Mix It All Up
I’m championing a new way of retailing!
Don’t get me wrong; I’m a big fan of brands being displayed properly and in the right logical structure. I’m also a fan of the more conventional way of merchandising products in the correct way, especially maximising the effectiveness of the eye line buy line principal, however there is room for a new approach that mirrors peoples shopping patterns more realistically.
CHECK YOUR BATHROOM CABINET!
Chances are it is stuffed to the gunnels with different product ranges, from different brands that do different things. There will be collections of bargain priced products, mid level and a few high-end brands. Most of us impulse purchase every now and again and this is why our bathroom shelves don’t look like a planogram of linked products from one brand.
Why is it then that in our salons we absolutely insist on creating structured ‘displays’ that are brand specific? It’s okay to do that, of course it is, that’s what suppliers want you to do and it does have benefits when talking product to clients, but it just isn’t what they do when they shop themselves, even though most of their product selections are marketed that way.
Here’s what I think we need to do! Use your product planograms to build retail areas that are logical, appealing and structured and then throw caution to the wind and have an area dedicated to being mixed up!
Mixed up does not mean messy, it means taking products from different brands with different price structures and creating a shopping section dedicated to the real world your clients exist in, a mixed up one.
It takes some courage to do it and it doesn’t look as aesthetically pleasing as a normal retail stand but what it does do is mirror (and we know how important mirroring is) your client’s lifestyle.
Supermarkets and large chemists are beginning to embrace this change, online shops run with it already (always ahead of the game) and now it’s the turn of salons to do it!
HOW DO YOU IMPLEMENT IT?
It’s your call, you can create a bespoke mix of products that all relate to each other, from shampoo to finishing product but from different brands and price structures, or you can dedicate an area of you retail stand to shampoo’s that all do the same job but from different ranges and with different price points. You can use the rule of 8: Your client uses at least 8 products and pieces of equipment on their hair, why not create a retail rule of 8 element on your salon product shelves that are generic, like the ‘essentials’ so many retailers now share with their customers.
Data suggest that clients who buy ‘entry level’ goods are more than happy to mix and match, it’s the same for mid priced brands, it only differs when high level, designer brands are bought into, then the lifestyle element dictates that all the products a client purchases will be from the same family. Don’t forget though designer brands have families of products that link in their portfolio.
Take the challenge, dedicate some space in your salon to a mixed up collection of products. Give it time and watch what your clients do. My bet is that they will feel more comfortable browsing, picking up and testing collections that are at odds with the streamlined sophisticated planogrammed displays we are so used to creating in our salons environments.
GO ON, GIVE IT A GO!