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The Ideal Product Assortment, Part II
By: Maritza Rodriguez and Dawn MacLellan
Posted: September 28, 2012, from the October 2012 issue of Skin Inc. magazine.
It’s imperative to offer a wide range of enticing and attractive items in your retail area. In Part I of this column, which appeared in the September issue of Skin Inc. magazine, useful strategies were offered for selecting product assortments. Following are answers to commonly asked questions about how to identify the best strategies for your skin care facility’s retail offerings.
What types of retail items should my facility offer? Sell the products that your spa uses. This may include hair, skin, nail and body care products. A variety of other retail items may include music, teas, robes and candles. An ideal body care product mix should include bathing products, such as shower gels, exfoliators, loofahs, moisturizers, massage products and fizz balls.
What types of seasonal items should I offer? Seasonal items may include gift sets during major holidays, but they should also correspond with the season. For example, hats, body products, sandals and sunscreen during spring and summer months are musts. Candles offering refreshing scents are also enticing additions. Winter-style hats, hydrating skin care products, holiday gift sets and candles with warmer notes are appropriate for fall and winter.
Should I offer products for children and teens? Absolutely; children and teens can be quite convincing and are highly influential when it comes to their parents’ purchasing decisions. Bath products, jewelry, sandals, skin care products and nail care specifically made for children are great profit-generators. Even if you don’t have a large client base of children or teens, most of your clients have a child, grandchild, niece or nephew who would enjoy a unique gift or results-driven skin care.
Should my brands of choice offer merchandising support? It’s important to carry brands that help you merchandise your retail space. Ideally, brands should offer merchandising tools, display tips and ideas, as well as suggested schematics. A supplier representative can offer expertise to ensure that your seasonal displays and key marketing tools purposely entice spending.