The Evolution of Retail Sales

Retail sales are required in the esthetics business, and 80 percent of client results will come from home care alone. We asked ASCP members how retails sales have evolved over the last few years and learned that the COVID pandemic hasn’t slowed you down!

Here’s what you had to say:

My retail has helped keep my doors open! Plant the seed, give a sample if you can, and they will almost always come back. I started with a small amount of retail and have been able to grow it. I utilized retail sales on days when I had no bookings or had cancellations. On social media I post about a product or send an email blast, and get 1–2 orders. Doesn’t seem like a lot but it helps make up the difference!” @valeries_beauteskinmakeup

Way up! Mine started going up DURING the shutdown. Clients began buying home care kits to get by and things have just gotten better since.” @skin_lover_

My retail has gotten better as clients started coming in again. I heard from a lot of clients that covid helped them realized that they want to take care of their self-better.” @nicole_born83

My retail sales actually got better! I focused hard on FaceTime/Skype consults while we were closed. I checked on clients often, and I did skin care deliveries and door drops! I packaged them with cute notes of positivity and would throw in a needed item like a roll of toilet paper, paper towels, or a little hand sanitizer! Clients loved the extra attention! As many were home as well, they started good skin care habits! When reopening, it helped bring those clients in for consistent facials and product refills. It was tough for a few years, but I’m glad to have made it through it. This is my 27th year in the industry and so much has changed and is changing but I remain true to myself and am giving my clients a great experience with me.” @aestheticsbyjennifer

Our retail is way up. We ensure that our clients are well educated and leave with the proper tools to achieve their desired results.” @brilliantbodywork

The ability to confidently sell retail products is vital to the success of estheticians, the businesses they work for, and the end goal for the client.

Did you know:

  • 64% of product purchases are influenced by a good product experience during the treatment.
  • 58% of product purchases are influenced by a recommendation from the esthetician.
  • 68% of clients have never been given a proper retail recommendation. If you put three products in a client’s hand, there is a 78% chance they will make a purchase.
  • 60–70% of client results stem from what they use at home.

Take the fear out of sales

Many skin care professionals don’t consider themselves salespeople and may be uncomfortable with selling products to their clients. You might feel you’re being too pushy, salesy, or aggressive by selling retail. If so, it’s time to shift your mindset. By selling your clients home-care products, you are doing them a favor. They will never achieve the results they want—the reason they came to you in the first place—if they don’t take care of their skin every day, not just every month when you perform a service on them. The lesson here: Believing you are doing your clients a favor—one they will appreciate—can change your entire attitude about “selling.” It’s like the adage that if you see your dentist twice a year, but never brush or floss your teeth between visits, what kind of shape do you think your teeth will be in? It’s your professional responsibility to educate your clients on the necessity of home care.  

Follow up

Don’t forget about your clients after they leave the spa. You can create a retail follow-up system that is full of benefits for you and your customers.

Many online booking systems will help you keep track of everything a client has purchased. This makes it easy to send out a reminder email or text that sounds something like, “Hi Amber! My records show that you are probably close to running out of (fill in the blank), and I’m reaching out because I want your skin to continue to look and feel amazing. Please let me know if you want to swing by and pick up some more or take advantage of my free shipping special.”

Retail is achievable for any esthetician and can increase your profit. It’s a win-win because both you and your clients will reap the rewards!

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