How One Simple Question Doubled Retail Sales

As a newly qualified stylist, Chloe was working hard to build up her clientele at the salon. A good portion of her appointments were walk-ins, which can be challenging. Last-minute clients don't have the same established trust and familiarity as regulars.

Like many less experienced stylists, Chloe often felt nervous about promoting additional services like colour, restyling, or retail products during walk-in appointments. She didn't want to come across as too pushy or salesy. As a result, her retail product sales were quite low.

Converting first-time clients into regulars is tough, especially if they leave with just a simple trim rather than a full restyle or transformation. Two key factors for salon success are client count and average bill value - and Chloe's numbers were on the lower end.

To help boost Chloe's confidence and raise her sales figures, the salon implemented a new online consultation form for all new clients. If they booked an appointment, they received the form via email ahead of time. For walk-ins, they were handed a tablet to complete the form when they arrived.

The consultation covered just a few simple questions to make it quick for clients to fill out. But one question proved to be transformative:

"Would you like your stylist to describe which products they use and demonstrate how to use them?"

The responses were eye-opening. Out of the first 75 clients who completed the form, 71 selected "Yes" - they wanted full details and demos on the products used for their service.

Before the consultation form, Chloe had felt like mentioning retail products disrupted the client experience and came across too "pushy." She lacked confidence in making product recommendations and skipped that step.

But with clients directly requesting product information upfront, Chloe now had their full endorsement. She wasn't being pushy or salesy at all - she was simply doing what the client asked.

After the consultation form the result was transformative. Clients consistently purchase retail products based on Chloe's recommendations during the appointment. They had more confidence in using the products correctly at home. And they kept returning for future appointments, impressed by the full consultation experience.

In short, client counts and average bills increased as Chloe built up a loyal clientele. All from one simple question that opened the door to effective retail marketing.

Online consultation forms allow salons to gather insightful details before appointments ever begin. They let stylists understand exactly what clients want from their experience. And they give clients a voice in shaping personalised services that meet their needs.

For salons looking to drive more revenue from product sales, utilising online consultations is a win-win. Stylists feel empowered to provide advice clients actually want. Clients get a transparent, educational experience. And salons see increases in both their retail numbers and client retention.

By making consultations a regular part of the pre-appointment process, salons can deliver amazing experiences that keep clients coming back. Just one simple question can open up new opportunities for stylists and clients alike.

The Salon App is an all-in-one booking, management and marketing software that helps you grow your salon business more quickly. Our Online Consultations feature is a no cost option included with all options. Book a demo and see if it’s for you!