Impulse Buys, Countertop Displays & POP Sales

Picture yourself in line at the grocery store, surrounded by magazines, candy, gum, drinks and a million other items. You didn’t come in to buy any of those products—but how often do you pick up a tin of mints anyway? Fairly often, if research is correct. In fact, it is estimated that 53 percent of in-store purchases are made on impulse. As a salon owner, you have the opportunity to capitalize on those impulse buys with your clients by incorporating point-of-purchase (POP) sales items and countertop displays in your retail efforts.

For a salon, quality POP merchandise can range from practical items—such as tanning lotion packets and eyewear—to fun products—such as makeup and accessories. When deciding what products are right for your salon, consider the following:

Consumer Group. One of the most important things to keep in mind is what products will appeal to your clients. Before deciding what products to carry, observe what kinds of merchandise your customer demographic is drawn to at the point-of-sale; then tailor your offerings to attend to their perceived needs. Hint: The consumer that is willing to spend money on obtaining and maintaining a tan is most likely concerned with how they look, and therefore willing to spend money on other products that will enhance their appearance.

Salon Ambiance. Beyond the practical items that will work well in any salon, additional merchandise should enhance and reflect the salon atmosphere. This will appeal to clients—they come to your salon for a reason—and stick out in their minds. So, if your salon has a young, edgy feel, capitalize on that fact by offering items such as funky jewelry and sunglasses. If your salon focuses on appearing spa-like, products such as candles and massage oils may be the way to go.

Price Point. The best impulse-purchase products are not extremely expensive. Instead, they are reasonably priced to inspire customers to add them to their original purchase—these last-minute buys are often based on the consumer’s perception that "it’s just a few more dollars" on top of what they already planned to spend. That same mindset does not carry over to pricey items.

Once you’ve decided what POP products you’d like to retail, you need to design an appropriate counter display. Overall, point-of-sale displays follow the same basic rules as larger displays. (For general display tips, check out the March 2008 issue of LOOKING FIT.)