Retail doesn't have to feel pushy to be profitable. As more clients ask about hair thinning and scalp health, salons have an opportunity to become trusted resources for hair wellness—and Studio Gaven Hair Colour has turned that shift into a retail strategy averaging $55,000 in monthly sales.
The salon builds retail into every stage of the client experience, starting before clients even sit in the chair. Interactive displays and digital screens introduce hair wellness solutions like Nutrafol® early, making product conversations feel like a natural extension of the consultation.
Below, Casey Gilley (@caseylgilley), salon educator, senior stylist and retail expert, and Dana Funk, salon director and part-owner, share four retail strategies that build client trust, increase sales and keep products selling between appointments.
Why Hair Wellness Matters
- Clients are increasingly asking about thinning, shedding and scalp health
- Stylists are often the first professional clients turn to for guidance
- Hair wellness creates ongoing conversations between appointments
- Studio Gaven uses Nutrafol® as part of its personalized approach to help address clients' hair wellness concerns
Hair wellness is becoming a bigger part of the salon business. Don't get left behind—try Nutrafol.
1. Make Retail Impossible to Miss
Studio Gaven turns nearly every moment of the client experience into a retail touchpoint. Interactive displays, digital screens above the shampoo bowls, featured products at each station and consultation tools introduce clients to hair wellness solutions like Nutrafol® before a stylist ever makes a recommendation. By the time the consultation begins, the conversation already feels familiar.
Take a closer look at how Studio Gaven builds retail into the client experience:
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Turn the places clients naturally look into retail opportunities:
- Waiting area: Introduce featured products before the consultation begins
- Shampoo bowls: Use digital screens to reinforce education during processing
- Styling station: Keep relevant products visible during the service
- Checkout: Reward repeat purchases with loyalty programs and refill reminders
Struggling to talk about hair thinning? Steal these 4 consultation tips.
2. Personalize Every Recommendation
Clients are more likely to trust recommendations that feel tailored to their needs. Here's how Casey does it:
- Start with the client's concerns: Let their goals and lifestyle guide every recommendation
- Explain the why: Connect each product to a specific need
- Set realistic expectations: Explain what progress may look like over time
- Create a long-term plan: Revisit the conversation at future appointments
Education is part of every recommendation. Casey takes time to explain each product's role in the client's routine, then demonstrates options like the Nutrafol® Hair Serum during the consultation so clients know exactly how to use them at home.
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The retail sale doesn't end when the appointment does. Casey creates a plan that keeps clients engaged long after they leave the salon, taking progress photos at every appointment and helping clients understand what progress may look like over time. "This isn't just, 'I'm going to throw these products at you. Good luck,'" she says.
Stylists are becoming the first stop for hair wellness questions. Make sure your salon is ready.
3. Give Clients a Reason to Shop With You
Even the best recommendation won't matter if clients buy somewhere else. Studio Gaven removes barriers that keep clients from purchasing through the salon.
Make it easy to buy from your salon:
- Reward repeat purchases with a loyalty program
- Offer price matching whenever possible
- Recommend a refill timeline before clients leave
- Make it easy for clients to try something new
Dana says Studio Gaven offers both a VIP rewards program and a points program that clients can redeem toward future purchases. The salon also price matches, giving clients confidence they're getting a competitive price while supporting their stylist.
4. Train Every Stylist To Recommend With Confidence
Casey uses completed consultation forms as a training tool for new stylists. The team reviews common client concerns together, then uses role-playing to practice those conversations before having them with clients.
Dana says the salon regularly hosts education classes, encourages stylists to use the products themselves and uses resources like Nutrafol Academy, a self-paced certification program for hair wellness education, to deepen the team's knowledge.
