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#PartyPeople<br />
IT’S A SHOP-PORTUNITY!<br />
DID YOU KNOW that 70 per cent of all hair electrical sales<br />
in salons occur during November and December? Stocking<br />
your shelves with all the right items is a commercial<br />
must for <strong>Christmas</strong>, as well as making the most of your<br />
product suppliers’ promotions. With added-value freebies,<br />
beautifully packaged gift sets and luxurious gift-wrapping,<br />
you can build a show-stopping shopping destination.<br />
“Create an in-store brand experience that will entice<br />
shoppers to your salon during the busiest time of the<br />
year and prevent them from buying all their <strong>Christmas</strong><br />
gifts online,” urges the team at Salon Success. “From<br />
the welcome greeting, consultation and service to the<br />
professional recommendation and gift service you provide,<br />
everything should be geared towards making that purchase<br />
simple. Shoppers love buying luxuries that come boxed<br />
and bagged or gift wrapped to take home, so create a<br />
department store atmosphere and take the hassle out of<br />
wrapping for your guests.”<br />
Tempt clients into spontaneous purchases with clever<br />
retail displays, visual merchandising and tactical selling.<br />
Set out “try me” tester products around the salon; create<br />
message-enhancing displays along the client’s journey<br />
and don’t forget that trial-sized products at reception<br />
make great stocking-filler impulse buys. Incentivise the<br />
team. Look at your sales from this time last year and<br />
aim to increase this by 10 per cent, says salon business<br />
consultant Carey Faulkner from Boostmysalon.co.uk.<br />
Once you have your goal, break it down into more<br />
manageable goals – in most cases it can mean just one<br />
more product sold per stylist per day. Here’s some<br />
festive retail inspiration…<br />
This Bumble and<br />
bauble glitter and<br />
gold extravaganza includes<br />
a travel-sized Pret-a-<br />
Powder and three Popbands on<br />
a bed of rose gold sequins.<br />
RRP £12<br />
bumbleandbumble.<br />
co.uk<br />
Schwarzkopf Professional’s<br />
BlondMe gift set includes All<br />
Blondes Shampoo and Mask.<br />
RRP £21.75<br />
schwarzkopfprofessional.co.uk<br />
There’s tonnes<br />
of choice from TIGI’s<br />
Bedhead, Catwalk, S Factor<br />
and Bedhead for Men ranges.<br />
Colour Goddess is a must!<br />
RRP £35.99<br />
tigiprofessional.com<br />
Inspired<br />
by precious<br />
materials, these limited<br />
edition palettes from High<br />
Definition are gorgeous!<br />
RRP £23.50<br />
beautyin<br />
highdefinition.com<br />
CHRISTMAS – ALL WRAPPED UP!<br />
The Hair Hangover<br />
Kits from Redken<br />
are perfect for those<br />
partying hard.<br />
RRP £10<br />
redken.co.uk<br />
Be Fabulous with<br />
Revlon Professional<br />
Normal C.R.E.A.M<br />
Shampoo and Conditioner<br />
and Fine Volume Spray.<br />
RRP £38.50<br />
revlonprofessional.<br />
com<br />
We love this<br />
R+Co Day+Night<br />
set, with Park Ave Blow<br />
Out Balm and Death<br />
Valley Dry Shampoo.<br />
RRP £27.20<br />
randco.com<br />
Clients<br />
can’t go wrong<br />
with an American Crew<br />
Essential Classic Kit – three<br />
products in a neat wash bag<br />
and a vial of WIN fragrance.<br />
RRP £34<br />
americancrew.com<br />
76<br />
CREATIVE <strong>HEAD</strong>
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