OCT 2013

DAYSPA is the business resource for spa & wellness professionals! Each issue covers the latest in skin care, spa treatments, wellness services and management strategies.

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PROFIT CENTER salon will purchase items that are recommended to them by their esthetician or stylist. They also buy products that they are already using. I don't feel shelf talkers are necessary when people are shopping this way. With each collection, I would recommend a product focus of the month, or week, depending on foot traffic. This is a great way to introduce new products to your clients and you can display the product one-sheet that most vendors provide in a frame next to the new item." What's the most effective way to stock shelves? Bondi says that you can show clients that you support the products used KNOW YOUR INSURANCE RISK BY SASSIª Get to know SASSI Need to Know #1 Accidental injuries can lead to claims Don't let your business get burned by client injuries caused by waxing, hair coloring, or straightening services. To defend claims of injuries and to safeguard your business' reputation, you need SASSI™, the leading insurer of Salons & Spas. 888-823-9380 • Use FreeInfo #43 92 DAYSPA | OCTOBER 2013 in your spa by having lots of them. "Certain products used in popular treatments, as well as ones that sell well, should be well stocked, with a minimum of four to six units," he says. "If you have too few of an item in stock, the consumer may think the item has been discontinued or that the spa doesn't truly support that line. When you are low and sold out on product, you risk losing a sale." "Try to keep at least three, if not more, of each product on the shelves," Smith says, but adds that a strategy is key to avoiding clutter. "I keep product lines grouped together; I keep seasonal items, such as tanning lotions and bronzers, together; and I have a separate area for my makeup display. Also, I've found that products displayed on bottom shelves don't do well, so I display sample gift bags or baskets on those shelves." Smith displays her seasonal items at her spa's reception desk to grab the attention of clients checking in or out. "Last summer I did a grouping of foot products—spray, foot butter, cute nail polish, buffer, for example," she says. Kaspian uses her front desk similarly. "It trains clientele so they always know where to look for those specials," she says. And what do you do if items start collecting dust? "Take products that aren't moving and put them on special to move them out," urges Smith. As for the locked glass case, most agree that it discourages sales. "The only thing locked in a case at our spa in the makeup inventory, because of a space issue," says Smith. "People enjoy touching and picking up products. I teach my clients how to read ingredient labels so they feel empowered when they are making a purchase, whether it's from my spa or somewhere else." Liz Barrett is an Oxford, Mississippibased writer and editor.

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