Minor investments in the look and feel of your salon fixtures can create a substantial boost in sales if done correctly. In addition to increased sales, a stimulating set of displays with the right product mix will give your salon ambiance and a higher perceived value to your clients. However you choose to present your products, the decision process should not be taken lightly. Here are a few remodeling tips to help you get the most out of your budget.
1. Consider where customers will be walking when placing new fixtures. It makes perfect sense that customers will be more likely to buy something if they don’t have to go far to get it. No matter what the layout of your store is, there should be an optimal place for showing off your wares. Two frequently used locations is the area around customer seating and near the cash register; every salon is different, but wherever a customer can stop for a moment and have a look around is usually a good place for your displays.
2. The look of your products needs balance. A shelf with too many bulky items on one side will create a sense of discomfort with your customers. The same can be said for a shelf with too many smaller items cluttered in one corner. An awkward arrangement will make your visitors subconsciously shy away from your products, so try to give the items on your shelves a sense of harmony. If you want to place a larger product on the end of one shelf to make it stand out, put an item of comparable size on the opposite side. Things don’t have to be perfectly symmetric, but they should not be lopsided either.
3. Mind the height of your displays. Your products that are at or near eye-level will see the best sales. Items that are located on the bottom shelf only sell around two percent of the time, so put your winners high where people can see them. Consider using a free-standing display as opposed to a large shelf if you want to feature products away from a wall (like near the front desk when a visitor is paying).
Nesting tables are one solution as free-standing displays.
4. Experiment with your lighting. Poor lighting can cast awkward shadows on your products and make them unappealing to your clients. Avoid placing lighting directly over a shelf or table; instead, place lighting fixtures to the front and sides of your displays. Try multiple arrangements before making a decision.
5. Are your displays mobile and versatile? A salon should alter its displays every two to three months to spur customer interest. Changing your merchandising around every so often will spark your clients’ interest when they are due for their next visit. It also keeps your salon feeling vibrant and creative. So before you purchase a set of fixtures, ask yourself-could this go anywhere in the store, or does it only fit in one spot? Also important is whether or not your displays can accommodate different sized objects. Remember, variety is key in getting your customers’ attention. Setups that never change appear dull and too familiar- and your guests won’t look twice at them.
Here is a Salon client in the British Virgin Islands. They wanted a small retail area in the front of their salon. This piece high lighted the product, and left some space for marketing at the same time. Based on our years of working with some of the world’s most recognizable names in the beauty industry (L’Oreal, Matrix, Beauty Alliance, Farouk, NIOXIN) we are confident that updating your salon with Smart Fixtures will substantially increase your retail sales.
