Chapter 9 Merchandising in Your Salon and Spa
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Transcript Chapter 9 Merchandising in Your Salon and Spa
Chapter 9
Merchandising in Your
Salon and Spa
© Copyright 2012 Milady, a part of Cengage Learning.
All Rights Reserved.
Merchandising Terms
Merchandising—the total of activities related
to selling all goods, services, and retail items
that one might find in a salon and spa
Gross sales—total amount of money taken
in by the salon and spa during the year
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All Rights Reserved.
Merchandising Terms
Net profit—the difference between the cost
of goods and services and their selling price.
– Labor would be part of the cost of a
shampoo/style service as well as the shampoo
and hair spray
Real profit—the amount of money left after
all bills have been paid
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All Rights Reserved.
Main Steps in Merchandising
Getting customers
into the salon and
spa
Giving customers
what they want
Selling/servicing
customers, needs
© Milady, a part of Cengage Learning. Photography
by Dino Petrocelli
© Copyright 2012 Milady, a part of Cengage Learning.
All Rights Reserved.
Getting Customers into the
Salon and Spa
What makes a customer come into a salon
and spa?
–
–
–
–
the location
the appearance
the marketing (Web site, print work)
good recommendations
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Planning
What type of customers are you looking for?
What type of customer currently comes into
your salon and spa?
What types of businesses are near your
salon and spa? What is their traffic pattern?
Can you tie in with their marketing program
for the benefit of your salon and spa?
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Planning
Do you wish to change the type of customers
you already have, or do you just wish to add
a few more?
Should you consider changing your location?
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Salon and Spa Appearance
– clean windows
– attractive displays
(changed every 3 weeks)
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Photography by Dino Petrocelli
Attractive windows and doors
Waiting (retail) area well-lit
and open, so a passerby
can see into the salon and spa at night
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New Client Promotions
Discounts to attract new clients
– discount prices through services
– offered to the new clients on their first visit to the
salon and spa or a free retail gift with the first hair
or spa service
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Meetings and Training
Seminars
Hold staff meetings at least once a month
– owner/manager may lead the meeting
– a guest stylist or teacher speaker creates
excitement
– meetings can last from about 30 minutes or a few
hours
– attendance should be mandatory for all staff
members
– meetings are well-planned, interesting, and
interactive
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Meetings and Training
Seminars
Meeting topics
–
–
–
–
human relations and communication
salesmanship
new products and service techniques
service and retail sales results
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Electronic Media
Training programs are offered in various
electronic formats from salon and spa
education companies
Subjects include technical trainings and
client-service training
Training aids can stimulate lively
discussions
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School Demonstrations
A source of future staff and customers
Know your audience
Presentations need to be relevant to your
audience
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Using the Web
Source of marketing
– link yourself to multiple places online so that
your information will pop up in search engines,
yellow pages, online networking, etc.
– you want your information to be relevant to the
places to which it is connected
– web host providers and/or information
technology consultants can be a great resource
in helping you to maximize your visibility
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All Rights Reserved.
Word of Mouth
Word of mouth is the best type of marketing
If your salon and spa has a customer who
has sent you a client, be sure to acknowledge
him or her
– a thank-you note
– a small gift
– a complete rewards program
“Bring-a-friend” promotions
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Giving Customers What
They Want
Clients are looking for two things—service
and satisfaction
– greet the client immediately, whether it is his or
her first or hundredth visit
– should the person have to wait, offer a magazine
or a cup of coffee to help pass the time
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Giving Customers What
They Want
Listen to what the client wants
– the first visit should be the time for the client to
get to know the salon and spa and the
technicians
– the first and main objective of this visit is to gain
the person’s confidence and to get to know one
another
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Ask the Right Questions
Ask questions that enhance the customer’s
experience
Confirm that you will be asking a few brief
questions to better service the customer today
Establish a time line: “When was the last time
you received a haircut [wax/facial etc.]?” This
will allow the customer’s mind to focus and will
give you valuable information about his or her
patterns
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Ask the Right Questions
“What did you like about your last haircut
[hair color, manicure, etc.]?” This will give
you valuable information about what works
currently for the client
“What do you not like about your [haircut,
hair color, manicure, etc.]?” This will tell you
what needs to be changed
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Ask the Right Questions
“What would you like to change today about
your [haircut, hair color, manicure, etc.]?”
This will tell you what the client sees as his
or her needs and what the client wants to
change
“What are your currently using for products?”
This will allow you to understand what
products the client is currently using, and
how to better serve his or her product needs
“How is it working for you?”
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Ask the Client to Return
The technician should always invite the client
back to the salon and spa
If the client says he or she does not want to
rebook, help him or her see that it is in his or
her best interest to book now to secure a time
that works for him or her
If the client still prefers to call in, the
technician or front desk associate should give
the technician’s card to the client
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When you are served, not
sold, you feel welcomed,
great, happy, willing to
buy, and important
It is about education and
helping clients get what
they want, not what you
want
Motivate your technicians
Motivate your front desk
associate
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All Rights Reserved.
© Milady, a part of Cengage Learning. Photography
by Dino Petrocelli
Selling vs. Servicing
Customers’ Needs
How to Purchase, Market,
and Sell Retail Items
Purchasing should be done by one person
Items purchased should fall into two classes:
– usable items (back stock)
– retail items (items for resale)
The inventory sheet
– used to order accurately
– amounts should fall into a pattern
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Selecting Retail Lines
Do not buy into too many product lines.
Be sure the product lines are popular with
your staff, as technicians usually sell most
effectively when they understand and like a
product.
Be sure the product lines are sold exclusively
to salons and spas
You are buying into a distributor, not just a
product line
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Retail Items
Ask yourself:
– who are my customers?
– what will their purchasing needs be?
– are these products only sold in professional salons
and spas?
– what educational support system will the distributor
offer?
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Yearly Promotions
Once you have established your customers’
needs, you are now ready to set up yearly
promotion programs
You must adapt to your own area and clientele
Make a long-term commitment, and start small,
to see if it will work without risking too much of
your capital
It is a good idea to use a basic, consistent
template each year
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Marketing Retail Items
Most of the promotion of services and retail
items is done on a personal basis in the salon
and spa
The more personal an approach, such as
cards through the mail and/or e-mail, a
telephone call, or talking directly to a group,
the better
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Specialty Items
Clothing and/or jewelry should be sold in a
separate area
Fine jewelry should be placed where it can be
watched at all times and the inventory count
maintained
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Important Rules for
Merchandising
Know your customer
Know what you are selling
Know who is going to sell it
Know how much it costs and what kind of profit
you intend to make
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All Rights Reserved.
Summary
A salon and spa must launch and maintain an
active program to get new customers in and
retain them as customers
The three steps in merchandising are:
– getting the customer into the salon and spa
– giving customers what they want
– selling customers what they need
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All Rights Reserved.
Summary
All purchasing of back-stock items and retail
items should be done by one person. Choosing a
retail line is a very important decision; a good
distributor can help with promotions and
education.
To merchandise in a salon and spa, know your
customers, know what you are retailing, know
who will retail it, and know your costs and what
kind of profit you will make.
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All Rights Reserved.