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.