Sizzle Your Salon's Summer Merchandising

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Merchandising refers to the in-store variety of products available for retail sale and the display of those products to stimulate interest and entice customers to make a purchase. Best salon merchandising practices would refresh based on average client visits, every 6 to 8 weeks. With the summer solstice on June 21st, this becomes a great time to bring the summertime season IN.

Determine a summer "look" for your beauty business and express it by choosing decorations and retail products that tell a story in your special branded way. This type of merchandising requires a little planning and a few "props" to add personality to salon displays. The objective is to create a salon experience that guests will not find elsewhere. 

1. Pick a theme.
The summer themes are limitless. Beach, nautical, sea, picnic, tropics, travel, stars and stripes, camping, ice cream, flamingos, pineapples, watermelon are all traditional themes and symbols of summer.

2. Merchandising tells a story.
Theme everything to a summer "story" – color choices, merchandising support elements, point of purchase signs, and seasonal merchandise offerings all work together to further visually support the theme. A unique shopping ambiance sells more retail and adds to the bottom line. To get some ideas for themes and props check out our Summer Merchandising Pinterest Board.

3. Summer-themed window displays.
Your salon windows are your most valuable advertising space. Summertime merchandising should be prominently showcased in the window. Don’t underestimate the power of talking to the street. Pick a theme, be bold.

4. Add new summer-themed products to your salon retail.
Adding a new line of products to your salon retail could open up whole new lines of business for your salon. Expand inventory by bringing in a line of nail polish, sun glasses, straw hats, flip-flops, beach towels, beach bags, cosmetic travel bags, jewelry, self tanning lotions or sprays, skin and hair products with SPF protection.

5. Summertime retail props
Mix retail with merchandising support elements - these are the little details such as pineapples, watermelon, flamingos, beach balls, straw hats, straw bags, vintage suitcases - elements that make your displays special. Create small vignette displays that are grouped by color or theme, the purpose of merchandising is to show-off your "wares".

6. Add zest with fresh flowers
Fresh flowers mixed into displays add instant zest for such a little cost. Fresh small bouquets in varying mini vases filled with tropical leaves and flowers, garden roses, dahlias, or sunflowers. Flowers add instant summertime to any retail display. 

7. Shelf Talkers
Tell your story clearly with themed point of sale signs or shelf talkers mixed into retail displays. Point of sale signs clearly state prices, products, packages, or specials you wish to highlight which both informs and encourages purchase. 

8. Summer-Themed Selfie Station
What is a Selfie Station you ask? It's a cool staged place or space in your salon specifically designated for clients to take selfies (make sure you include your salon logo and hashtag).

Add a summertime-themed selfie station in your salon to play up the season. Paper ice cream cones, plastic flamingos, bright painted pineapples, watermelon selfie sticks, hanging tropical leaves and flowers. Add a bit of color and fun to encourage salon tagging, or use it yourself for salon before and after shots shared on social media.

Dive-into summertime merchandising to sizzle retail and service sales this summer.

In summer merchandisingsummertime merchandisingmerchandising summersalon summer retail Tagssummer merchandisingsalon merchandisingmerchandising tipssummertime merchandising for salons and spasretail tips

Tips to Serve Up Summertime Salon Specials

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Worried about a slow summer? Slow summers can be a thing of the past by connecting with clients and keep them coming back. These summer marketing ideas for salons and spas can help ensure steady cash flow and increased salon retail and service sales to help keep your business growing and financially healthy.

1.  Pre-book and book-end appointments around your salon clients’ vacation schedules. 
So often we make clients book around our schedules – on the days that we’re in and when we don’t have other appointments on the books. For your regular clients, and especially those clients who regularly receive color, texture and other big ticket services, schedule around them instead.

Before summer comes, ask your clients to give you their vacation dates and bookend their appointments (meaning, one appointment a few days before, one appointment a few days afterward) around their vacation dates.  They will love that you are helping to manage their schedule and keep them looking their best when they are off seeing friends and family on summer vacations.

2.  Serve up summertime salon specials during slow or hard to fill salon hours. 
Get customers in the door during your slowest hours by creating special offers on Instagram, Facebook and Twitter to make slow summertime hours more profitable.

3.   Add new summer-themed products to your salon retail.
Adding a new line of products to your salon retail could open up whole new lines of business for your salon. You could attract new target audiences, and you can also grow your average ticket if you add the right products and gift items to the home hair care and skin care products you already sell!

Expand inventory by bringing in a line of designer sun glasses, sun hats, flip-flops, towels, summer themed-jewelry, lip products with SPF protection, sunscreen, sun skin repair or self tanning lotions or sprays.

4.  Add new services perfect for salon clients in the summer months. 
Convert a space in your salon to offer spa services for summer months such as: 
-Pedicures to show off beautiful bare toes.
-Specialty fingernail or toenail painting and decals.
-Summer make-up station featuring travel-size make-up products.
-Summertime deep conditioning treatments for hair or skin.

5.  Extend special offers on hair and skin that salon clients love for summer. 
Clients who will be traveling to visit family and friends in far off places want to look their very best – and so do clients who are staying home. Create special summer-themed offers to bring clients in for the perfect “sun-inspired” highlights with foils, skin exfoliation and smoothing to brighten and even skin tone, or pedicures to undo the damage caused by going barefoot or wearing sandals. Create a special offer for clients who come in and add these summer specials on to their regular appointments. Invite clients to pre-book add-ons via email and social networks and feature photos that show them what their results can look like!

6.  WOM. 
Most salon owners say that “word of mouth” is the best kind of marketing, and that referrals from friends and family of current clients are their best source of new clients. Rev up your referral marketing engine by offering rewards to your clients. Pique interest by adding a big prize (such as a Kindle Fire or an iPod) to be awarded at summer’s end in a special drawing.  Every time a client refers a new client to your salon, they are automatically entered into the drawing, which you can hold during a special end of summer (or back-to-school themed) open house.

In salon friend referralsalon marketing ideas for summersalon promotions for summersummer salon marketing campaignsummer salon promotions Tags summertime specials for salonssummer salon promotionsmarketing ideas for summersummer campaigns