While retail is an important component of every salon's revenue stream, many business owners rely on old methods of selling instead of embracing new ideas for displaying products. "The bottle shouldn't just sit on the shelf anymore," says Anton Kobrinetz, art director for Gamma & Bross. "Where there are services, there are products, so the retail area no longer has boundaries." Kobrinetz offers ideas on ways to integrate retail throughout the salon to maximize sales potential.
DESIGN TO SELL. "Manufacturers are being asked to create sensorial furniture systems that compress all the elements of a full-service salon into a modular system that can fit any space," Kobrinetz says. "The architecture integrates products and services and is used as a communication tool for the client, stylist and product."
CREATE AN EXCLUSIVE PARTNERSHIP. "Communicate the salon's image with a strong brand," Kobrinetz says. "Make sure the product line is complete and integrates well with the type of services you offer and the target market of your clientele."
INTRODUCE THE PRODUCT THROUGHOUT THE SALON. Place displays at the workstations, the backbar, and at points of treatment and processing, as well as in reception and waiting areas.
GO HIGH-TECH. "A dynamic mixed media loop including fashion and lifestyle trends, as well as brand projection, always creates more interest," Kobrinetz says. For more information, visit gammabross.com. —L.M.