Beauty Store Business

SEP 2017

Beauty Store Business provides solutions for better retailing! New products, industry news, savvy business moves and important trends affecting both brick-and-mortar and online retailers are included in each issue.

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62 September 2017 | holidays, Maria Rush says, "Number one is to analyze the previous year's sales by category and product type." Breaking things down will give you the opportu- nity to see which products were popular and the areas that need improvement. 5 PREP YOUR PROMOS There's a fairly easy way to attract more customers to your store—provide deals, sales and promotions that inspire shop- pers to pick up those gifts on their list. Consumers have come to expect breaks during the holidays, and it's a wise move when stores capitalize upon this idea. Fass shares some creative and effec- tive ways Arch Apothecary offers promo- tions to their customers. She says, "In the past, we've done promotions for gifting with purpose, offering incentives to buy multiple gift cards when purchas- ing. We also do a free brow wax with a purchase of $50 and a free blowout with the purchase of $100 as offers for Black Friday and Small Business Saturday. Last year, we did a promotion for Cyber Mon- day, offering 10 percent off your entire online purchase." 6 SPOTLIGHT STOCKING STUFFERS If a customer is reluctant to invest in expensive or high-end products as gifts, he or she may turn to stocking stuffers instead. Small beauty items serve as bonus gifts alongside larger items, trin- kets to give to teachers or colleagues, or even as won't-break-the-bank treats for shoppers themselves. "We look for items that people can splurge on for loved ones along with per- fect little add-ons and unique stocking stuffers," Fass says. "A lot of our clients also celebrate Hanukkah, so we stock up on small candles, travel- and purse- sized hair products, and lots of lipsticks and nail polishes for small, 'I'm thinking about you' gifts." The store stocks holi- day cards as well. When choosing products to sell dur- ing the holidays, Maria Rush says, "We look for easy impulse items for a quick turn," a category stocking stuffers would certainly fall into. Her colleague Domi- nique agrees, saying, "I think products that are playful and fun for stocking stuffers are a fantastic add-on." 7 FEATURE FESTIVE LOOKS In addition to gift-giving, consumers are busy preparing for holiday parties, so break out special, sparkling beauty products to try out during the season's celebrations. Fass says, "Clients will come in for holiday parties and events, so we like to stay current on all of the latest makeup and hair trends. Because let's face it— you've got to look beautiful to feel great during the busy season!" Throughout the holidays, Fass believes that with all the get-togethers and festivi- ties going on, people strive to look their very best. Carrying top-notch products will help consumers fill that need. "People love to feel beautiful around the holidays when seeing family and friends that they might not see all the time," says Fass. "It's the perfect time for them to purchase products for themselves." 8 SET THE SCENE There are few things more joyful-looking than holiday displays. They communicate a certain specialness that only the holidays can offer and inspire merry moods among shoppers. There's also quite a bit of strategy involved with holiday displays. Krentz says to "make the store visually fun with festive decorations," but she also recommends to move your mer- chandise daily to "help the store look new and fresh." She also says that it's imperative to have an area that's specifi- cally designated for gifts. Maria Rush says that gifts "should be merchandised together, displayed in a 'go-to' section of the store." She adds that complementary products should be sprinkled throughout the space as well. She says, "For example, in the home section where you have your candles, you can display candle snuffers, cloches and trimmers. Displays should look like they would be in someone's home or work- place to promote the visual concept." Fass shares that when she sets up holiday displays, they "give clients ideas for gifting as well as signage for what they will receive as gifts with purchase." Adding to the celebratory atmosphere, the boutique provides gift baskets and wrapping. "We do a ton of gift wrapping with pretty boxes and bows, which takes pressure off clients to do it themselves. It's the little extra things like tissue paper and bows that people recognize and think about each year when they're ready to purchase for all occasions." 9 PRICE FOR EVERY BUDGET Most importantly, during the holiday sea- son, beauty supply stores should make ease and convenience for every budget a Katie Krentz, a buyer for Cos Bar Courtesy of Cos Bar

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