and Google Hangouts . This is a great way to build community and real connectivity with your customers . The offer is simple : a pre-booked 30-minute appointment and a questionnaire sent to the customer that must be filled out to schedule an appointment . From there , you can customize an agenda of what will be covered and use that to ask your customers what their challenges and pain points are and where they need help in their daily routines . Next , it is not really selling , it is just offering real solutions and collaborating directly with your customers to meet their needs . In the process , you will learn invaluable insights about them and all of your customers . Plus , you can give them the option of a discount code to purchase products for a limited time as a ‘ thank you .’
3 . Increase digital and social media presence to build your community
If you are not involved in any social media , then use this time to pick a platform and get started . You have the choice of Facebook , Instagram , Linkedin and others . They all have a different appeal . Probably the easiest place to start is to showcase what you do best by taking pictures and posting
40 PULSE ■ OCTOBER 2020