CASE BUSINESS
Case Study
CASE STUDY
Using point of sale materials to drive product income Wendy Stirling, Founder of Botanicals Certified Organic Skincare shows how to make the most of your product sales through attractive point of sale materials…
created relaxing ambience. Canvas or framed prints and photos of treatments and the products you’re using can subtly inform and educate. Eye-catching displays of retail products create visual stimulation and point of sale displays that can be picked up, smelled and talked about. Interactivity is key! Encouraging your clients to touch, smell, feel, as
well as look at what you hope to sell creates engagement and involves them in their treatment choices, in addition to making it easier for them to ask questions about a treatment or product. It’s also an opportunity for a therapist to pass on their passion about their brand choice. If a client hears, sees, feels the benefits of the products used in their treatment, this can create belief that the whole experience is benefiting them and this can be inspiring. Above all, point of sale materials can help increase sales of retail products post treatment. For instance, with Botanicals, therapists could double their margins with retail. It encourages clients to try products
We all know that it’s vital to create the right ambiance for clients when conducting treatments. Clients need comfortable, safe surroundings that instil calm and tranquillity. A place of peace to rest, relax and recharge, far removed from
used during their treatment at home. Point of sale materials help clients buy products whether it’s Kinesiology tape, exercise bands, an essential oil blend, massage oil or a skincare treatment to continue the benefits of treatment at home.
their busy, rushed lifestyles and
Where to position point of sale
interference from the outside world. Part and parcel of a holistic treatment is choosing the right
If there’s a reception area, product
décor and furnishings, with relaxing
displays and point of sale materials
colour themes and soft tones.
can be used in this location. However,
The reception area, whether this
I believe the best place for point of
is a separate room or part of the
sale materials is in the area where
treatment room should be warm and
therapists have their initial discussions
welcoming and convey confidence
with their clients and bring their clients
and professionalism. Treatment
back to post treatment.
areas should be clean, functional
If space is limited, wall shelves can
spaces that are peaceful and free
house attractive product displays
from visual and audible distractions.
and framed posters can hung on
Equally important is the
walls to save desk space. The key
stimulation of your client’s senses
to good point of sale displays is to
throughout their treatment
keep them clean and uncluttered –
experience - sight, sound, smell and
remember less is more! They should
touch. Soothing music, comforting
also be easily seen and accessible.
aromas, attractive visuals and
Do remember to consider health and
products that can be felt and
safety when deciding where to locate
smelled pre and post treatment -
product displays; ensuring they are away from access areas and not over
they all help create the right environment for a successful treatment.
seats.
It also helps build the therapist/client relationship, creating trust and confidence and ensuring return business.
The treatment area should be dedicated to a relaxing experience. During the treatment the client will unwind, close their eyes and immerse themselves in the experience. It is a peaceful time, with very few words
Why use point of sale materials The right point of sale materials, in the right setting, can help enhance
spoken, and definitely not the time or place for point of sale visuals to distract and detract from their enjoyment.
this holistic haven for your clients rather than detract from your carefully
22
holistic therapist 2020
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