Seasonal themes and holidays are an obvious marketing hook, and a great reason to get your team to pull together, stay late one evening and completely revamp your floor plan and traffic flow, signage, “hot spots” or “sweet spots” where key items are displayed, color palette, product arrangement and shelf-talkers in time for the next big holiday. Store “makeovers” for Valentine’s Day, Mother’s Day, Father’s Day, back to school, Halloween and the end of the calendar year should be mapped out two to three months in advance, and timed carefully with promotions and GWPs, as well as community events and advertising campaigns.
Sonnenschein adds: “Another key to seeing through the eyes of your customer is to step outside the gender stereotype. Valentine’s Day is a classic example. We think of this as a woman’s holiday, with rose-petals and bon-bons thrown everywhere. But don’t forget that the world is full of guys who are expected to not only remember Valentine’s Day, but also to present the alpha-female in his life with a great gift, not just some schlocky card from the convenience-store. Here’s an example of where spas and salons need to market to men, as gift-givers initially, offering the solution to a problem. This specific example is a great opportunity to attract new clients: at the end of January, start reaching out to men, not women, with reminders and offers for February 14. Once you make the guy a hero on Valentine’s Day, then reach out again and offer him products and services for himself, like a smoother shave, sports massage, and more.”
TOP TEN SALES TIPS
1 - Rethink your real estate.
A huge couch which dominates your space, and plush chairs which face into a vase of flowers, do not sell your product. Consider reducing the size of your waiting area. Use that space to display—and SELL—more retail, and train your team to work the floor.
2 - Make sure that retail is visible in a starring role.
If your retail area is tucked away on the other side of a wall, behind the front desk, on the way to the treatment room, you are not doing your products justice. The shelves of retail products must be treated like catnip, like chocolate, like gold. Make them enticing by first making them visible and accessible.
3- Seeing is desiring.
We all get numbed by repetition. When we look at something long enough, it becomes invisible. This is true of products on your shelves. Re-arrange your inventory, and create sweet-spots with nesting tables and acrylic display cubes. People will “see” these highlighted products as they are seeing them for the first time. Change the layout, display and window once a month, minimum, to keep it seeming “new.”