Why Salon Retail is Broken.

What we can do to fix it and why you need to endorse what you love.

Customers have stopped buying retail products from salons for two reasons;
1. You have stopped showing them how to do their hair at home. ‘How to do their hair at home’ goes hand in hand with retail sales.
2. The price of your retail in the salon is vastly more expensive than what they can purchase it for on Amazon for example.

Show them a technique or a styling product. Begin the conversation. Line the products up in front of them. They are much more comfortable in the sales process if they ask the first question.

Selling a product isn’t about selling a product it’s about providing excellent customer service and sharing a sliver of your expertise with them so they can take care of their hair at home. 

As of 2018 – 87% of UK retail purchases made online

& 78% of Brits use their mobile phone for online shopping when they are travelling or commuting.

The rise of Internet Amazon has revolutionised online shopping. Amazon is one of two trillion-dollar companies. How did they grow so big and so fast? It wasn’t through luck it was through a simple vision and a massive dollop of conviction. They came along made everything easy and convenient for the customer and gave them great value. They used technology to grow and kept it simple.

Jeff Bezos Amazon CEO & holder of the most expensive divorce ever famously said “I very frequently get the question: ‘What’s going to change in the next 10 years?’ And that is a very interesting question; it’s a very common one. I seldom get the question: ‘What’s not going to change in the next 10 years?’ And I submit to you that, that second question is the more important of the two — because you can build a business strategy around the things that are stable in time. … [I]n our retail business, we know that customers want low prices, and I know that’s going to be true 10 years from now. They want fast delivery; they want vast selection.

We have the same principle at GoSalon. Keep it simple. Make it easy for your customers to buy from you.

Now, this isn’t a piece about how amazing Amazon is. Most could take them or leave them. However, I think about this question a lot. What is a question your customers would ask you as a hairdresser Ten Years ago that they still ask today?

for example. “What is a good shampoo for my hair?” We are all being asked that question today. Thankfully we can assume that means people are still going to wash their hair today like they did ten years ago.

So, if that’s true why aren’t we selling them products in the salon anymore?

Have people stopped buying shampoo? No. They just aren’t buying it from you. Why? probably because they are buying it from Jeff. Jeff made it so simple and easy to provide this service the transition was easy. Have you noticed that the brands that you are loyal too now sell directly to Amazon?

top image is Jeff’s Business – Bottom image is your business. Can you see what i can see?

So what are we going to do about it? Well, the malaise around retail product sales in a salon has been in decline for over a decade. It’s a skill set that the young guns cannot be bothered to learn. We need more emphasis on Why it’s important to learn to retail is because it shows you care and that you are a professional. Not to mention if you are not selling them a product then someone else is selling to them and essentially cutting you out of the commission.

Here’s a tip to get you into retailing. During your next appointment, I dare you to try this.

1. “Put the products you are using in front of your customer”

Their first response is to pick it up and ask you a question such as “Why are you using that in my hair?”

2. “Answer their question” show them your expertise, tell them how to use the product to compliment there new cut and style. 

3. How much is this product or where can I get it from?

This is where the breakdown occurs 80% of the time. Price. Jeff has managed to eat almost every sector he company enters because of his 10-year vision. 

4. Splash your GoSalon app has the opportunity to link the customer directly to the product on his phone. In seconds it’s bought. #kerching

Try It I would love to know how it goes. Fingers crossed.

Data suggests 80% of your customers would buy from you if the price is closer to the internet. With a 4 in 5 success rate imagine what you could have put that profit towards over the last ten years? and it all starts with putting a bottle in front of your customer.

Instant Retail

I wanted to solve this retail issue and with GoSalon. We use a QR code to transport your customer from your chair to a point on the internet wherein 2/3 clicks they buy a product “For the Internet Price” And you get rewarded for this service. Here’s the kicker. If the customer likes it and buys the product again using your link. You get rewarded twice!

Why is this important for the industry as a whole? 

products that work get more genuine sales. It’ll help keep product companies more authentic to the hairdressers and barbers they rely on. Retail in the ’20s will be about recommending what works.

Provide value for your customer and be rewarded for your expert service. 

Who would have thought people would be spending £300 on a hairdryer 10 years ago? Is that hairdryer 6 times faster than a £50 one? Word of mouth is so powerful. You are the influencer when it comes to hair. That’s the power of the professional. GoSalon enough. It has worked for me for the last 9 months and I know it’ll work for you too.

About the author

Aaron Dorn is a hairdresser with twenty years of experience and a background in finance and computers. He now educates and is a consultant for several companies within the hair and beauty industry.

GoSalon is the number one time saving and money-making app for the Hair and Beauty industry. By combining all the relevant digital tools used by Hair, Barber & beauty professionals in one place. GoSalon simplifies the retail, appointment, payment and review process for you. GoSalon prides itself on the fact it can do that for you. It’s free to join and is available by invitation only