“Try before you buy!” is one of the oldest gimmicks around. And it applies to everything from cars down to beauty products. The reason it sticks around? Because it works. It gets the product into client hands, and it builds customer loyalty because everyone loves a freebie. Here are three ways you can encourage sampling in the salon to grow your retail!
Pair Up Your Packets
Packettes, sachets, sample packs, foilpacks. Whatever you call them, you should be using them. You may have heard before that you can give your clients a sample packet, and if they try it and bring it back, they get a discount off of full-size item. It’s a great idea, but there’s just one issue: No one wants to carry around a used packet in their bag.
Instead, send them home with the packet and a coupon. Have them bring the coupon back instead of the packet. Your clients are more likely to come for the full-size item if they don’t have to deal with something leaking all over their wallet!
No Packets? No Problem
Another great sampling option is portion cups, especially when packets aren’t available. You can refill them from the backbar products, and clients are less likely to just toss it into their bag. Be sure to label them with a permanent marker so your client doesn’t forget what they’re trying. And just like with the packets, send a coupon along with the portion cup.
Custom Salon Samples
I get so excited to get free samples of lipstick. But then when I open them, nine times out ten, the color is not something I would wear. Sampling doesn’t do you any good if it doesn’t relate to your client. You’re already personalizing the service to the hair, so make sure the sample is customized as well!
First, tell them what products you’re using at the backbar as you’re using it. More importantly, mention why you’re using it! If you’re taking them blonde, say something like “I’m using a purple shampoo to even out the brassy tones and keep you blonder longer.” Plus, you know your clients are wondering what magic you’re working on their hair. This gives them a look behind the curtain!
Then, as you’re ending the appointment, be sure to hand them the packet or portion cup and mention something like, “Remember how I said this will help keep the blonde in? Here’s some for you to try at home. Let me know next time in if you like it!” At their next appointment, you ask your client if they liked the sample. It gently reminds them if they forgot about it.
Sampling products from your salon is an investment in your retail business. But sampling should be tailored to your client, so it can build loyalty and salon revenue. Talk to your Salon Consultant for more ideas and marketing materials to get started sampling in your salon today.