Creating a successful retail program for your medical spa takes time and planning. Having a beautifully appointed facility with products on the shelf does not guarantee people will buy your inventory. There are 10 steps you need to follow to guarantee your retail success:
Step 1: Product/Vendor Selection– It sounds important and it is. There are many professional and medical skincare brands on the market. Narrow it down to 3 or 4 brands, and be sure that they support your brand and services. You are endorsing the products on your shelves. Look at the packaging, price and position in the marketplace. Does this product address all your needs?
Step 2: Training– Make sure that the companies that you select provide consistent product/service training. Make sure to take time to have staff properly educated on the products, and include the desk staff.
Step 3: Display– Products should be displayed at least 3 products deep, organized by category, and use shelf talkers to help clients understand the products. Be sure that you have testers available of all products and that they are easily accessible. Nothing is going to sell from behind the front desk or a glass case. Space should be inviting, approachable and interesting so all your specialty products can be showcased. Be sure to re-merchandise monthly and have a featured product area. Hire a professional merchandiser if you do not have the time. Most importantly, be sure that there is lighting to showcase your displays.
Step 4: Service Links– Marry your products and services. All technicians should have a prescription form to give all clients for products and services that they recommend.
Step 5: Benefit/Advantage/Feature– Clients purchase products for a “problem” they can solve or a need to be filled. Consumers have many choices. Be sure that you sell the benefit, product advantage and key features for your client. Most importantly, do not assume someone is price sensitive.
Step 6: Sample– No one likes to feel pressured to buy a product that they do not need. Products need to solve a skin care problem that a client has. Give a sample of the product in a tester vile or have real samples of the product — the client will appreciate it. Let the client know you will follow up with them to see how they like the product.
Step 7: Follow Up– All clients who are give samples should be followed up with a week later. A courtesy call or email is a gentle reminder about the product.
Step 8: Have Products On Your Website– It is important to have all your products on your web site and encourage clients to purchase them when you have followed up with them. You want to make it as easy as possible. You can offer specialty codes for free shipping or discounts of certain dollar amounts. It needs to be convenient.
Step 9: Good Return/Exchange Policy– Have a posted policy for your retail products? Be sure that it is “customer centric.” One example is LL.Bean, they will take back any item, any time for any reason, 100% customer satisfaction. What is your policy?
Step 10: Use Social Media/Marketing– Be sure to leverage all your social media platforms to send out promotions and incentives for your retail and service programs. Pictures of your products on Pinterest/Facebook/Instagram — people love images — give incentives for sharing your promotions. Collect client emails and be sure to ask if they want promotion notifications.
With the right product mix, sales training, inviting, and well-planned retail space and promotion, your retail sales will be humming.