Visual marketing is essential in salon ownership. We are in the ultimate visual industry after all. First impressions are made by clients within the first 10 seconds – and research shows that bad impressions tend to have a more vivid effect. Of course you want your finished products – your clients – to always look amazing but you should also consider the way you visually market your retail items for optimal sales. Shelf talkers are also good ways to leave a positive impression on clients when it comes to your retail items.
In business terms, a “shelf talker” is a small card that is located near a retail product, describing the product and its attributes. Salons usually offer a wide variety of products for sale for their customers. These can include specialty shampoos and conditioners, styling products, hair brushes, styling tools, nail polishes, and more. This could prove a bit overwhelming for customers if they just walk up to a display with no guidance. This is where your shelf talkers come in.
In general, retail items are considered non-necessities to your clients who view the actual haircut, color or other salon service as the reason they visit your business. To encourage sales of retail products, display shelf talkers smartly and make sure that:
- The information is clear and concise. If you have too much information on a shelf talker, a client will become overwhelmed and decide not to read it at all.
- The font is easy to read. Make it really, really easy to read your shelf talker and also highlight priority things in darker, larger fonts.
- Light retail areas and information well – consumers tend to avoid shadowy, or darker, areas of an establishment.
- Avoid terms of sale. Shelf talkers should be fun and reader-friendly, not bog clients down with legal jargon.
- You allow enough space between shelving and products for people to browse. If a customer is constantly bumping into the products or shelf talkers behind her, she will become uncomfortable and disinterested.
- You use shelf talkers to complement. You do not want to overcrowd your retail shelves, but you also do not want there to be large gaps with no products or supporting materials.
- Consider QR codes only if you have a complete mobile strategy behind it. Sending a potential buyer on an escapade that will only confuse and irritate them like a website with tiny font will only make them abandon the process.
- Use shelf talkers to draw people in. Use imagery and bold print that will get clients to walk up to the shelf. For example, a big bold “FOR DRY HAIR” at the top will bring people with dry hair up to the shelf for more information.
Shelf talkers are a great way to add dimension to your retail offerings and make the overall aesthetic nicer.
Shelf talkers can be a great addition to your salon’s retail products. If you don’t already have them, consider adding shelf talkers to help your customers find exactly what they need, and encourage retail sales on top of the services you offer.
Author Bio: Valorie Reavis
Social Marketer, foodie, closet geekA marketing professional who has focused primarily on the hair and beauty business for of the past decade, Valorie now runs linkup marketing, a digital marketing agency for the hair and beauty professional. Valorie works to engage clients in the marketing process and help them successfully engage with their clients and community. Energetic and passionate about the industry, Valorie focuses on blending traditional and digital media in order to bring salons closer to their clients.
