Depending on the type of spa or salon, retail should account for 30 to 50% of your net profit. According to a recent spa study:
- If a client buys 2 retail products, there’s a 60% chance they will revisit.
- If a client buys 1 retail product, there’s a 30% chance they will revisit.
- If a client buys 0 retail products, there’s a 10% chance they will revisit.
REVENUE! When stylists, estheticians or other service professionals sell retail products it literally helps pay the light bill, rent, insurance, supplies, stylists, etc.
But there is another very important reason. REPUTATION! When a client walks out with product it increases their loyalty to the salon through a perceived professionalism.
Which leads to CLIENT RETENTION! Every product sold to a client increases the likelihood they will return by 30% which makes a sustainable salon.
Let’s say that in a particular salon the stylists didn’t sell product, the receptionist did it. The salon would not be perceived by the client the same way. YOU are the one servicing the client and recommending retail for their specific concerns. It is part of the service that makes you stand out as a professional.
And selling retail in the salon will go a long way in building a very loyal client base for one great reason. Product makes you look like a genius! When you are the one that sold it to them and showed them how to use it then YOU become the genius, not the manufacturer.