Using the latest industry research I have produced a short guide on how to maximise your sales and your profits!

A guide to maximising sales

Despite all the doom and gloom of the economic slowdown, the beauty industry is forecasted to be the fastest growing retail sector this year (UK Health and Beauty, Marketing Week, 23rd May, 2008). In response to customers feeling the pinch there a few things you can still do in order maintain stable weekly incomes and ensure the growth of your profits.

Bestselling products

In a recent survey of over 30,000 consumers, market researchers Mintel (www.mintel.co.uk, February 2008) found that: -

Of those who purchased their hair products from a salon, more than two thirds purchase either shampoo, conditioner, or styling products, indicating that those who purchase at a salon buy more than one product. Those purchasing skincare products at a salon also purchase more than one item—basics such as moisturizers and cleansers top the list.

The Importance of Professional Recommendation

Over half of respondents who purchase products from a salon do so on the recommendation of a stylist, while nearly half perceive salon products as being of higher quality. Contrary to popular belief, recommendations from friends were the least important reasons for purchasing salon products with only one in five indicating that either of these influenced their purchase.

Sell, sell, sell

These findings indicate that huge up-selling potential lie in both skincare and haircare, and that stylist or beautician recommendation are crucial to both. On the basis on these findings, industry experts recommend you implement the following: -

• In order to grow sales of skincare spas/salons need to get more consumers in for skincare services due to the high reliance on professional recommendation driving product purchases. Promotional activity to increase awareness of affordability of facials, for example, could lead additional consumers to try such services leading to future sales of skincare products.

• Loyalty programs could increase returning clients and use of promotions such as buy one item, get 10% off second item or packaging as kits in smaller sizes could increase first time purchases.

Studio Tracker is a salon management software package which allows you to store, track and communicate with customers in one easy-to-use integrated system. It can show you the purchase history of your clients, allowing you to up-sell and cross-sell more easily. It also allows you to track stock levels more effectively, enabling you to re-stock your bestselling products more quickly and preventing lost sales. Existing campaign templates are built into the system, which allow you to send out personalised messages, such as promotional offers, to customers at the click of a mouse. Studio Tracker prices start from just £9 a week. Check out www.studiotracker.co.uk for your free 30 day trial or contact lauren.mather@studiotracker.co.uk for more info.



By Lauren Mather, Business to Business Marketing Consultant, MA BSc (Hons)