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Successful Retail

June 22, 2012

The Point of Purchase Advertising Institute indicates that nothing influences the consumer’s purchase decisions more than advertising used where the sale is actually made: the point of purchase. Up to 70% of purchase decisions are made right in front of the product assortment. Retail is your most profitable revenue center. Ensure it’s always attractive and inviting. It is important that your retail area lighting is 35 to 50% brighter than the rest of your salon. Retail consumer behavior has shown that illuminated shelves (from top or side) convert twice the amount of browsers into consumers!

Be sure to place your best-selling items at eye-level and the slowest movers on the shelf just below to generate carry-over interest to the next shelf. Finally, stack items at least four deep and consider placing a mirror behind them for extra impact. Remember, empty shelves send a negative message about your commitment to a product.

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