If you’re a salon or spa owner, you know that selling products is a big part of your business.
But what if you want to reach more customers? Selling products in your online shop is the perfect solution.
In this post, I’ll explain how to establish an effective e-commerce solution to sell your salon or spa retail online.
Maximize Your Salon Retail Potential
One of the biggest unsolved challenges in modern salons is retail. Despite decades of training by brands and industry mentors, media articles, and industry organizations’ resources to address this issue, retailing professional salon products to clients remains an area of significant untapped potential.
But, according to a 2024 beauty industry trends report, salons are diversifying their businesses by incorporating multiple revenue streams, with retail being the most significant. Over half of customers (63%) reported purchasing a retail item from a beauty business in the past year (Source).
Some countries are better than others in this respect. Indeed, individual salons, barbers, and spas will be better than others, but on average, the percentage of income achieved from selling products directly to clients remains staggeringly low.
In the more sales-orientated USA, retail may account for as much as 30%-70% of turnover; in the UK, it’s typically as low as 3%-10%.
However, following a service or treatment, there’s a reluctance to sell the same products that have made their client look and feel sensational in the first place.
The reality is that most hairdressers, beauticians, and therapists feel uncomfortable ‘selling.’
And no amount of product prescription pads, convincing salons to see themselves as consultants, commission incentives, or positioning selling as an extension of their professional expertise has yielded much in the way of change.
When it comes to online sales, the picture is similar. Compared to other retail sectors, the salon industry is behind the curve, with many salons still lacking a website, let alone an online store.
During the pandemic, which saw salon businesses close indefinitely, those that offered clients a way of buying products online for home delivery or even via a collection service could at least generate some much-needed income. Those that didn’t, and still don’t, are at a competitive disadvantage.
So how can we fix this problem? How can salons change the situation for the long term, and how can clients buy online from salons just as they do from other retailers?
What do you need to Start Selling Online?
Many salon software platforms have online store capabilities built directly into the platform. The benefit of using your salon software’s store is keeping inventory in sync between the physical location and your online store.
However, the drawback is that the features available in these built-in online stores are limited. This might be okay for selling some gift cards or a few items. But if you want to build an online store that you can grow over time, I recommend using a dedicated online store platform and then setting up inventory synchronization between your salon software and your online store.
The platform I recommend you use for building your online store is Shopify. This is the easiest yet most powerful solution for business owners like you. Many big brands started on Shopify and run large successful online businesses today.
Shopify also offers integration support. In fact, you can integrate Shopify directly with Mangomint – the best salon software right now.
Mangomint’s Shopify integration allows you to keep your inventory up to date between your online and physical location.
I just created a list of the best salon websites in 2023. And as part of that list, you’ll also see examples of salons and spas that are built on top of Shopify while using Mangomint for online booking and gift card sales.
It’s Time to Tell Your Salon Clients About Your New E-commerce Store
Once your store is set up and ready to go, it’s time to let your clients know.
Email and social media marketing will likely be you focus in the beginning. And as you start to learn how the store works and what sells, you’ll likely want to move to paid marketing alternatives.
Read my salon marketing guide to learn more about email and social media marketing.
I recommend you watch my video with Tomas from Samotsoh, who shares valuable insights into how his salon approaches retail sales. (Below, I’ll explain how these tips can also be used online.)
How to Apply These Insights Online
While Tomas’s comments focused on in-salon consultations, the principles he shared can also be applied to online retail. Here are some ideas:
Use product descriptions to solve problems: Instead of just listing product features, use product descriptions to explain how the product can solve common hair or beauty problems. For example, a product description could say, “This lightweight serum helps tame frizz and add shine to dry hair,” rather than just listing the ingredients.
Offer personalized product recommendations: Consider adding a quiz or consultation feature to your online store that asks clients about their hair type, concerns, and goals. Based on their responses, you can provide personalized product recommendations. This can help recreate the consultative experience of an in-salon consultation.
Provide educational content: Create blog posts, videos, or social media content that educates clients on how to use products and achieve certain looks at home. This can help establish your salon as an authority and build client trust. It can also help them see the value of the products you offer.
Focus on honesty and transparency: Be truthful and transparent in all your marketing and sales efforts. Clearly explain what each product does and who it’s best for. Be upfront if a product has any drawbacks or isn’t suitable for certain hair types. By being honest and transparent, you can build trust with clients and increase the chances of making a sale.
