Creating Retail Displays

Here’s the deal: You may carry the best lotions in the world, but people aren’t going to buy them if they are hidden away in some dusty corner of the salon. In order to truly capitalize on the added income of retail products, you have to be savvy in the way you present them.

A great display will draw a customer’s eye the second they step foot in the door. The key to an eye-catching display is creating a focal point—without one, the display can seem overwhelming or boring. Generally, the focal point should be at eye level. Many window and table displays are too low, and customers walk right by because it is too much trouble for them to get a good look.

It is also important to use line and shape when designing your display, because disorganization or clutter instantly will discourage customers from taking another look. Think about whether you want to arrange your products horizontally, vertically or in some other pattern before actually creating the display, and visualize what would appeal to you as a consumer. Pay attention to balance—dark colors and large sizes tend to appear “heavy” which means they should be placed lower than lighter colors and smaller sizes.

Once you have the basic idea, consider whether you want to create a mass-merchandise display or a feature display. Mass-merchandising displays bring the buyer into a specific area of the salon and utilize several shelves for a large number of products. This technique generally is most effective when products are organized by type—moisturizers with moisturizers, intensifiers with intensifiers, etc. Feature displays, on the other hand, center around a product category or theme, such as holiday gifts (or perhaps something for upcoming spring break or wedding season?).

Don’t forget about the peripherals that affect your display. Lighting and color are important factors in any display because they create a “mood” for customers. Touch and scent also are very important to perception, especially in regard to lotions. Customers will want to see how the lotions feel and smell before committing to a purchase, so provide them with the option to do so. Trust us, this only will enhance their willingness to buy a bottle. Of course, if you have a few high-priced items that you do not want handled, try placing them behind the reception desk. They can still be seen, but are in an area that isn’t accessible without talking to the employee behind the desk.

The next step is thinking about the best location for your display. Generally, a good rule of thumb is within the first 10 feet—or the first 10 percent of the salon if space is limited—because customers are more likely to purchase a product from this area than any other. If neither of those options works, an eye-level display near the reception desk is your next best bet, as customers will pass this area multiple times each visit. The third best place is on the reception desk or counter, but the area must be spacious enough to accommodate the display.

Ultimately, your goal is to create a product arrangement that is visually interesting, accessible in a high-traffic area and well-organized. This makes it easy for customers to find what they are looking for ...and maybe pick up a few other things they weren’t looking for as well.