In a climate of rising energy and business costs and declining consumer confidence, the hair and beauty industry is plagued by uncertainty. The NHBF’s latest State of the Industry report showed that 19% of businesses were making either a small or a substantial loss. To stay afloat, innovation is key. Doing retail right and introducing new products and services can make all the difference, allowing salons to enhance clients’ experience.
So, how can a salon ‘retail well’? Are there good practices to follow when introducing new products and services? We look at top tips from salon owners and experts.
1. DON’T THINK OF RETAIL AS AN ADD-ON – BUILD YOUR SALON AROUND IT
Successful salons view retail not just as an extra source of revenue but as fully part of the client’s experience. Ideally, products should be presented throughout the consultation, educating clients about their value and how they should be used – not in a rush right at the end, when they are about to pay. ‘The salon needs to be built around retail,’ says Chris Amos, founder and owner of Chapters Hair Company in Bromsgrove. ‘It’s the driving force behind the client’s journey and shouldn’t be seen as an afterthought.’