Pulse August 2019 | Page 53

sense to put a two-dollar impulse-buy throughout the store and to buy $200 sale. They do this by engaging next to the cash register when you another twelve-dozen plumpers. The the customer to find out what she may have the option of displaying a product took off, and that one SKU needs, likes and wants. $20 impulse item instead. The goal is became the spa’s best-selling product to raise the Average Order Value that year. Those opportunities exist (AOV) of every transaction. Use this every day. space to test out the selling potential For fragrance, skin care and The Secret of Incredible Retail Growth of trendy products, then broaden cosmetics, nothing sells those I have seen full-service spas take their their footprint within your space if products like demonstration sales. retail sales from $10,000 a month to they are successful. Assign one of your employees with over $100,000 a month in just a few the responsibility of selling these years by deploying the strategies when “lip plumpers” were the hottest products, and provide them with the above. By far the biggest contributor thing in beauty. A savvy retailer training, education and product to growth like this is having spa staff would create a Point of Presence knowledge they need to excel. This assigned specifically to retail sales. (POP) display with a dozen plumpers person should be willing and able to Remember to inspect what your for sale. John Lesniak shared a story perform a beauty service on any customer expects. Model your retail with me about a client he advised to customer; if make-up is involved, they space on other successful retailers. do exactly what I am suggesting. The need to be comfortable creating a Set goals for your sales team and client placed twelve plumpers by the look for customers. have monthly reviews to measure For example, there was a time cash register and promptly sold out in The power of a good demon- their efforts and coach them when one weekend. He called John to ask stration is incredible. Over and over necessary. If you are open to growing, what to do next. John advised to put again, I’ve seen a beauty consultant learning and challenging the way you the exact same display on the end sit a customer in a chair for a demo think about merchandising, every- caps of four different aisles and turn what was a $20 sale into a thing is possible in retail. n a closeup of a shelf at a blue mercury location in Princeton, new Jersey. aUgUSt ■ PULSE 2019 51