Nilam Holmes-Patel is the CEO and founder of HD Brows
When it comes to summer retailing, planning is key. You should have started thinking about your stock and sales techniques way before the sun started to shine, so you and your staff are fully prepared to shower your clients with the knowledge they crave in the quest for summer beauty.
Retailing needs to be appealable to clients, so offer them the opportunity to browse at their leisure. Also, there must always be someone on hand to offer advice and to allow them to test the products to see what suits their skin type and style.
Hotter weather often means a fresher beauty style, so use this to encourage your clients to shake up their make-up bag this summer. Your clients will find their own personal ‘must-have’ favorites within the 76-strong Make Up by HD Brows collection, making it the perfect in salon retail range. We have also recently launched the accompanying four-day Professional Artistry Course to complement the collection, which offers attendees the skills to master and perfect professional make-up techniques, helping to take their career to the next level and allowing them the ability to offer clients more expertise than before.
With this in mind, why not offer make-up lessons to your clients? A make-up overhaul can really work wonders, especially for a new season. Individual or group make-up lessons, redeemable against product purchases, are a great way to entice your clients to try new products and services. The same concept could be applied to makeover treatments too, that are redeemable against purchases of any product. In-salon promotions, gifts with treatments and offering ideas on spontaneous or bundle purchases, such as ‘perfect base’ and ‘perfect brow’ packs, encouraging clients to buy their make up from you.
Don’t forget that beautiful promotional and point of sale material alongside up-to-date press coverage and celebrity endorsement will also go a long way to enticing your clients to buy. Focus on overhauling their entire make-up routine and encourage them to think about the bigger picture. Make your salon or spa a one-stop shop and group together make-up packages with other treatments you might offer. Knowledge is king and often secures the sale, so ensure your therapists are all trained on the make up you offer and have a thorough understanding of products and their ingredients. This goes a long way in reassuring your clients, so they are confident in visiting you for expert advice in time for summer.