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Strategic Retailing When Space is a Concern

By: Ryan A. Lombardo
Posted: May 31, 2012, from the June 2012 issue of Skin Inc. magazine.

How do you retail products and meet your sales goals when you are challenged with spatial obstacles? Prevent these challenges with the following key strategies that will allow you to recommend proper skin care to meet your clients’ goals. 

Relate to the senses

If you are not able to have a retail display with all products, be creative and have a focus item with a unique display that relates to all senses. For a promotion on vitamin C, consider featuring a bowl of oranges, with some fresh orange slices next to the tester of vitamin C serum. Provide clients with a glass of orange water or fresh orange juice. While they are refreshing, demonstrate on their hands how smooth the serum feels while discussing the reparative and preventive benefits of a topical application of vitamin C. Because of this experience, they will remember the benefits of a topical vitamin C each time they have a glass of orange juice.

Back bar

Even if you only have a small space on your wall, install a shelf and display a row of back bar products that are full, fresh and appealing, using the liquor bottles in a bar as a model. While consulting your clients for service, pull bottles from the display to create that perfect cocktail blend to prepare the skin to meet the their goals. Discuss the benefits of each product, and explain how to integrate them into their daily home regimen to extend the experience.

Repetition

A sound principle in marketing: is when individuals see or hear something seven times, they finally respond. Instead of having the space to display a product repeatedly, you, your team members, your paper or digital forms, and what’s left of your treatment room and retailing space, must become the vehicles for the repetitious encounters. If your goal is to get each client on a basic four-step regimen, then repeat these steps in all encounters.

Encounter 1. At intake, require clients to write out what they are currently using for these four steps—cleanse, repair, nourish and protect.