As hairdressers, we’re lucky enough to be one of the only lasting businesses to offer a service that can’t be offered online and therefore we have a valuable opportunity to retail directly to your customer when they visit your salon.
Mark Woolley, founder and creative director of the Electric Hair salons and salon professional product range, explains what you need to remember when choosing a retail product for your salon.
1. Ingredients count – consumers are becoming more and more interested in what they put in their body, both orally and topically, and the same goes for haircare products. It’s important to really understand the ingredients in the products you are using or selling on to your customers, and also be able to explain to them their benefits and what they do.
2. Names mean nothing – more and more salons are stocking niche, under the radar products. That’s not saying that we should avoid the big boys who are still incredibly valuable but, having a carefully curated selection of products from quality brands is far more appealing to today’s sought-after shopper.
3. Personalisation is key – our customers are looking for a bespoke service both within treatments and during the retail experience. Ensure the products you are about to stock can cater to the specific hair types and needs of your customers. That doesn’t necessarily mean they need to produce twenty different types of shampoo, even the most capsule of collections can be suitable but just put yourself in your customer’s shoes and be able to offer them a maximum of 3 retail lines to give them some option.
4. Size up the competition – if your salon is located in the vicinity of a chain or franchise salon, you will have a difficult time selling the big-name brands. Larger corporations have the means to purchase product lines in larger quantities meaning they can sell them on to their customers at a much lower price. Do your homework and see what your competition in the local area is selling and adapt your offering.
5. Pretty counts – offer a range that suits your salons aesthetic. If you are a high-end salon, then your customers are looking for luxury products. If you’re a cool, fashion forward salon, then equally your customers are looking for a similar kind of aesthetic with your retail product. Customers are also drawn to a visibly attractive retail area so product packaging and merchandising is key.