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  • Holiday Retail Strategies to Boost Your Bottom Line, With the Numbers to Prove It!

    Dermalogica Skin Therapist Retail Products

    As the holiday season approaches it is an exciting time as spa and salon owners know they will see a peak in retail, service and gift cards sales. It is also the time of year where there is an overwhelming amount of competition, with many customers simply looking for the best deals.

    The latest retail holiday sales forecast is projecting as much as $965 billion in sales between November and January, a 4% increase over last year’s shopping season, pointing to a successful holiday season ahead [1]. Keeping in mind the importance of exceptional customer service, lock in those holiday sales and keep your clients returning to you with the following tips.

    • This is the time of year it’s best to offer a promotion such as gifts with purchases. For example, try offering a gift of the customer’s choice with any gift card purchase of a certain amount. Customers will be more willing to buy if there is an incentive for them in return. Fifty percent of consumers indicated that they plan on buying gifts for themselves while shopping for others this holiday season [2].

    • Train your staff to ask every client if they need any gift cards or retail purchases that might be suitable for their friends and family. Remember that every gift card sold is a potential new client. This is the time to lock in new clients as 46% plan to give gift cards this season and a whopping 58% of recipients plan to redeem gift cards within a month of receiving the gift [2].

    • Offer complimentary gift wrapping during the holidays and display examples of gift wrapping options, including gift cards. Custom gift baskets are another great option for clients by allowing them to customize a gift for minimal or no extra cost. Offering unique and custom gift options will help separate you from the competition. Customers look for special gifts with 42% planning to shop at local independent stores rather than malls [2]. The holidays can be stressful and little perks can make all the difference in a sale!

    Merchandise to encourage upselling opportunities while keeping displays clean and cohesive; focusing on what will help entice and intrigue the customer rather than an abundance holiday decor. Stock up on holiday kits and take advantage of deals vendors are offering. Promote seasonal kits and specials on a focal table that can’t be missed and keep small items near your cash wrap as “impulse buys”, which can make great stocking stuffers. Make sure to also offer a selection of service packages such as a bundled package in which clients can receive larger discounts the more services they purchase.

    Host a holiday themed event with special perks for your customers. This is a great time of year to partner with other local businesses and attract new clients! Offer a discount or credit towards products or services with the purchase of a gift card or holiday set. Each business can offer a bounce back to each other and by joining forces can reach more customers through social media outlets. Consumers are open to change, often looking for new stores and brands to make holiday their purchases, with 41% making purchases from a new retailer in 2014 [3].

    Remember that the holiday season can also help set you up for success in the New Year by taking advantage of the increased traffic. Don’t forget to capture all client information during this time of year, especially emails, getting permission to send your clients special offers and updates!

  • Spring Promotions for your Business

    Spring, a season of renewal and beauty, is the perfect time to revitalize your treatment center with revenue boosting promotions for clients, both new and old. There are so many people who have yet to receive a professional skin or body treatment, so it’s imperative to continuously provide updated and fresh, seasonal promotions to draw new business to your door!

    A great way to plan a spring promotion is to start small. Weekly, mini events for a smaller group are a great way to celebrate the season without interfering with business as usual. The business owner or manager can run the event, or each skin therapist could host her or his own mini event. One idea I love is to host a mother-daughter tea party, in which a small group of mothers and daughters come in on a Saturday or Sunday afternoon and receive customized skin care lessons. Offer a discount on products purchased at the end of the event, and include a gift bag with samples and a coupon to encourage their return. Always offer a discount for rebooking a future service on the spot; this is a great way to ensure they will be back! Mini events can be promoted in-store or by sending out an e-mail or postcard to your customer database. To save money on postage, send out a mailer to your top clients only and offer them a “Refer a Friend” discount if they send a friend in to the event.

    Another idea is to partner with a local gym or yoga studio and plan a “Beauty Bootcamp,” offering guests your selection of complimentary mini services while a nutritionist or instructor from a gym can offer to get clients summer ready. Partnering with a gym or yoga studio is also a great way to meet new clients and cross promote throughout the year. Bounce backs for each other business’ are a great way to do this; for example, with every skin treatment your clients receive, they’ll get a bounce back for a discount on a yoga class, while the yoga studio can do the same for you. When looking to cross promote, look for businesses that share common ground with you.

    Spring is also a great time to introduce a new series or package to lock clients in for the season and keep them coming back all year long! Your clients are recovering from the winter blues and are usually inspired to start some new healthy routines! Make sure to provide a selection of packages that will appeal to a variety of different clients, such as a bundled package in which clients receive larger discounts the more they purchase. If you are trying to introduce a new service or add-on, this is a great time to add it in!

    Another offer I love is a gift with purchase and new product samples! Clients always love a gift when they make a purchase, even if it is small. Offer tiers of gifts depending on how much they spend, such as a new eye cream or complimentary service such as a brow wax. If you are offering a gift with a purchase, make sure to advertise it on a sandwich board outside or on a window sign if you can. This will help draw in new business, and if your clients know they can usually get a small gift or sample with a purchase, they’re more likely to remain loyal to you.

    April is also the perfect month to plan spring celebration events such as a “Spring Fling” or a “Beauty Brunch,” with customers already in the mood surrounding holiday celebrations. Reaching out to local women’s groups, Girl Scout troops or schools is a great way to network. Additionally, May is a great time to start planning some events surrounding Mother’s Day and other focuses later in the season, which could include some bridal, graduation, and/or prom-themed series or events. Partnering with a flower shop is a good idea for May as well.

    And speaking of flowers, it’s always great to keep fresh cut flowers in your business to create a warm and inviting environment. A small bouquet near your cash wrap is all you need but it helps create a sense of renewal and beauty, and I believe it helps increase sales. As one of my skin therapists said recently, “How can anyone be in a bad mood when there are daffodils in bloom all around?” And when clients are in a good mood, they are more likely to book their next service and purchase that new eye cream. It’s the little things that can make a big difference!

    Happy spring selling!