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Improve Your Retail Revenue
By: Lydia Sarfati
Posted: July 27, 2012, from the August 2012 issue of Skin Inc. magazine.
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Sound. In recent studies done by Andrea Bovero, PhD, it has been found that classical music stimulates the purchase of luxury products. Slow, classical music will relax your clients and make them feel like they have time to peruse and shop. So bring on the Bach!
Touch and smell. Have samples of each product in your retail area. Your clients will like that they can touch and smell the products before they purchase them. Be sure that you are controlling the sampling process; if it is not well-maintained, products can get messy and contaminated. Keep antimicrobial wipes nearby, and small garbage cans with lids so that you can maintain the area. To ensure your testers are not expired, mark the date it was opened on the bottom of the bottle.
Taste. A drink is not only a perfect end to their fantastic spa treatment, but it will also take your clients a few minutes to consume. Take advantage of this time to give your professional recommendations, as well as your spiel on exactly why they need them. Use this time to inform and entertain clients. The retail area is your stage, the products are your props, and knowing your clients and product lines creates the perfect dialogue.
Your retail business should be at least 50% of your service revenue. Take a hold of your retail business and your skin care facility’s success will reach new heights.
Lydia Sarfati, president and founder of Repêchage, is an internationally recognized skin care expert quoted in Vogue, InStyle, Glamour and The New York Times, and featured on CNN, CBS and Fox. Sarfati has more than 30 years of experience as an esthetician, spa owner, manufacturer and consultant, and is the author of Success at Your Fingertips: How to Succeed in the Skin Care Business (Alluredbooks, 2005).