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.
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