With three weeks to go to Christmas, shoppers are no-doubt busily crossing items off their gift lists. And while a good chunk of the population will likely be venturing out to the malls to complete their shopping, a huge amount will be honing the skill they learned during lockdown – online shopping.
In fact, data from Deloitte says we can expect e-commerce sales between November and January to balloon by between 25% and 35% this year, compared to a 14.7% increase in online holiday sales last year.
So if all of your efforts to bring in that festive cash are being focused on your salon, you need to head on over and spruce up your online offering.
Be Christmas-specific
Your messaging needs to be clear – your salon is the best place for online shoppers to spend their cash. “Create Christmas packages they can purchase online, offer deals, even give the treatments festive names,” says digital marketing expert Clarence Smythe. “People are going to be watching their pennies this year, so they need to feel like they’re winning by spending with you. Call it a ‘festive deal’, anything, to make it clear that it’s good value.”
Ramp up your social media
While customers may seek our your offerings by specifically visiting your site, you can’t rely on that chance alone. “You need to sing about it from all your platforms. Create festive tiles for your socials and stick the link in your bio. Make it as easy as possible for customers to get to your site. They’re busy and easily distracted. Do the leg-work for them,” says Clarence.
Offer Click & Collect
Of course, shopping online has convenience at its core, but by offering a Click & Collect option, you have the benefit of getting a custom physically in your store. And once inside, you have the opportunity to up-sell. “This is the golden opportunity to remind them how quickly appointments are filling up and that they need to book in their own treatments,” says Clarence. “Or to ask if they’re interested in grabbing a couple of gift vouchers for anyone they may have forgotten. Online selling is massive, but face-to-face opportunity is golden.”
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