The Ultimate Guide To Maximizing Retail Potential

Written by Biolage Education TeamJul 2, 2024

Read time 5 min


In the dynamic world of beauty and haircare, the opportunity to expand your business beyond services to retail can significantly enhance salons' profitability and client satisfaction. Biolage understands the unique position stylists hold in influencing client choices and fostering loyalty.

Here's how stylists can maximize their retail potential:

For a baseline, take a beat and really listen to a client’s feedback about the products in the salon. Create a survey, ask questions and really investigate. This can provide insights into what products are well-received and what might need to be replaced. Adjusting retail offerings based on client preferences and feedback ensures that salons stays relevant and client focused.

Remember, the journey to becoming great at anything is ongoing. Keep experimenting, keep learning and never underestimate the power of connecting with clientele on a deeper level. By showing genuine interest in their hair goals and offering personalized product recommendations, stylists can build trust, inspire loyalty and ultimately create a thriving business where both beauty pros and clients feel confident.

Educate Clients

Education is the cornerstone of retail sales in salons. It's the cornerstone for most things human beings do not only stylists. Stylists have the expertise to recommend the perfect products that complement their clients' hair care routines.

Don't just use a product, talk about it. Tell the clients why the product was chosen for their hair, how it tackles their specific concerns, and how gorgeous it'll make their hair look and feel long after they leave your chair. In many cases, the best way to learn is to teach it to someone else. When a beauty pro takes on the role of educator, it requires organizing and articulating their knowledge which leads to deeper understanding and retention.

Remember to utilize all the educational resources possible. Keeping an iPad on hand to elevate the experience will ensure stylists' favorite education hubs are always at their fingertips. On top of product recommendations, send clients home with some links to informative education hubs. Empower them to be the experts on their own aftercare.

Educate The Team

Implementing regular training sessions is vital. Encourage participation in webinars, workshops and online courses offered by Biolage and the other brands salons carry. When stylists feel supported in their pursuit of knowledge, they become more confident, passionate and more successful in their craft. Remember, a well-informed stylist isn't just providing a service – they're building relationships and becoming an invaluable resource for their clients' hair care needs.

Create an Inviting Retail Space

Retail spaces should be as inviting and stylish as the rest of a salon. Position products where they are easily accessible and visible to clients. Use shelf talkers and signage to draw attention to best sellers and products used during client services. An attractive display can create curiosity and lead to spontaneous purchases.

If stylists have no available space to house inventory, take advantage of SalonCentric’s virtual store.

Leverage Social Media

Social media is such a powerful tool to boost retail business. Showcase before-and-after photos of clients, highlighting how specific products have enhanced their hair. Share videos of product tutorials and styling tips. This not only engages existing clients but also attracts new clients who are looking for credible hair care advice and products. Use social media platforms, no matter how large or small its following. Create hashtags, a posting schedule and condition audiences on what to expect and when. Integrate product focuses until it becomes second nature and is reflected in the business.

Remember: Diagnose, Educate and Offer Solutions.