Whether you’re a stylist, suite renter, or salon owner, maximizing retail sales is key for a thriving business. Building a steady retail stream requires more than simply stocking products on a shelf—it involves creating a well-rounded customer experience that fosters loyalty, education, and custom recommendations.
Krista Depeyrot, co-owner of Salon Bisoux in Alexandria, VA, has been honing her retail strategy since opening her salon in 2013. With a focus on personalized service, team collaboration, and smart use of technology, Depeyrot has built a business where retail is not just a secondary revenue stream but a vital part of the overall client experience. Her strategic approach can serve as a model for any beauty professional looking to elevate their retail success.
1. Create a Welcoming Environment
Setting the tone for a positive encounter extends beyond a friendly greeting. Whether it's through soothing lighting, music, or décor, make sure your space encourages comfort and relaxation. Invite customers to peruse store displays after they’ve settled in. Spend time with them to introduce product offerings as clients are likelier to buy when they feel engaged and informed.
At Salon Bisoux, products are strategically placed to encourage interaction without feeling pushy. “Our backbar products are at arm’s length so we can show a guest the texture or smell of a product,” says Depeyrot. Retail products are displayed on open shelves, and a blow-dry area where clients can experiment with products during their service provides a natural, hands-on opportunity for clients to engage with the products in a way that feels casual and informative rather than forced.
2. Provide Personalized Consultations
Consultations are a golden opportunity to connect with your clients and recommend products tailored to their needs. Start by asking about their haircare goals, current routine, and any concerns they may have. For Depeyrot and her team, a consultation begins with understanding a client’s challenges. “What do they struggle with most with their hair? What is the client’s biggest complaint about their hair?” Depeyrot asks.
By addressing specific pain points, stylists can offer targeted, prescriptive product recommendations that align with a client’s hair type and lifestyle, showing them that you truly understand their needs while positioning you as a trusted advisor.
3. Integrate Education Into Your Services
Incorporating product education directly into your services can have a big impact on retail sales. At Salon Bisoux, the team integrates product education directly into the styling process. “We explain why we are using a product on our client, its benefits, and how it supports their hair health or style,” says Depeyrot.
This transparent approach helps clients understand the value of the products being used, making them more likely to purchase them for at-home use. By educating clients on how specific products contribute to their hair health and styling needs, the salon ensures clients feel confident in their purchases.
Image: Courtesy of Salon Bisoux
4. Enhance The Checkout Experience
Don’t let the retail experience end when your client’s service is finished. The checkout process is just as important for solidifying product sales and leaving a lasting impression. “We use a traveling ticket in our salon that has the stylist state specific product recommendations so the front desk knows what the stylist and/or colorist recommends for our client,” says Depeyrot. This streamlined process makes it easy for the front desk to suggest the right products at checkout and reminds the client of the value these products will add to their haircare routine.
5. Leverage Technology
One of the most effective ways to streamline and enhance your retail strategy is by taking advantage of technology. SalonInteractive, a robust eCommerce and marketing platform, makes recommending and selling products simple by using cutting-edge tech to provide customized solutions. The platform enables you to recommend products digitally during or after sessions based on clients’ past purchases, personal interests and by integrating with your salon's retail inventory.
And for suites or booth renters with a smaller salon footprint, SalonInteractive allows for an online store to enable you to offer clients a wide range of products without carrying inventory, worrying about shipping or without an outlay of cash.
6. Stay Consistent and Set Goals
Success doesn’t happen overnight. To see continuous improvement in your retail sales, it’s important to stay consistent and set achievable goals. Keep track of your retail-to-service ratio—aiming for around 20% of your total revenue to come from retail sales—and adjust your approach if needed.
The staff at Salon Bisoux are highly motivated by commission-based incentives. “Our team is rewarded with product sales on a 10-20% commission rate,” Depeyrot shares. Even their receptionists are incentivized to meet sales goals for both retail and appointment bookings. “Our front desk is rewarded by meeting their sales goals in both pre-booking our guests and in meeting retail sales,” Depeyrot adds. This collaborative approach keeps the whole team invested in achieving the salon’s retail goals.
7. Reward Your Loyal Clients
Cultivating customer loyalty is another cornerstone of long-term retail success. Offering incentives or awards to your most loyal customers is a reliable method to foster this loyalty. Rewards programs let your customers know that you value their ongoing support, whether it's by giving them a discount on their next in-store purchase or a free item after a predetermined number of visits.
Giving clients honest and constructive feedback to assist them in finding a solution for their hair problems is the aim. "We never sell to sell," says Depeyrot says. "We aim to satisfy our client’s desire to have the kind of hair they want. A purchase is always up to the clients. However, it is our responsibility to teach clients what we have in our arsenal to help them without the fear of wasting money on a product online or in a store that is not right for them or their hair.” This philosophy of education over pressure to buy builds a strong foundation of trust and loyalty, ensuring clients return time and again for both services and product purchases.
Looking for more salon business tips and pro advice? Learn more about maximizing your salon's retail potential here: Competing With Amazon: Lessons With Daniel Mason-Jones
Header image credit: Courtesy of Salon Bisoux
