Although having lots of products and options filling your shelves may seem like a good idea, studies show that less is more when it comes to selling retail products at your salon or spa. Here’s why you should consider cutting back on your retail offerings to help boost your bottom line!
Decision Fatigue & Paralysis
With so many decisions facing your clients everyday, it’s hard for them to sift through 15 different hair masks or body scrubs. Too many choices can lead to decision fatigue, which ultimately results in decision avoidance: your clients choose not to buy anything because it’s perceived as too difficult and/or time consuming, and the few customers that do make decisions will simply select the cheapest product to avoid having to do research.
In addition to fatigue, customers also feel paralyzed by too many options and the agony of making the wrong choice. A famous study by Sheena Iyengar, the author of “The Art of Choosing,” proved this retail hypothesis with jams. The researchers made two offerings: a selection of 24 jams and a selection of 6 jams. The average customers sampled two jams, regardless of the size of the assortment, and received a $1 coupon. Interestingly, 60% of customers were drawn to the large assortment, while only 40% stopped by the small one. However, 30% of the people who had sampled from the small assortment decided to buy jam, while only 3% of those who visited the larger assortment actually purchased a jar.
As shown above, reducing the choices your clients have when purchasing product from your salon or spa can not only increase your total sales quantity, but also increase the sales of your more expensive products.
Smaller Is Better
Let’s face it, the explosion of online shopping means your customers no longer have to purchase product in-store, they have to want to… In other words, you need to transform your product sales into an experience similar to a showroom. Smaller, cozier retail areas that have a very limited amount of options can be made into a luxurious space where clients can take their time perusing items that are attractively displayed and receiving attention from your staff without feeling like they are at their local drug store. Reducing your product line to a few niche products you are passionate about could result in an experience that drives sales.
Remember, You Are The Expert
Decision fatigue and paralysis can be overcome with expert advice and guidance. If you decide to continue offering several retail options to your clients, your staff must be educated and informed about each of your retail products and be able to explain to customers what the differences are and why you carry so many options. Bridging the information gap can help make sense of your retail options.
If you need help finding information about your products, be sure to reach out to your retail partner who should be able to provide the education and support you’ll need to prevent clients’ decision avoidance. Also, try “prescribing” products to your clients with authority to skip the decision making process altogether, which will also help bolster your relationship with your clients and establish you as an expert in your field!
