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 main reasons;
1. You have stopped showing them how to do their hair. Show them a technique
2. The price of your retail in the salon is vastly more expensive than what they can purchase it for on Amazon for example.
Firstly Show them a technique or a styling product to help Begin a conversation of different ways they could style their hair.
Line the products up in front of them. Talk about hair condition. What you can do to improve it.
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.
Give them options.
People are used to buying things from the internet and the data proves it. No wonder they are rewarded for shopping online. EVERYTHING IS CHEAPER ONLINE. Yes it’s true even your favourite brands that promise you they don’t sell online. Sell online.
So what are you going to do? Stop retail completely and lessen your 5 star service or adapt to the modern way.
Move a piece of your business online get paid for your influence direct to your clientele. Oh and there are some massive benefits in it for you.
One less touch point to sanitize.
Scan and Ship. Offer to have the retail delivered to their home.
Increase the number of products you want to sell or recommend.
Save space in the salon.
GoSalon.uk guides you through the weeds. We Keep it simple & Make it easy for your customers to buy from you. We help you be the selling machine you want to be. You get out what you put in. This is retail 2.0 and it’s only going to grow.
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.
Now, this isn’t a piece about how amazing Amazon is. Most could take them or leave them. What is a question your customers would ask you as a hairdresser Ten Years ago, that they still ask today?
“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 shampoo anymore? If it’s not price. It’s how easy Amazon makes the process.
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 over at Amazon has managed to eat almost every sector he company enters because of his 10-year vision.
4. Scan your GoSalon QR code in two clicks you can link the customer directly to the product on his phone. & In seconds it’s bought. #kerching
It’s so fast, I love it and my customers love it. 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.
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.