Beauty LaunchPad - March 2014 - (Page 108)
INSPIRE PRESENTS VOL. 91
Live & Learn/Detail for Retail
This new volume featuring Texture AND
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Sample Size Me
Sampling encourages clients to try and buy retail products-but
they offer a bevy of other beneﬁts too. -TRACY MORIN
ho doesn't love to try new products
sans commitment? In the salon,
sampling not only encourages clients
to buy full-size formulas-it also creates a more
memorable experience, inspires retention and
helps maintain results between appointments.
Whether you charge a nominal fee (clients
are more apt to spend a couple of bucks than
commit to a hefty purchase) or dole them out
gratis, the right sampling program can boost
your bottom line. "Offering travel-size products
is great because it gives clients an opportunity to
test the salon product/brand, which helps attract
new customers and convert competitive users,"
notes Laura Jones, Marketing Manager for Aware
Products. "Samples lead to trial, which leads
to recommendations, which lead to purchases
by consumers that tried the sample-and their
friends, family and social networks."
Rachael Ostrom, Executive Director of
Consumer Engagement for Aveda Global
Marketing, recommends two approaches-new
product samples and travel-size offers-to
generate buzz for products, engage future buyers
and introduce current buyers to new launches.
And, if you offer a private-label product, you can
Take advantage of INSPIRE's
total package offer!
Includes volumes 88 and 91
Want to see your work in the next
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800.634.8500 for more details
America's leading professional
800.634.8500 or visit inspirebooks.com
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108 | BEAUTY LAUNCHPAD | MARCH 2014
also utilize samples to keep your salon top-ofmind and create awareness for (and loyalty
toward) your brand.
But how do you start a successful sampling
program? Try these tactics from Matrix Marketing
Manager Elizabeth Richardson:
* Offer incentives for a full-size or mini-size
purchase by giving a discount if the client brings
back empty samples-think 20 percent or $3
off the ﬁrst product purchase.
* Combine sampling with social media to engage
clients and train them to check back and see
what's new and exciting.
* Bundle sample kits into the price of a service,
such as "Get a color service and take-home
sample kit for $100."
* After performing a treatment at the backbar,
give the client a take-home sample to achieve
the same great outcome at home.
"Many stylists are afraid to 'push' full-size
products on their clients, so offering a sample
is a way to ease into that-and sampling is a
great way to get clients to try new things and
make them feel special," explains Richardson.
"Through smart sampling, you're creating a client
Eighty-eight percent of female
respondents and 73 percent of
male respondents indicate that
they would like to receive free
product samples at the salon.
Product sampling reaches 70
million consumers every quarter,
and one-third of customers who
try a sample will buy the sampled
product in the same shopping trip.
(source: itandi group, ltd.)
(source: Arbitron/Edison Media Research)
HOWARD OATES/GETTY IMAGES
Table of Contents for the Digital Edition of Beauty LaunchPad - March 2014
Beauty LaunchPad - March 2014
On the Cover
Salon of the Month
Spring to Life
Detail for Retail
Head of the Class
Beauty LaunchPad - March 2014