Showing Salons How To Successfully Retail Their Way Through The Recession
I've been doing some research about salon marketing & how retailing product can add revenue to their bottom line. There are a lot of sources out there but most are management software or company's that sell the salon owner info on updating their advertising methods. The most interesting information I read was about how increasing retail in a salon is a widely untapped source of income in the majority of salons across the US. How can that be? Does that product really just sit on the shelf to collect dust? Shame on them!
I own a traditional business, a repair shop, but it is a service business, like salons, that has only a few products to retail on a shelf but I totally understand why we put it there--to make additional profit. Salons are a very intimate business because stylists learn about their client's most personal needs for color, waxing & skincare treatments. They USE products on their clients but I'm discovering that many don't offer the product they used for sale to the customer, I know that some are for professional use only but they still could have at-home items to offer. It is a business, no one is doing their services for free & by just recommending ONE item to a client they could boost the income of salon or beauty professional significantly if it's repeated to everyone they see.
The NCA, National Cosmetology Association, has issued a challenge for the beauty industry to bail itself out during the recession! That organization is conducting a grassroots initiative to 50,000 salons in the US to increase their retail sales by $50 a day, that's only 3 items in today's market. It's really not a lot & that wouldn't burden the client because they get to use the same product recommended by their trusted beauty pro at home. That $50 a day per salon translates to $12,500 annually. Wouldn't that make all the difference to a salon owner? They also upped the ante to make it $50 in sales per stylist which is $150 an average or $37,500 in additional income per salon. That amount would add up to $1.8 Billion in sales industry-wide. I can't wait to take in some of their presentations at next month's IBSnewyork event!
Here's a quote directly from the NCA: "It's time for salons to move beyond the issue of diversion & focus on the power of retail to transform salons by creating wealth & opportunity, for increased education, staff retention, client loyalty & personal gain". And that statement alone is exactly what incorporating the Motives retailing system in a salon is all about!!! When a salon owner commits to partnering with us they are bringing high quality product into their salon that will never be found on the store shelves at CVS or Sephora! I can't believe how many big name beauty brands are undercutting the salon when they supposedly are professional only, even if they are slightly diluted, if a customer sees a salon brand they like they'll get it & will look to save a few bucks at a store.
The only way that our private label products are sold is through an approved distributor, end of story! Most of our brands are available online but it's still exclusively through a business owner's site & corporate does not accept any orders or stock shelves at any retailer. The beauty items are based on personal recommendations & customized so they must be created on the spot, especially the custom blend liquid foundation & customizable mineral powders. Besides makeup, we can stock an entire spa or salon with hair care products and several lines of botanical & anti-aging skincare collections. There's so much potential to generate cashflow by utilizing our proven system for salon success.
The Motives retailing system is the ultimate solution for today's innovative salon owner or beauty professional looking to boost their income. I am promoting it directly to them & will let them decide for themselves if they see the leverage that is created with our brands & business system. Just wait until they discover how much potential revenue they can add to their salon with our competitively priced high quality product in addition to seeing how they can solidify their retirement with the backend compensation plan for all of the volume of product that is sold on top of the retail profits!! There's a much bigger picture behind the economy of the future in beauty with Motives around.
In the meantime, I am learning more about the demands of being in the beauty industry & going to a specialized training this weekend where I will hear some local salon testimonials. I think I missed my calling to be a cosmetologist, I was in the Commercial Art program while one of my best friends was doing the "Beauty Culture" vocation training. Maybe that's why I love being a certified Motives makeup artist, it's a perfect combination of both beauty & art together!!
Posted by Lisa Moffa at 3/19/2009 5:09 PM 
Categories: UnFranchise Business Development , Motives Cosmetics and Skin Care, One to One Marketing
Tags: Salon Retailing Cosmetology Spa Services Skincare Stylist Beauty Professionals Motives Cosmetics Salon Marketing Makeup
Categories: UnFranchise Business Development , Motives Cosmetics and Skin Care, One to One Marketing
Tags: Salon Retailing Cosmetology Spa Services Skincare Stylist Beauty Professionals Motives Cosmetics Salon Marketing Makeup
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