A Salon Owner's Guide to Selling More Retail Products

Whether you focus on hair, nails or skin, you don't just want to transform your clients, you also want to transform the products lining your shelves into products in your clients' shopping bags.

Many salon owners view retail as a nice-to-have, but it's a significant opportunity to increase revenue, improve client satisfaction, and build lasting loyalty. If you want to unlock this potential, it’s time to move beyond simply stocking products and start strategically selling them. Here’s a guide to making that happen.

1. Educate, Don’t Just Sell

Your clients see you as the expert. They trust your opinion on everything from the right shade of blonde to the best way to maintain their tan. This trust is your most powerful retail asset. Use it to educate, not just to sell.

• Use Products During the Service: The best demonstration is the one happening right in front of them. As you work, talk about the products you are using. Explain how a particular serum is protecting their hair colour from heat damage, or how the cuticle oil you're applying will prolong the life of their manicure.
  

• Explain the 'Why' Behind the Product: Don't just state that a product is good; explain why it's the right choice for them. Instead of saying, "This is a great styling cream," try, "Since you mentioned you struggle with frizz in humid weather, this smoothing cream will be fantastic for you. It seals the hair cuticle without making it feel heavy."
  

• Position Products as Problem-Solvers: Listen carefully during your consultation. When a client mentions a concern—whether it's dry skin, brittle nails, or fading hair colour—you have an opportunity. Frame your product recommendations as the perfect solution to their specific challenge.

2. Create an Irresistible Retail Environment

Your retail display should not be an afterthought tucked away in a dusty corner. It should be an inviting and engaging part of your salon's atmosphere.

• Visibility is Key: Place your retail section in a high-traffic area, such as near the reception desk where clients wait and settle their bills. Ensure it is well-lit, organised, and immaculately clean.
  

• Encourage Touch and Trial: People are more likely to buy something they have physically experienced. Offer "try me" testers for lotions, serums, and sprays. A product that smells divine or has a luxurious texture can often sell itself.
  

• Bundle and Create Value: Group related products into attractive packages. For example, create a "Perfect Tan Prep Kit" with an exfoliator and moisturiser, or a "Winter Hair Repair" bundle with a deep-conditioning mask and a hydrating oil. Bundles increase the perceived value and can lead to higher average sales.

3. Make Loyalty a Tangible Reward

Your loyalty programme is one of the most effective tools you have for driving retail sales. By integrating product purchases into your reward system, you create a powerful new incentive for clients to shop with you.

This is where a simple, unified platform like meed can revolutionise your approach. Your clients are already earning stamps for their regular appointments. Why not extend this to retail? Offer a stamp for every product they purchase. It’s a direct and immediate reward for their spending.

Even better, allow clients to redeem their accumulated loyalty rewards for retail products. When a client realises they can get that premium hair treatment or bottle of nail polish they’ve been admiring simply by using the stamps they’ve already earned, the barrier to trial is removed. With meed, they can track all their stamps and rewards in one easy-to-use digital wallet on their phone, making the entire process seamless. It’s the perfect way to turn loyalty for your services into an exploration of your product offerings.

4. Incentivise and Empower Your Team

Your stylists and technicians are your front-line sales team. For them to be effective, they need to be both motivated and knowledgeable.

• Product Knowledge is Power: Ensure your team is thoroughly trained on every product you stock. They should be able to confidently explain the key ingredients, benefits, and application techniques for everything on your shelves.
  

• Set Clear and Achievable Goals: Introduce friendly competition with team or individual retail targets. Offer commissions, bonuses, or other perks—like free products or advanced training—for reaching these goals.
  

• Foster Authentic Advocacy: Recommendations are most potent when they are genuine. Provide your staff with products to use at home. When they can say, "I use this myself and I love what it does for my hair," the recommendation becomes authentic and far more compelling.
  

Selling More Retail Products for Salons

Ultimately, selling more retail for salons is not about adopting aggressive sales tactics. It’s about extending the expert care and personalised service you already provide. By educating your clients, creating an appealing shopping experience, and cleverly integrating retail into your loyalty programme, you can transform your shelves from static displays into a dynamic and profitable part of your salon business.