Boosting Retail Sales: A Guide for Salons to Improve Display, Engagement, and Product Visibility

Retail sales in salons can be a major revenue stream when approached strategically and if you've chosen a brand that doesn't sell online. We've put together some simple, actionable steps for you to elevate your Estime & Sens, The Beauty of Caring, or MIDI 12 display and drive sales through better engagement and product visibility. 

1. Display Design: Creating a Visual Experience

• Clear Branding and Theme: Start by ensuring the display aligns with Estime & Sens’ brand essence—eco-friendly, chic, and sophisticated. Invest in wooden, glass, or eco-friendly materials for shelves or displays that reflect the brand’s values.
• Organise by Skin Concerns or Product Types: Group products according to their purpose (e.g. hydration, anti-ageing, etc.). This allows clients to easily locate items that address their needs.
• Eye-Level Placement: Place best-sellers and introductory products at eye level, as these tend to capture more attention.
• Add Information Cards: For each category, include small cards or signs detailing the benefits, ingredients, and suggested uses of each product. This is especially helpful for clients who may browse while staff are busy. If you're an account holder, you'll have access to printable A5 posters, perfect for your shelves.

'We absolutely love the products, even more so as we get to know all about them. Trying them out was such a treat which makes us realise how important testers are in salon.' - Mulberry Beauty, Doncaster 

2. Testers and Samples: Essential for Client Engagement

• Secure Testers and Samples: Having no testers or sample sachets is a missed opportunity. Ask us about our samples; they can significantly drive trial and purchase. Estime & Sens is a sensorial experience—we highly recommend inviting your clients to feel the luxurious textures and divine scents. If a client has no idea what a product feels or smells like, they're unlikely to buy it. 
• Sampling Station: Create a small area for clients to try testers themselves. Include cotton pads, spatulas, or testers in eco-friendly dispensers for sanitary use. 
• Skin Assessments and Mini Treatments: If samples are unavailable, offer a free consultation and incorporate a mini treatment using full-size products. This gives clients an in-depth, first-hand experience.

3. Educational Displays and Events

• Product Education Area: Dedicate a part of the display to highlight Estime & Sens’ unique qualities, such as being organic, eco-friendly, or their hero ingredients. Brief, engaging descriptions and visuals can help clients understand the value of the brand.
• Host a Product Showcase Event: Host an evening where clients can learn about Estime & Sens products in a relaxed, social setting. Offer discounts, mini facials or product demos and encourage attendees to explore the products hands-on.
• Social Proof: Use testimonials or positive client feedback on signage to show that others trust and enjoy the products. 

4. Incentivising Staff and Clients

• Staff Training: Ensure the team is well-informed about Estime & Sens products. Regular training on the product range and updates will enable staff to confidently make recommendations. We hold monthly face-to-face and virtual training to ensure you and your team feel knowledgeable, confident, and inspired.
• Incentives for Staff: Introduce a small reward or commission for the team on product sales to encourage active recommendations.
• Customer Loyalty and Bundles: Create product bundles or offer discounts on specific products after a treatment. For example, a 10% discount on a moisturiser if bought within 24 hours of a facial. Loyalty schemes can also increase repeat purchases. 

5. Social Media and Cross-Promotion

• Feature Products in Treatments and Online: Highlight the use of Estime & Sens products in treatments on the salon’s social media channels. Show the products in action and explain their benefits.
• Collaborate with Influencers or Local Experts: Partner with local influencers or skincare experts to post about the salon’s offerings and products, creating buzz and credibility.
• Create Engaging Content: Share tips on social media about using Estime & Sens products, such as application techniques or pairing products for a routine. This adds value to the client’s experience and can increase interest in trying the products.

6. Personalisation and Follow-Ups

• Personalised Recommendations: After a treatment, suggest a product based on the client’s skin type or concerns. Personalised recommendations can feel more genuine and tailored, leading to better conversions. Download our Estime & Sens from your LSB Portal.
• Follow-Up Offers: If a client is interested in a product but doesn’t purchase it, consider sending a personalised message or email later with a small discount or sample invitation. This follow-up can encourage them to return and reconsider the purchase.

Implementing even a few of these strategies can dramatically improve client engagement with the product display and boost sales. The key is consistency—creating a beautiful, informative space that entices clients, backed up by a knowledgeable team that makes product recommendations feel natural and personalised.

 

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